Pengaruh brand attachment dan brand commitment terhadap repurchase intention pelanggan soft lens di Jakarta
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Abstract
Trends have always been affecting businesses’ sustainability. The soft lens trend was meant as a substitute for glasses, but the trend proceeded to be for fashion purposes. Such behavior stimulated soft lens companies to offer soft lenses with an attractive design to motivate customer’s repurchase intention. Therefore, this study aims to examine the effect of brand attachment and brand commitment towards repurchase intention, as well as the effect of brand attachment towards brand commitment. The non probability sampling technique was used for data collection with the technique being convenience sampling and collected data from 190 respondents who are customers of a soft lens company in Jakarta. The data was collected cross-sectionally through an online questionnaire with Google Forms. This study used the PLS-SEM method to analyze the data by using SmartPLS 4 software. The result of this study showed that brand attachment has a positive and significant effect on repurchase intention, brand commitment has a positive and significant effect on repurchase intention, and brand attachment affects brand commitment positively and significantly. Based on the results, the soft lens brand needs to develop an attractive design and fulfill customers’ expectations to motivate customers to keep choosing the brand.
Tren selalu menjadi sebuah faktor yang dapat memengaruhi keberlangsungan suatu bisnis. Pada awalnya, tren soft lens ditujukan sebagai produk substitusi untuk kaca mata, tetapi tren tersebut berkembang dan menjadi digunakan untuk tujuan fashion. Perilaku tersebut memotivasi perusahaan soft lens untuk menawarkan soft lens dengan desain yang menarik dalam rangka meningkatkan repurchase intention pada pelanggan. Oleh sebab itu, penelitian ini bertujuan untuk mengkaji pengaruh keterikatan merek dan komitmen merek terhadap niat pembelian ulang, serta pengaruh keterikatan merek terhadap komitmen merek. Pengumpulan data dilakukan secara non probability sampling dengan teknik convenience sampling dan memperoleh data dari 190 responden yang merupakan pelanggan salah satu perusahaan soft lens di Jakarta. Data dikumpulkan secara cross sectional melalui kuesioner online dengan menggunakan Google Form. Penelitian ini menganalisis data dengan metode PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian ini menunjukkan bahwa keterikatan merek berpengaruh positif dan signifikan terhadap niat pembelian ulang, komitmen merek berpengaruh positif dan signifikan terhadap niat pembelian ulang, dan keterikatan merek memengaruhi komitmen merek secara positif dan signifikan. Berdasarkan hasil tersebut, perusahaan soft lens perlu mengembangkan desain soft lens yang menarik dan memenuhi ekspektasi pelanggan dalam rangka memotivasi pelanggan untuk tetap memilih produk yang ditawarkan oleh perusahaan tersebut.
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