MEMBANGUN LOYALITAS PADA KEDAI TEH: PERAN BRAND EXPERIENCE PADA BRAND LOVE
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Abstract
Generasi Z yang terus mengikuti perkembangan tren saat ini telah menciptakan peluang bisnis baru, termasuk di dalamnya bisnis kedai teh. Tujuan dari penelitian ini adalah untuk menginvestigasi pengaruh pengalaman merek (Brand Experience - BE) dan kasih sayang terhadap merek (Brand Love - BL) terhadap loyalitas merek (Brand Loyalty - L) pada minuman teh siap saji yang sedang booming saat ini. Selain itu, penelitian ini juga akan mengeksplorasi peran brand love sebagai perantara antara pengalaman merek dan loyalitas merek terhadap minuman teh tersebut. Subjek penelitian ini adalah konsumen minuman teh yang berdomisili di Jakarta. Dari total 270 responden, 232 orang di antaranya memenuhi kriteria sebagai responden. Penelitian ini mengadopsi metode purposive sampling dengan menyebarkan kuesioner secara daring, dan data dianalisis menggunakan SmartPLS-SEM. Hasil penelitian ini menunjukkan bahwa brand experience memiliki dampak positif pada brand love dan brand loyalty. Selain itu, brand love juga memiliki dampak positif pada brand loyalty. Terlebih lagi, BE juga memiliki dampak positif pada brand loyalty melalui perantaraan brand love sebagai mediator. Penelitian ini diharapkan memberi kontribusi secara akademis dan industri tentang pentingnya BE dalam membangun loyalitas merek dengan BL sebagai variabel mediasi.
The millennial generation, characterized by their inclination to embrace current trends, has contributed to numerous new ventures, including the tea house industry. This research seeks to examine the impact of brand experience (BE) and brand love (BL) on brand loyalty (L) within the thriving ready-to-drink tea sector. Furthermore, this study explores the role of brand love as an intermediary between brand experience and brand loyalty for these beverages. The research's target population comprises tea consumers residing in Jakarta. Of a total of 270 respondents, 232 met the criteria as respondents. This study employed purposive sampling through online questionnaires to collect data, subsequently analyzing the data using SmartPLS-SEM. The findings of this investigation indicate that brand experience positively influences brand love and loyalty. Additionally, brand love positively impacts brand loyalty, while brand experience also positively affects brand loyalty, mediated by brand love. This research is expected to make an academic and industrial contribution regarding the importance of BE in building brand loyalty with BL as a mediating variable.
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