BRAND EXPERIENCE, PERCEIVED VALUE, BRAND TRUST UNTUK MEMPREDIKSI BRAND LOYALTY: BRAND LOVE SEBAGAI VARIABEL MEDIASI
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Abstract
Tujuan dari penelitian ini adalah untuk menguji apakah 1) pengalaman merek dapat memprediksi loyalitas merek. 2) persepsi nilai dapat memprediksi loyalitas merek. 3) kepercayaan merek dapat memprediksi loyalitas merek. 4) pengalaman merek dapat memprediksi kecintaan merek. 5) kecintaan merek dapat memprediksi loyalitas merek. 6) kecintaan merek memediasi prediksi pengalaman merek pada loyalitas merek. Data dikumpulkan dengan menggunakan kuesioner online. Totalnya, terkumpul sebanyak 220 responden. Hasil dari penelitian ini menunjukkan bahwa persepsi nilai dan kepercayaan merek merupakan prediktor positif dan signifikan terhadap loyalitas merek, sementara pengalaman merek merupakan prediktor negatif dan signifikan terhadap loyalitas merek. Pengalaman merek merupakan prediktor positif dan signifikan terhadap kecintaan merek. Kecintaan merek adalah prediktor positif dan signifikan terhadap loyalitas merek dan kecintaan merek merupakan mediator positif dan signifikan pengalaman merek terhadap loyalitas merek.
The purpose of this research is to examine whether 1) brand experience can predict brand loyalty. 2) perceived value can predict brand loyalty. 3) brand trust can predict brand loyalty. 4) brand experience can predict brand love. 5) brand love can predict brand loyalty. 6) brand love mediates the prediction brand experience on brand loyalty. The data were collected using online questionnaire. In total 220 participants responded the survey. The result of this study indicate that perceived value and brand trust are positive and significant predictors towards brand loyalty, while brand experience is negative and significant predictors towards brand loyalty. Brand experience is a positive and significant predictor towards brand love. Brand love is a positive and significant predictor towards brand loyalty and brand love is positive and significant mediate brand experience towards brand loyalty.
Article Details
Thomas Wilson Putra, Universitas Tarumanagara
Fakultas Ekonomi dan Bisnis
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