Pengaruh Brand Satisfaction Terhadap Brand Loyalty pada Produk Skincare Lokal Whitelab
https://doi.org/10.30595/medek.v23i2.18941
Abstract
Banyaknya perusahaan skincare lokal yang ada di pasar membuat persaingan semakin kompetitif. Persaingan antar merek telah mengubah fokus utama perusahaan bukan lagi soal banyaknya penjualan produk, melainkan loyalitas konsumen terhadap merek. Penelitian ini akan menganalisa pengaruh brand satisfaction terhadap brand loyalty melalui sebuah model impiris yang dianalisis dengan Structural Equation Modelling (SEM). Penelitian ini bertujuan (1) mengetahui pengaruh brand satisfaction terhadap brand loyalty, (2) mengetahui pengaruh brand satisfaction terhadap emotional brand attachment, (3) mengetahui pengaruh brand satisfaction terhadap brand love, selain itu (3) mengetahui pengaruh emotional brand attachment terhadap brand love, (4) mengetahui pengaruh emotional brand attachment terhadap brand loyalty, dan (5) mengetahui pengaruh brand love terhadap brand loyalty. Hasil penelitian menemukan terdapat pengaruh positif brand satisfaction terhadap brand loyalty, emotional brand attachment dan brand love, serta terdapat pengaruhpositif emotional brand attachment terhadap brand love dan brand loyalty, namun tidak terdapat pengaruh brand love terhadap brand loyalty.Downloads
References
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Erica Adriana, Uki Yonda Asepta, & Louis Febriano Sujono. (2023). Pengaruh Kepribadian Merek Dan Pengalaman Merek Terhadap Ikatan Emosional Merek Kedai Kopi. CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 3(2), 114–130. https://doi.org/10.55606/cemerlang.v3i2.1117
Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/RAMJ-05-2020-0024
Hair, J. F. J., Black, W. C., & Babin, B. J. (2010). Multivariate Data Analysis 7th Edition. Pearson Prentice Hall.
Hajjid, I., Soetomo, H., Kristaung, R., & Susanto, A. (2022). Pengujian Empiris Brand Satisfaction terhadap Brand Loyalty yang di Moderasi oleh Emotional Brand Attachment dan Brand Love. International Journal of Digital Entrepreneurship and Business, 3(2), 49–59. https://doi.org/10.52238/ideb.v3i2.84
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer‐brand relationships. Journal of Product & Brand Management, 21(2), 98–108. https://doi.org/10.1108/10610421211215517
Kurniawati, Nargiza, B., & Graeme, S. (2013). The business impact of social media analytics. ECIS 2013 - Proceedings of the 21st European Conference on Information Systems.
Kusuma Wardani, N. (2022). Prosiding SNADES 2022-Desain Kolaborasi Interdisipliner di Era Digital Perspektif Desain Komunikasi Visual Pada Feed Instagram Produk Skincare Sebagai Membentuk Brand Identity Studi Kasus Akun Instagram Produk Sensatia Botanicals @sensatiabotanicals. 244–252. https://goodstats.id/article/menilik-meningkatnya-konsumsi-produk-kecantikan-di-indonesia-LcQed
Lumba, M. G. (2019). Peran Brand Love Terhadap Brand Loyalty Dan Willingness to Pay Premium Price Pada Pembeli Iphone Di Surabaya. https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/8187
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460. https://doi.org/10.2307/3150499
Rodrigues, P., Ferreira, P., & Rodrigues, P. (2015). Brand Experience leads to Brand Love – Parfois Case. https://doi.org/10.13140/RG.2.1.2699.0489
Schiffman, L. G., & Kanuk, L. L. (2001). Consumer behavior.
Suwanto. (2017). Pengaruh Brand Experience Dan Brand Trust Terhadap Brand Satisfaction Konsumen Pada Pt.Global Indoraya Lestari ( Studi Kasus Konsumen Parfume Parfex Di Surabaya ). [Universitas Narotama]. http://repository.narotama.ac.id/69/
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
Wati, L. A., & Riorini, V. S. (2023). JBEE : Journal Business Economics and Entrepreneurship Emotional Brand Attachment And Bran Love Mediate Satisfaction To Loyalty On Product. Journal Business Economics and Entrepreneurship, 5(1).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dikna Caesarean Putri Sani, Yolanda Masnita
This work is licensed under a Creative Commons Attribution 4.0 International License.
Media Ekonomi is licensed under a Creative Commons Attribution- 4.0 International Public License (CC - BY 4.0).
