Pengujian Empiris Brand Satisfaction terhadap Brand Loyalty yang di Moderasi oleh Emotional Brand Attachment dan Brand Love

Abstract

Penelitian ini bertujuan menguji untuk emotional brand attachment, dan brand love sebagai mediator atas brand satisfaction terhadap brand loyalty. Teknik pengambilan sampel yang digunakan adalah purposive sampling, yaitu pengguna aktif smartphone Samsung dengan jumlah sampel 150 responden. Data dikumpulkan dengan penyebaran kuesioner menggunakan Google Form. Pengujian hipotesis dengan menggunakan Structural Equation Modelling (SEM). Hasil pengujian membuktikan bahwa brand satisfaction berpengaruh positif terhadap emotional brand attachment, dan brand loyalty. Demikian pula brand satisfaction terhadap emotional brand attachment dan brand love berpengaruh positif terhadap brand loyalty. Sekaligus mengindikasikan adanya peran mediasi parsial dari emotional brand attachment dan brand love antara brand satisfaction dan brand loyalty. Implikasinya bahwa brand loyalty akan semakin kuat dengan adanya keterikatan emosional konsumen pada merek dan perasaan cinta konsumen pada merek maka akan semakin setia konsumen untuk terus menggunakan merek tersebut. Dan untuk menyempurnakan model penelitian ini dengan menambahkan variabel-variabel yang mempengaruhi brand satisfaction yaitu perceived quality, perceived value of cost, brand trust, dan lifestyle congruence dalam penelitian berikutnya.

Customer Satisfaction, Brand Love, and Emotional Brand Attachment: Building Loyalty for Hospital Marketing

“…Hajjid et al argued that consumer loyalty increases when consumers feel satisfied with a brand or service. A higher level of satisfaction when using a product or service will increase consumer loyalty to a particular brand (27). These results align with research conducted by Harmen et al, which showed that customer satisfaction significantly positively affects customer loyalty at the Ropanasuri Special Surgery Hospital (34).…”

“…Hajjid et al explained that consumer satisfaction results from the accumulation of customer expectations with a brand, including quality of service that exceeds customer expectations, and brand love comes from the effects of consumers who have a long-term relationship with a brand [27]. Customer satisfaction is a necessary construct and one of the main goals in marketing, which can accumulate experiences of consumer relational behavior such as brand love [28].…”

“…Brand love is conceptualized as a consumer's emotional response to a brand, created occasionally in all long-term interactions among satisfied consumers [6]. Brand love or brand love develops through high customer satisfaction [27]. From the description above, the following hypothesis is proposed: H3: Customer satisfaction has a positive and significant effect on brand love…”

“…Ghorbanzadeh & Rahehagh's research explained that high emotional brand attachment increases consumers' emotional dependence on brands [6]. According to Hajjid et al, a consumer's emotional bond with a brand can encourage a person's desire to always be in touch with a brand through a consistent buying attitude which reflects consumer loyalty [27]. In line with the opinion of Hwang & Kandampully, emotional brand attachment plays a significant role because it can encourage consumers' desire to remain loyal to one brand [29].…”

“…According to Ghorbanzadeh & Rahehagh, amid competitive market competition, efforts to satisfy consumers are insufficient to maintain or increase loyalty; research shows that predicting consumer behavior through brand love is better than traditional models based solely on customer satisfaction [6]. Hajjid et al said that brand love comes from the result of a longterm relationship between consumers and a brand based on consumer satisfaction that can be fulfilled by a brand for the product or service that is felt [27]. Supported by Albert & Merunka's research, brand love impacts consumer commitment or loyalty, causing consumers to be willing to buy at high prices to get products or services from certain brands [15].…”