Peran Brand Attachment dan Brand Love dalam memediasi pengaruh Brand Satisfaction terhadap Repurchase Intention dan Brand Loyalty pada penggunaan iPhone di Kota Semarang
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Abstract
Penelitian ini menganalisis pengaruh Brand Attachment dan Brand Love terhadap Brand Satisfaction, Repurchase Intention, dan Brand Loyalty pada pengguna iPhone di Semarang. Fokusnya pada peran faktor emosional dalam membentuk loyalitas dan niat beli ulang pada merek premium. Data dikumpulkan dari 166 responden menggunakan kuesioner Likert dan dianalisa dengan PLS-SEM melalui SmartPLS. Hasil menunjukkan Brand Satisfaction berpengaruh positif terhadap Brand Attachment, Brand Love, Repurchase Intention, dan Brand Loyalty. Brand Love memengaruhi Repurchase Intention dan Brand Loyalty, sementara Brand Attachment signifikan terhadap Brand Loyalty. Analisis mediasi menunjukkan Brand Attachment dan Brand Love menjadi penghubung antara Brand Satisfaction dan Brand Loyalty, dengan Brand Love dominan pada Repurchase Intention. Model memiliki kemampuan penjelasan yang kuat. Kesimpulannya, loyalitas dan niat beli ulang pada merek premium dipengaruhi bukan hanya oleh kepuasan fungsional, tetapi juga oleh keterikatan emosional. Perusahaan disarankan memperkuat strategi pemasaran berbasis pengalaman dan emosi untuk meningkatkan keterikatan dan kecintaan terhadap merek.
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