Peran Mediasi Brand Love dalam Meningkatkan Brand Loyalty melalui Brand Trust pada Brand Fashion Lokal
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Abstract
Dalam era modernisasi dan persaingan industri fashion lokal yang semakin kompetitif, keterikatan emosional konsumen terhadap merek menjadi aspek penting dalam membentuk loyalitas jangka panjang. Tujuan penelitian ini untuk memahami bagaimana peran mediasi brand love terhadap produk fashion lokal Erigo. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik survei terhadap 105 responden yang memenuhi kriteria sebagai pengguna Erigo di Jakarta. Pengumpulan data di lakukan melalui kuesioner online dan di analisis menggunakan metode Structural Equation Modeling (SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa brand trust berpengaruh positif dan signifikan terhadap brand love, brand love berpengaruh positif terhadap keputusan brand loyalty, brand trust berpengaruh positif terhadap keputusan brand loyalty dan brand trust yang di hasilkan dari brand loyalty secara positif memediasi brand love Perusahaan Erigo dapat meningkatkan pemasaran dalam menciptakan brand trust dan brand love pada suatu konsumen. Temuan ini menekankan pentingnya kepercayaan dan keterikatan emosional sebagai fondasi utama dalam membangun loyalitas konsumen.
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