Pengaruh Brand Experience, Brand Trust, Dan Brand Love Terhadap Brand Loyalty
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Abstract
Penelitian ini dilatarbelakangi oleh pentingnya memahami bagaimana pengalaman merek mempengaruhi perilaku konsumen khususnya dalam konteks pengguna smartphone dari generasi Z di Jakarta dan Bekasi. Penelitian ini bertujuan untuk menguji pengaruh langsung dari brand experience, brand trust, dan brand love terhadap brand loyalty. Selain itu juga memahami bagaimana ketiga variabel tersebut, yakni brand experience, brand trust dan brand love saling mempengaruhi satu sama lain. Metode penelitian yang digunakan adalah kuantitatif dengan teknik purposive sampling terhadap 224 responden yang telah menggunakan smartphone Samsung minimal selama satu tahun. Analisis data dilakukan menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa brand experience, brand trust dan brand love memiliki dampak yang positif terhadap brand loyalty. Kemudian brand experience berpengaruh positif terhadap brand trust dan brand love, serta brand trust berpengaruh positif terhadap brand love. Temuan ini mengindikasi bahwa pengalaman merek yang berkualitas dapat meningkatkan kepercayaan dan keterikatan emosional konsumen, yang pada akhirnya mendorong loyalitas terhadap merek. Implikasi manajerial dari penelitian ini dapat menjadi dasar bagi perusahaan dalam merancang strategi yang fokus pada pengalaman konsumen secara holistik.
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