PENGARUH KEPUASAN KONSUMEN DAN PENGALAMAN MEREK TERHADAP LOYALITAS MEREK YANG DIMEDIASI OLEH KECINTAAN MEREK

Luluk Intan Kusuma Wardani; Wiyadi Wiyadi

doi:10.52353/ama.v16i2.456

PENGARUH KEPUASAN KONSUMEN DAN PENGALAMAN MEREK TERHADAP LOYALITAS MEREK YANG DIMEDIASI OLEH KECINTAAN MEREK

Luluk Intan Kusuma Wardani, Wiyadi Wiyadi

Abstrak

ABSTRACT

This research aims to examine how brand love, customer satisfaction, and brand experience influence brand loyalty. The survey targets visitors of Vien’s Solo restaurant, using convenience sampling technique whit a sample size of 150 respondents. Primary data wad collected from respondents’ feedback on a questionare that was directly sent to Vien’s restaurant customers. SmaartPLS 3.0 was utilized as the data analysus tool for this study. Based on the research findings, customer satisfaction does not have a significant effect on brand loyalty. However, cutomer satisfaction has a positive and significant impact on brand love, while brand experience has a positive and significant influence on both brand loyalty and brand love. Additionally, brand love has a positive and significant impact on brand loyalty. The stufy also concludes that brand love fully mediates the relationship between customer satisfaction and brand loyalty indirect. Furthemore, brand love partially mediates the relationship between brand experience and brand loyalty.

ABSTRAK

Penelitian ini bermaksud untuk menguji bagaimana kecintaan merek, kepuasan konsumen, dan pengalaman merek mempengaruhi loyalitas merek. Sasaran survei ini adalah pengunjung restoran Vien's Solo, dengan teknik convenience sampling dan jumlah sampel sebanyak 150 responden. Data primer yang digunakan dikumpulkan dari tanggapan responden terhadap kuesioner yang dikirim langsung ke pelanggan restoran Vien's. Penelitian ini memanfaatkan SmartPLS 3.0 sebagai alat analisis datanya. Berdasarkan temuan penelitian, kepuasan konsumen tidak berpengaruh signifikan terhadap loyalitas merek, kepuasan konsumen berpengaruh positif dan signifikan terhadap kecintaan merek, pengalaman merek berpengaruh positif dan signifikan terhadap loyalitas merek, pengalaman merek berpengaruh positif dan signifikan terhadap kecintaan merek, kecintaan merek berpengaruh positif dan signifikan terhadap loyalitas merek. Dalam penelitian ini juga dapat disimpulkan bahwa secara tidak langsung kecintaan merek mampu memediasi secara penuh hubungan antara kepuasan konsumen terhadap loyalitas merek. Selain itu, kecintaan merek juga mampu memediasi secara parsial hubungan antara pengalaman merek terhadap loyalitas merek.

Kata Kunci

Brand Loyalty, Brand Love, Customer Satsfaction, Brand Experience.

Teks Lengkap:

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DOI: http://dx.doi.org/10.52353/ama.v16i2.456