Konsekuensi dari Brand Satisfaction dan Anteseden dari Brand Loyalty pada Provider Telkomsel di Indonesia
DOI:
https://doi.org/10.31004/jptam.v7i2.7563Keywords:
Cinta Merek, Harga Diri, Kepuasan Merek, Loyalitas Merek, Sikap Terhadap MerekAbstract
Penelitian ini bertujuan menguji dan menganalisis variabel brand satisfaction, attitude-to-brand, dan brand love serta self-esteem memiliki pengaruh positif terhadap brand loyalty dan membuktikan peran attitude to brand dan self esteem dalam memediasi pengaruh brand satisfaction dan brand love terhadap brand loyalty pada pengguna provider Telkomsel pada smartphone. Sampel yang digunakan dalam penelitian ini berjumlah 220 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand Satisfaction berpengaruh positif terhadap Attitude to Brand, (2) Attitude to Brand tidak berpengaruh positif terhadap Brand Loyalty, (3) Atittude to Brand tidak berpengaruh positif dalam memediasi Brand Satisfaction terhadap Brand Loyalty, (4) Brand Satisfaction tidak berpengaruh positif terhadap Brand Loyalty, (5) Brand Satisfaction berpengaruh positif terhadap Brand Love, (6) Brand Love berpengaruh positif terhadap Self Esteem, (7) Self Esteem berpengaruh positif terhadap Brand Loyalty, dan (8) Self Esteem berpengaruh positif dalam memediasi Brand Love terhadap Brand Loyalty.
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