From Satisfaction to Loyalty: The Role of Emotional Structures in the Process of Transition from Satisfaction to Loyalty

Authors

  • Dimas Septian Nugraha Universitas Trisakti Jakarta , Indonesia
  • Hartomo Cahyo Agung Prasetyo Universitas Trisakti Jakarta , Indonesia
  • Robert Kristaung Universitas Trisakti Jakarta , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.12107

Keywords:

Kepuasan terhadap Loyalitas, Peran Emosional, Struktur dalam Proses

Abstract

Dari hasil penelitian uji hipotesis 1 pengaruh negatif dan tidak signifikan antara Brand Satisfaction terhadap Brand Loyalty. Hal ini menunjukkan bahwa hipotesis tidak didukung. Dari hasil penelitian uji hipotesis 2 menunjukkan bahwa adanya pengaruh positif antara Brand Satisfaction terhadap Emotional Brand Attachment. Hal ini menunjukkan hasil uji hipotesis didukung. Dari hasil penelitian uji hipotesis 3 pengaruh positif antara Brand Satisfaction terhadap Brand Love. Karena ketika brand meningkatkan kepuasan dapat meningkatkan dalam kecintaan konsumen terhadap brand itu sendiri. Hal ini menunjukkan hasil uji hipotesis didukung Dari hasil penelitian uji hipotesis 4 terdapat adanya pengaruh positif antara Emotional Brand Attachment terhadap Brand Love. Hal ini menunjukan hasil uji hipotesis didukung. Dari hasil penelitian uji hipotesis 5 terdapat pengaruh positif antara Emotional Brand Attachment terhadap Brand Loyalty. Hal ini menunjukkan bahwa hipotesis didukung. Dari hasil penelitian uji hipotesis 6 terdapat adanya pengaruh positif tetapi tidak signifikan antara Brand Love terhadap Brand Loyalty. Artinya pada uji hipotesis ini tidak didukung. Unit analisis yang digunakan adalah individu yang pernah membeli dan berkunjung ke restoran cepat saji minimal 3 kali dalam kurun waktu 1 tahun. Dimensi waktu pada penelitian ini adalah cross sectional, penelitian ini dilakukan pada satu waktu, yaitu kurang dari satu tahun dengan objek yang banyak dalam kurun waktu yang bersamaan.

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Published

29-12-2023

How to Cite

Nugraha, D. S., Prasetyo, H. C. A., & Kristaung, R. (2023). From Satisfaction to Loyalty: The Role of Emotional Structures in the Process of Transition from Satisfaction to Loyalty. Jurnal Pendidikan Tambusai, 7(3), 31311–31321. https://doi.org/10.31004/jptam.v7i3.12107

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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