PERAN EMOSI SEBAGAI VARIABEL MEDIASI PADA PENGALAMAN MEREK DAN LOYALITAS MEREK
DOI:
https://doi.org/10.35794/jmbi.v9i3.45623Abstract
Abstract. The purpose of this study was to test and analyze whether there is an impact between the brand experience on brand loyalty and the mediation of emotions. The research category is qualitative research using the purposive sampling method using questionnaires. The sample is smartphone users who have used their favorite smartphone brand for at least the past year and are domiciled in the city of Bandung. The data that has been collected is tested, namely validity and reliabilty tests, classical assumptions, and path analysis tests. The gain is that there is an impact on the brand experience on brand loyalty through emotion as a mediating variable.
Abstrak. Tujuan dibuatnya penelitian ini adalah untuk menguji dan menganalisis apakah ada dampak antara pengalaman merek atas loyalitas merek dengan mediasi emosi. Kategori penelitian yakni penelitian kualitatif yang menggunakan metode purposive sampling memakai kuesioner. Sampel yakni pemakai smartphone yang sudah menggunakan merek smartphone favorit mereka setidaknya selama satu tahun terakhir dan berdomisili di Kota Bandung. Data yang telah terkumpul dilakukan pengujian yaitu uji validitas dan reliabilitas, asumsi klasik, serta uji path analysis. Perolehan yang didapatkan adalah terdapat dampak atas pengalaman merek pada loyalitas merek melalui emosi sebagai variabel mediasi.
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