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Submitted
January 10, 2024
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January 10, 2024
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January 10, 2024
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Abstract
Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman merek yang meliputi variabel sensorik, afektif, perilaku dan intelektual terhadap loyalitas merek yang dimoderasi oleh variabel gender. Populasi adalah seluruh pengguna smartphone yang memenuhi syarat sebagai responden. Sampel dalam penelitian ini adalah 100 responden. Hasil penelitian menunjukkan bahwa (1) secara simultan variabel sensorik, afektif, perilaku dan intelektual berpengaruh signifikan terhadap loyalitas merek; (2) secara parsial variabel sensorik dan afektif tidak berpengaruh signifikan, sedangkan variabel perilaku dan intelektual berpengaruh signifikan terhadap loyalitas merek; dan (3) gender berperan sebagai variabel moderator, dimana pada laki-laki variabel perilaku dan intelektual berpengaruh signifikan dalam mempengaruhi loyalitas merek, sedang pada perempuan variabel afektif dan intelektual berpengaruh signifikan terhadap loyalitas merek.
Kata kunci: Pengalaman merek, sensorik, afektif, perilaku, intelektual, loyalitas merek
Article Details
References
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Alloza, A. 2008. Brand Engagement and Brand Experience at BBVA, the Transformation of a 150 Years Old Company. Corporate Reputation Review, 11(4), 371–379
Ambler, T., Bhattacharya, C.B., Edell, J., Keller, K.L., Lemon, K.N., dan Mittal, V. 2002. Relating Brand and Customer Perspectives on Marketing Management. Journal of Service Research, 5(1), 13-25.
Anggoro, W. B., Suliyanto, S., dan Rahab, R. 2019. Pengaruh Pengalaman Merek terhadap Kesetiaan Merek Dimediasikan oleh Kecintaan Merek, Kepercayaan Merek, dan Keterikatan Merek. Jurnal Ekonomi, Bisnis, dan Akuntansi, 21(3).
Baldinger, A, dan Rubinson, J. 1996. Brand Loyalty: The Link Between Attitude and Behavior. Journal of Advertising Research, 36(6), 22-35.
Başer, İ.U., Cintamür, G dan, Arslan, F.M. 2015. Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2):101
Bennett, R.R., dan Thiele, R.S. 2004. Customer Satisfaction Should Not Be The Only Goal. Journal of Services Marketing, 187(7)
Brakus, J.J., Schmitt, B.H. dan Zarantonello, L. 2009. Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52-68.
Ghozali, I. 2005. Aplikasi Multivariate Dengan Program SPSS. Badan Penerbit Diponegoro. Semarang.
Groth, J.C., dan McDaniel, S.W. The Exclusive Value Principle: The Basis for Prestige Pricing. Journal of Consumer Marketing 10(1):10-16
Hwang, J., dan Hyun, S. 2012. The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Paciï¬c Journal of Tourism Research, 17(6), 656–683.
Jacoby, J., dan Olson, J.C. 1970, An Attitudinal Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research. Purdue Papers in Consumer Psychology, 159. Purdue University.
Kotler, P. dan Amstrong, G. 1997. Dasar-dasar Pemasaran. Jilid I, Prenhallindo. Jakarta.
Miao, L., Lehto, X.Y., dan Wei, W. 2014. The Hedonic Value of Hospitality Consumption: Evidence From Spring Break Experiences. Journal of Hospitality Marketing & Management, 23(2):99-121
Oliver, R.L. 1999 Whence Consumer Loyalty? Journal of Marketing, 63: 33-44.
Pine, B.J., II, dan Gilmore, J.H. 1999. Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.
Schmitt, B. 1999. Experiential Marketing. Journal of Marketing Management, 15, 53-67.
Shim, S.I., Forsythe, S., dan Kwon, W.S. (2015). Impact of Online Flow on Brand Experience and Loyalty. Journal of Electronic Commerce Research, 16(1), 56.
Sugiyono. 2008. Metode Penelitian Bisnis. Cetakan Keduabelas. Alfabeta. Bandung.
Temporal, P. 2002. Advanced Brand Management. John Wiley. Singapore.
Thembiliyagoda, U.S. 2018. Effects of Brand Experience on Consumer Brand Loyalty in Fashion Retail Industry. Global Journal of Management and Business Research, 18(E7): 47–56..
References
Alloza, A. 2008. Brand Engagement and Brand Experience at BBVA, the Transformation of a 150 Years Old Company. Corporate Reputation Review, 11(4), 371–379
Ambler, T., Bhattacharya, C.B., Edell, J., Keller, K.L., Lemon, K.N., dan Mittal, V. 2002. Relating Brand and Customer Perspectives on Marketing Management. Journal of Service Research, 5(1), 13-25.
Anggoro, W. B., Suliyanto, S., dan Rahab, R. 2019. Pengaruh Pengalaman Merek terhadap Kesetiaan Merek Dimediasikan oleh Kecintaan Merek, Kepercayaan Merek, dan Keterikatan Merek. Jurnal Ekonomi, Bisnis, dan Akuntansi, 21(3).
Baldinger, A, dan Rubinson, J. 1996. Brand Loyalty: The Link Between Attitude and Behavior. Journal of Advertising Research, 36(6), 22-35.
Başer, İ.U., Cintamür, G dan, Arslan, F.M. 2015. Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2):101
Bennett, R.R., dan Thiele, R.S. 2004. Customer Satisfaction Should Not Be The Only Goal. Journal of Services Marketing, 187(7)
Brakus, J.J., Schmitt, B.H. dan Zarantonello, L. 2009. Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52-68.
Ghozali, I. 2005. Aplikasi Multivariate Dengan Program SPSS. Badan Penerbit Diponegoro. Semarang.
Groth, J.C., dan McDaniel, S.W. The Exclusive Value Principle: The Basis for Prestige Pricing. Journal of Consumer Marketing 10(1):10-16
Hwang, J., dan Hyun, S. 2012. The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Paciï¬c Journal of Tourism Research, 17(6), 656–683.
Jacoby, J., dan Olson, J.C. 1970, An Attitudinal Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research. Purdue Papers in Consumer Psychology, 159. Purdue University.
Kotler, P. dan Amstrong, G. 1997. Dasar-dasar Pemasaran. Jilid I, Prenhallindo. Jakarta.
Miao, L., Lehto, X.Y., dan Wei, W. 2014. The Hedonic Value of Hospitality Consumption: Evidence From Spring Break Experiences. Journal of Hospitality Marketing & Management, 23(2):99-121
Oliver, R.L. 1999 Whence Consumer Loyalty? Journal of Marketing, 63: 33-44.
Pine, B.J., II, dan Gilmore, J.H. 1999. Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.
Schmitt, B. 1999. Experiential Marketing. Journal of Marketing Management, 15, 53-67.
Shim, S.I., Forsythe, S., dan Kwon, W.S. (2015). Impact of Online Flow on Brand Experience and Loyalty. Journal of Electronic Commerce Research, 16(1), 56.
Sugiyono. 2008. Metode Penelitian Bisnis. Cetakan Keduabelas. Alfabeta. Bandung.
Temporal, P. 2002. Advanced Brand Management. John Wiley. Singapore.
Thembiliyagoda, U.S. 2018. Effects of Brand Experience on Consumer Brand Loyalty in Fashion Retail Industry. Global Journal of Management and Business Research, 18(E7): 47–56..
Ambler, T., Bhattacharya, C.B., Edell, J., Keller, K.L., Lemon, K.N., dan Mittal, V. 2002. Relating Brand and Customer Perspectives on Marketing Management. Journal of Service Research, 5(1), 13-25.
Anggoro, W. B., Suliyanto, S., dan Rahab, R. 2019. Pengaruh Pengalaman Merek terhadap Kesetiaan Merek Dimediasikan oleh Kecintaan Merek, Kepercayaan Merek, dan Keterikatan Merek. Jurnal Ekonomi, Bisnis, dan Akuntansi, 21(3).
Baldinger, A, dan Rubinson, J. 1996. Brand Loyalty: The Link Between Attitude and Behavior. Journal of Advertising Research, 36(6), 22-35.
Başer, İ.U., Cintamür, G dan, Arslan, F.M. 2015. Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2):101
Bennett, R.R., dan Thiele, R.S. 2004. Customer Satisfaction Should Not Be The Only Goal. Journal of Services Marketing, 187(7)
Brakus, J.J., Schmitt, B.H. dan Zarantonello, L. 2009. Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52-68.
Ghozali, I. 2005. Aplikasi Multivariate Dengan Program SPSS. Badan Penerbit Diponegoro. Semarang.
Groth, J.C., dan McDaniel, S.W. The Exclusive Value Principle: The Basis for Prestige Pricing. Journal of Consumer Marketing 10(1):10-16
Hwang, J., dan Hyun, S. 2012. The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Paciï¬c Journal of Tourism Research, 17(6), 656–683.
Jacoby, J., dan Olson, J.C. 1970, An Attitudinal Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research. Purdue Papers in Consumer Psychology, 159. Purdue University.
Kotler, P. dan Amstrong, G. 1997. Dasar-dasar Pemasaran. Jilid I, Prenhallindo. Jakarta.
Miao, L., Lehto, X.Y., dan Wei, W. 2014. The Hedonic Value of Hospitality Consumption: Evidence From Spring Break Experiences. Journal of Hospitality Marketing & Management, 23(2):99-121
Oliver, R.L. 1999 Whence Consumer Loyalty? Journal of Marketing, 63: 33-44.
Pine, B.J., II, dan Gilmore, J.H. 1999. Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.
Schmitt, B. 1999. Experiential Marketing. Journal of Marketing Management, 15, 53-67.
Shim, S.I., Forsythe, S., dan Kwon, W.S. (2015). Impact of Online Flow on Brand Experience and Loyalty. Journal of Electronic Commerce Research, 16(1), 56.
Sugiyono. 2008. Metode Penelitian Bisnis. Cetakan Keduabelas. Alfabeta. Bandung.
Temporal, P. 2002. Advanced Brand Management. John Wiley. Singapore.
Thembiliyagoda, U.S. 2018. Effects of Brand Experience on Consumer Brand Loyalty in Fashion Retail Industry. Global Journal of Management and Business Research, 18(E7): 47–56..