PERAN BRAND LOVE MEMEDIASI PENGARUH BRAND SATISFACTION TERHADAP BRAND LOYALTY (Studi pada pelanggan Toko Buku Gramedia di Kota Denpasar)
Abstract
The purpose of this study was to test and explain the role of brand love in mediating the effect of brand satisfaction on brand loyalty. The population of this study were people in Denpasar City who had shopped for books at least 2 times at Gramedia Bookstore in the past year. The sample size used was 110 people with purposive sampling method. The analysis technique used is Path Analysis using SEM-PLS. The results showed that brand satisfaction has no effect on brand loyalty, brand satisfaction has a positive and significant effect on brand love, and brand love has a positive and significant effect on brand loyalty, and brand love is able to fully mediate the effect of brand satisfaction on brand loyalty. This means that brand love is very important to exist between the influence of brand satisfaction on brand loyalty so that its influence becomes significant. Therefore, in the future, Gramedia bookstore really needs to build brand love from its customers.
References
Adinegara, G.N.J., Suprapti, N.W.S., Yasa, N.N.K., & Sukaatmadja, I. P. . (2017). Factors That Influences Tourist ’ s Satisfaction and Its Consequences. 9(8), 39–50.
Akroush, M. N., & Mahadin, B. (2019). An intervariable approach to customer satisfaction and loyalty in the internet service market Internet Research Article information?: January. https://doi.org/10.1108/IntR-12-2017-0514.
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2020). Investigating the antecedents of halal brand product purchase intention?: an empirical investigation. April. https://doi.org/10.1108/JIMA-03-2019-0063.
Amaro, S., Barroco, C., & Antunes, J. (2020). Exploring the antecedents and outcomes of destination brand love. Journal of Product & Brand Management, 30(3), 433–448.
Amegbe, H., Dzandu, M.D., & Hanu, C. (2021). International Journal of Bank Marketing. The Role of Brand Love on Bank Customers’ Perceptions of Corporate Social Responsibility, 39(1), 189–208.
Aljuhmani, H.Y., Elrehail, H., Bayram, P., & Samarah, T. (2022). Linking social media marketing efforts with customer brand engagement in driving brand loyalty. Asia Pacific Journal of Marketing and Logistics. https://doi.org/https://doi.org/10.1108/APJML-08-2021-0627.
Bairrada, C. M., Coelho, F., Coelho, A., Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love?: utilitarian and symbolic brand qualities. https://doi.org/10.1108/EJM-02-2016-0081.
Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 2597–2609.
Chung, M.R., & Welty Peachey, J. (2022). The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry. Sport, Business and Management, 12(2), 154–170.
Darmayasa, G.N.A.R., & Yasa, N. N. K. (2021). The Influence of Relationship Marketing on Customer Loyalty: Customer Satisfaction as a Mediation Variable. International Research Journal of Management, IT & Social Sciences, 8(6), 648–660. https://doi.org/10.21744/irjmis.v8n6.1963.
Devi, A.A.D.T.,& Yasa, N. N. K. (2021). The Role of Customer Satisfaction in Mediating the Influence of Service Quality and Perceived Value on Brand Loyalty. International Research Journal of Management, IT & Social Sciences, 8(3), 315–328. https://doi.org/10.21744/irjmis.v8n3.1786.
Elsäßer, M. and Wirtz, B. W. (2017). Rational and emotional factors of customer satisfaction and brand loyalty in a business-to-business setting. Journal of Business & Industrial Marketing, 32(1), 138–152.
Ghorbanzadeh, D. (2021). From satisfaction to loyalty: the role of emotional structures in the process of transition from satisfaction to loyalty. Asia-Pacific Journal of Business Administration, 13(3), 335–356.
Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38.
Ghosh, K., & Bhattacharya, S. (2022). Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach. Young Consumers, 23(4), 603–626. https://doi.org/https://doi.org/10.1108/YC-09-2021-1390.
Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465.
Ismail, I. J. (2022). I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention. Management Matters, 19(2), 167–186. https://doi.org/https://doi.org/10.1108/MANM-02-2022-0033.
Ismail, I. J. (2023). When love leads the way! Conceptualizing triangular theory of love and expectations-confirmation theory in Islamic banking. Journal of Islamic Marketing, 14(11), 2887–2906.
Karim, K., Ilyas, G.B., Umar, Z.A., Tajibu, M.J., & Junaidi, J. (2022). Consumers’ awareness and loyalty in Indonesia banking sector: does emotional bonding effect matters? December. https://doi.org/10.1108/JIMA-03-2022-0092.
Khan, I., Rahman, Z., & Fatma, M. (2016a). The role of customer brand engagement and brand experience in online banking. International Journal of Bank Marketing, 34(7), 1025–1041.
Khan, I., Rahman, Z., & Fatma, M. (2016b). The concept of online corporate brand experience: an empirical assessment. Marketing Intelligence & Planning, 34(5), 711–730.
Khan, A., Mohammad, A.S., & Muhammad, S. (2020). An integrated model of brand experience and brand love for halal brands?: survey of halal fast food consumers in Malaysia. June. https://doi.org/10.1108/JIMA-11-2019-0236.
Kim, S.-H., Kim, M.-S. and Lee, D. H. (2016). The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence from Coffee Shop Customers, Advances in Hospitality and Leisure (Advances in Hospitality and Leisure). Emerald Group Publishing Limited, Bingley, 12, 3–33.
Loureiro, S.M.C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41(7), 985–1005.
Muderawan, M.A.N.W., Rahanatha, G.B., & Yasa, N. N. K. (2020). Building Customer Loyalty Through Customer Satisfaction that Influenced by Promotion, Trust and Perceived Ease of Use. American Journal of Humanities and Social Sciences Research, 4(11), 102–112.
Paramarta, I.G.K.G.R., & Yasa, N. N. K. (2022). The Role Of Customer Satisfaction To Mediate The Effects Of Product Quality And E-Wom On Customer Loyalty: A Study On Bhineka Muda Coffee Shop Customers. Eurasia: Economics & Business, 9(63), 23–32.
Rasmiati, D., & Yasa, N. N. K. (2019). The Effect of Retail Service and Store Image on Customer Satisfaction and Loyalty At Nirmala Supermarket Jimbaran-Bali. European Journal of Business Economics and Accountancy, 7(3), 38–52.
Rather, A. (2018). Exploring Customers’ Attitudes Towards the Hospitality Brands in India: A Social Identity Perspective, Camilleri, M.A. (Ed.) The Branding of Tourist Destinations: Theoretical and Empirical Insights. Emerald Publishing Limited, Bingley, 207–231.
Riasma, D.K.P, Rahyuda, K., & Yasa, N. N. . (2018). The Role Of Satisfaction And Trust In Mediating The Relationship Of Brand Experience And Loyalty. International Journal of Economic, Commerce and Management, 1, 66–77.
Rodríguez-López, M.E., del Barrio-García, S., & Alcántara-Pilar, J. M. (2020). Formation of customer-based brand equity via authenticity: The mediating role of satisfaction and the moderating role of restaurant type. International Journal of Contemporary Hospitality Management, 32(2), 815–834.
Sadeque, S., Swapan, M.S.H., Roy, S.K., & Ashikuzzaman, M. (2022). City brand love: modelling and resident heterogeneity analysis. Journal of Product & Brand Management, 31(2), 322–337.
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/https://doi.org/10.1108/SJME-11-2020-0201.
Sarkar, A. S.S., & Pradhan, S. (2016). Examining the roles played by a store satisfaction-love framework in shaping the influence of store loyalty programs. Management Research Review, 39(8), 879–898.
Sarkar, S.S., J.G., Sarkar, A., Eshghi, A., & M.R., A. (2018). The impact of other customer perception on consumer-brand relationships. Journal of Service Theory and Practice, 28(2), 130–146.
Shehzadi, S., Nisar, Q.A., Hussain, M.S., Basheer, M.F., Hameed, W.U., & Chaudhry, N. I. (2021). The role of digital learning toward students’ satisfaction and university brand image at educational institutes of Pakistan: a post-effect of COVID-19. Asian Education and Development Studies, 10(2), 276–294. https://doi.org/https://doi.org/10.1108/AEDS-04-2020-0063.
Shin, H. H., & Jeong, M. (2022). Redefining luxury service with technology implementation: the impact of technology on guest satisfaction and loyalty in a luxury hotel. International Journal of Contemporary Hospitality Management, 34(4), 1491–1514. https://doi.org/https://doi.org/10.1108/IJCHM-06-2021-0798.
Song, S., & Kim, H.-Y. (2022). Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions. Journal of Product & Brand Management, 31(7), 1033–1046.
Suartina, I.W., I Gusti Ayu Wimba, Astrama, IM., Wulandari, NLAA, Rahmayanti, P.L.D., Yasa, N.N.K., & Sujana, I. K. (2022). The role of brand love in mediating the effect of intensive distribution and social media promotion on brand loyalty and e-WOM. International Journal of Data and Network Science, 6(2), 335–346.
www.topbrand.award.com, 2023
Uysal, A., & Okumu?, A. (2022). The effect of consumer-based brand authenticity on customer satisfaction and brand loyalty. Asia Pacific Journal of Marketing and Logistics, 34(8), 1740–1760.
Yasa, N.N.K., Santika, I. W., Giantari, I.G.A.K., Telagawathi, N.L.W.S., Muna, N., Rahanatha, G.B., Widagda, I.G.N.J.A., & Rahmayanti, P. L. . (2022). Local Brand Love Based On Product, Price, Promotion, Online Distribution. Journal of Distribution Science, 20(5), 35–47.https://doi.org/10.15722/jds.20.05.202205.35.
Yuniari, W., Yasa, N.N.K., Giantari, I.G.A.K., & Ekawati, N. W. (2020). The Role of Customer Brand Engagement and Affective Brand Commitment in Mediating the Relationship between Value Congruity and Brand Loyalty. Journal of Advanced Research in Dynamical and Control Systems, 12(SP4), 1963–1973. https://doi.org/10.5373/jardcs/v12sp4/20202071.
Abstract viewed = 16 times
PDF (Bahasa Indonesia) downloaded = 27 times
