Pengaruh Brand Love Dan Customer Satisfaction Dimediasi Oleh Self-Esteem Terhadap Brand Loyalty Pada Brand Uniqlo
Main Article Content
Brand merupakan faktor terpenting bagi perusahaan. Brand yang ekslusif dapat memperkuat pembeli atau pengguna sehingga dapat merasakan nilai tambah yang sesuai dengan kebutuhan brand. Tujuan dari penelitian ini untuk mengetahui pengaruh brand love dan brand loyalty melalui self-esteem sehingga memunculkan customer satisfaction terhadap brand Uniqlo. Sample pada penelitian ini dipilih berdasarkan metode purposive sampling dengan jumlah responden sebanyak 200 responden dengan kriteria pernah membeli produk Uniqlo minimal dua kali dalam enam bulan dengan menyebar kuesioner di JABODETABEK. Data dianalisis dengan menggunakan Structural Equation Model (SEM). Hasil penelitian ini menunjukan adanya pengaruh yang signifikan brand love terhadap brand loyalty, brand love terhadap self-esteem, customer satisfaction terhadap brand love, brand love memediasi customer satisfaction dengan brand loyalty, serta customer satisfaction dan self-esteem yang dimediasi oleh brand love. Hasil penelitian ini menunjukan pentingnya customer satisfaction untuk meningkatkan self-esteem bagi pelanggan, serta meningkatkan brand loyalty sebuah brand
Keywords:
Brand Loyalty, Self-Esteem, Brand Love, Customer Satisfaction
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Mrad, Mona, & Cui, Charles Chi. (2017). Brand addiction: conceptualization and scale development. European Journal of Marketing, 51(11–12), 1–48. https://doi.org/10.1108/EJM-10-2016-0571
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Rosenberg, Morris. (1979). Rosenberg Self-Esteem Scale. Conceiving the Self. https://doi.org/10.32388/bcazmm
Unal, Sevtap, & Ayd?n, Hatice. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love. Social and Behavioral Sciences, 92, 76–85. https://doi.org/10.1016/j.sbspro.2013.08.640
Wallace, Elaine, Cairnes, Marketing J. E., & Buil, Isabel. (2014). Consumer Engagement with Self-expressive Brands: Brand Love and WOM Outcomes (Vol. 2).
Aymar, Raduzzi, & Joseph, Eric Massey. (2019). Customers satisfaction and brand loyalty at McDonalds Maroc. African Journal of Marketing Management, 11(3), 21–34. https://doi.org/10.5897/ajmm2019.0599
Batra, Rajeev, Ahuvia, Aaron, & Bagozzi, Richard P. (2012). Brand love. Journal of Marketing, 76, 1–16.
Berliana, Ruth. (2022). STRATEGI PERSAINGAN BRAND DARI UNIQLO.
Bizman, Aharon, & Yinon, Yoel. (2002). Engaging in distancing tactics among sport fans: Effects on self-esteem and emotional responses. Journal of Social Psychology, 142(3), 381–392. https://doi.org/10.1080/00224540209603906
Campbell, Jennifer D. (1990). Self-Esteem and Clarity of the Self-Concept. Journal of Personality and Social Psychology, 59(3), 538–549.
Cuong, Dam Tri. (2020). Impact of Customer Satisfaction and Brand Image on Brand Loyalty. Jour of Adv Research in Dynamical & Control Systems, 12(October), 3151–3159. https://doi.org/10.5373/JARDCS/V12I6/S20201280
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Loureiro, S. M. C., Guibert, N. & Proud, W. (2019). Examining the Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison. International Journal of Hospitality Management, 47–55. https://doi.org/10.1016/j.ijhm.2015.04.012
Eastman, Jacqueline K., Goldsmith, Ronald E., & Flynn, Leisa Reinecke. (2017). Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7(3), 41–52.
Fedorikhin, Alexander, Park, C. Whan, & Thomson, Matthew. (2008). Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18, 281–291. https://doi.org/10.1016/j.jcps.2008.09.006
García, Jorge Acosta, y Olmos, Francisco Checa, Matheu, Manuel Lucas, & Carreño, Tesifón Parrón. (2019). Self esteem levels vs global scores on the Rosenberg self-esteem scale. Heliyon. https://doi.org/10.1016/j.heliyon.2019.e01378
Ghafoor, Muhammad Mudasar, Kashif Iqbal, Hafiz, Tariq, Usman, & Murtaza, Faizan. (2020). Impact of Customer Satisfaction and Brand Image on Brand Loyalty. Adv Research in Dynamical & Control Systems, 12(6). https://doi.org/10.5373/JARDCS/V12I6/S20201280
Gnambs, Timo, & Schroeders, Ulrich. (2020). Cognitive Abilities Explain Wording Effects in the Rosenberg Self-Esteem Scale. Assessment, 27(2), 404–418. https://doi.org/10.1177/1073191117746503
Hair Jr, J. F., M. Hult, G. T., M. Ringle, Christian, Sarstedt, Marko, P. Danks, Nicholas, & Ray, Soumya. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. In Springer.
Hegner, Sabrina M., Fenko, Anna, & Teravest, Annemiek. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product and Brand Management, 26(1), 26–41. https://doi.org/10.1108/JPBM-06-2016-1215
Hidayat, Anas, Adanti, Aprilia P., Darmawan, Arief, & Setyaning, Alldila N. A. (2019). Factors Influencing Indonesian Customer Satisfaction and Customer Loyalty in Local Fast-Food Restaurant. International Journal of Marketing Studies, 11(3), 131. https://doi.org/10.5539/ijms.v11n3p131
Hsu, Chia Lin, & Chen, Mu Chen. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121–133. https://doi.org/10.1016/j.chb.2018.06.037
Kotler, P., R., & Armstrong, G. (2018). Principles of Marketing. 2018(12925), 768.
Kusumawati, Andriani, Listyorini, Sari, Suharyono, & Yulianto, Edy. (2020). The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia. SAGE Open, 10(2). https://doi.org/10.1177/2158244020927035
Le, Minh T. H. (202AD). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 29(8), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
Le, Minh T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 152–175. https://doi.org/10.1108/SJME-05-2020-0086
Lisjak, Monika, Lee, Angela Y., & Gardner, Wendi L. (2012). When a Threat to the Brand Is a Threat to the Self: The Importance of Brand Identification and Implicit Self-Esteem in Predicting Defensiveness. Personality and Social Psychology Bulletin, 1–13. https://doi.org/10.1177/0146167212445300
Luhtanen, Riia, & Crocker, Jennifer. (1992). A Collective Self-Esteem Scale: Self-Evaluation of One’s Social Identity. Personality and Social Psychology Bulletin, 18(3), 302–318. https://doi.org/10.1177/0146167292183006
MacInnis, Deborah J., & Folkes, Valerie S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 1–20. https://doi.org/10.1016/j.jcps.2016.12.003
Malär, Lucia, Krohmer, Harley, Hoyer, Wayne D., & Nyffenegger, Bettina. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75, 35–52. https://doi.org/https://doi.org/10.1509/jmkg.75.4.35
Minjung Shin. (2020). The Effect of Loyalty Program Experiences on Hotel Customers ’ Brand Love?: Social Identity Theory Perspective. Conrad N. Hilton College of Hotel and Restaurant Management, (May).
Mrad, Mona, & Cui, Charles Chi. (2017). Brand addiction: conceptualization and scale development. European Journal of Marketing, 51(11–12), 1–48. https://doi.org/10.1108/EJM-10-2016-0571
Palusuk, Narissara, Koles, Bernadett, & Hasan, Rajibul. (2019). ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management. https://doi.org/10.1080/0267257X.2019.1572025
Rosenberg, Morris. (1979). Rosenberg Self-Esteem Scale. Conceiving the Self. https://doi.org/10.32388/bcazmm
Unal, Sevtap, & Ayd?n, Hatice. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love. Social and Behavioral Sciences, 92, 76–85. https://doi.org/10.1016/j.sbspro.2013.08.640
Wallace, Elaine, Cairnes, Marketing J. E., & Buil, Isabel. (2014). Consumer Engagement with Self-expressive Brands: Brand Love and WOM Outcomes (Vol. 2).
