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All Journal Student Journal of Business and Management (SJBM)
Marjono Harianto marjono
a:1:{s:5:"en_US";s:21:"Universitas Bengkulu ";}
Economics, Econometrics & Finance

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BRAND LOVE SEBAGAI MEDIATOR ANTARA PRIDE BRANDING DAN LOYALITAS KONSUMEN TERHADAP MEREK APPLE DI INDONESIA Marjono Harianto marjono
Student Journal of Business and Management Vol. 8 No. 3 (2025)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/sjbm.v8i3.47460

Abstract

In Indonesia's market, where national pride campaigns are prominent, global brands like Apple paradoxically sustain intense consumer loyalty. This phenomenon indicates that loyalty transcends functional attributes and is significantly driven by psychological constructs, specifically pride branding and emotional brand attachment. This study aims to analyze the impact of pride branding on consumer loyalty, with brand love tested as a mediating variable, within the context of Indonesian Apple product users. Employing a quantitative explanatory design with path analysis, data were collected via an online questionnaire from 200 respondents selected through purposive sampling. The proposed relationships were examined using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach in SmartPLS 4.0 software. The analysis confirms two main effects: (1) Both pride branding and brand love exert a positive and significant direct influence on consumer loyalty. (2) Pride branding significantly enhances brand love. Crucially, brand love functions as a partial mediator in the relationship between pride branding and loyalty. For Apple consumers in Indonesia, brand love serves as a pivotal mediating mechanism. Pride branding strengthens loyalty not only directly but also indirectly by fostering deep emotional bonds (brand love). These results provide empirical support for Consumer-Brand Relationship Theory and offer valuable managerial implications for building emotionally anchored loyalty in the premium technology sector.
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