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All Journal Jurnal Pengolahan dan Bioteknologi Hasil Perikanan Lembaran Ilmu Kependidikan JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Journal of Tropical Crop Science English Language Teaching Educational Journal Jurnal Ilmiah Edunomika (JIE) International Journal of Economics Development Research (IJEDR) Jurnal Ekonomi Dan Bisnis SOLUSI Indonesian Journal of Educational Assesment Jurnal Mandiri IT SASKARA: Indonesian Journal of Society Studies ALLURE JOURNAL HEUTAGOGIA: Journal of Islamic Education Journal Economic Insights Journal of Artificial Intelligence and Digital Business Jurnal Pelita Pengabdian Journal of Environment and Sustainability Education Jurnal Abdimas Ekonomi Terapan Asmara
Cahyo, Septian Dwi
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Journal : JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam)

 1 
HUBUNGAN BRAND EXPERIENCE DAN BRAND LOVE TERHADAP BRAND LOYALTY: PERAN BRAND ATTITUDE SEBAGAI MEDIATOR Cahyo, Septian Dwi; Patmasari, Eka Kurnia; Lestari, Ika Anggun
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 12 No 1 (2024): Volume 12 Nomor 1 2024
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v12i1.8312

Abstract

The company creates its competitive advantage through brand loyalty. Brand loyalty can be achieved when a company can offer a unique brand that  other brands do not. Brands must be well managed  to provide a competitive advantage. Building brand loyalty takes matching the character of a product with the consumer's personality so that the more positive is the consumer and the attitude towards the brand, the more attractive and reliable it isthe more positive  the consumer and attitude towards the brand. The purpose of this research  is to define the role of  brand attitude as a variable that mediates the relationship between brand experience and brand love and brand loyalty. This study focuses on consumers using local skin care brands in Indonesia. Local skin brands were chosen because the industry is currently  growing rapidly. The method used in this study is purposive sampling. of respondents who currently use local skin care brands. This study used  250 respondents from Indonesia. The results of this study show that mediating of role the brand attitude cannot mediate the relationship of brand experience and brand love with brand loyalty.
Co-Authors - Sumardianto A.A. Ketut Agung Cahyawan W Aang Alim Murtopo Adlawan, Hendely A. Al Fariz, Arif Budiman Ani Kurniawati Anthonios, Rich Edrick Astuti, Fitria Yuni Azizi, Muhammad Arrizky Adhita Bactiar, Dwi Dicky Bali, Ika Bangkara, B.M.A.S Anaconda Cahyani, Dhea Indah Damaris, Lucia Deviani, Nadya Dewi, Adhisty Kartika Dewiki, Santi Eka Kurnia Patmasari Gunawan Gunawan Imtiyaz Farras Mufidah Kaswandi, Carolus Khasanah, Ramadhani Uswatun Kuwatno Lestari, Citra Ayu Lestari, Ika Anggun Mahfud Nugroho Marlon R. Astillero Miftahul Fikri Mohamad Saufi Che Rusuli Mubarok, Ahmad Shofi Munif Ghulamahdi Nawa, Victoria Astra Nurdiansyah, Aulia Nurhaliza, Mira Nurmalasari, Auliya NURUL ANNISA Nurul Fadilah, Nurul Pambudi, Sulistyo Patmasari, Eka Kurnia Pratiwi, Widya Ayu Rikayana, Askha Egyta Santoso, Bayu Aji Saraya, Sitta Sari, Vincentia Indah Puspita Sarif Surorejo Shalsabilla, Aura Sihono Sihono Siti Maziyah Soedirgo, Farel Danto Sri Supriyati Sucipto Sucipto Sukardi, Rendi Restiana Tri Winarni Agustini Utami, Herwati Dwi Wahid Nugroho Wijayanti, Mia Yeni Yuniarti, Yeni Zayadi, Nur Hidayah Binti