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Purnomo, Sodik Dwi
Fakultas Ekonomika Dan Bisnis, Universitas Wijayakusuma Purwokerto, Jawa Tengah, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : Jurnal Fokus Manajemen

 1 
Brand Image Vs Brand Love: Which One Matters More For Customer Loyalty Among Mobile Legends Users? Aziezy, Enrico; Purnomo, Sodik Dwi
Jurnal Fokus Manajemen Vol 5 No 1 (2025): February
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v5i1.8005

Abstract

This study examines the impact of brand image (X1) and brand love (X2) on customer loyalty (Y), with customer engagement (Z) serving as a mediating variable among Mobile Legends: Bang-Bang users in Purwokerto. The research seeks to elucidate how these constructs interact and contribute to customer retention within the competitive mobile gaming sector. A total of 120 respondents were selected using a non-probability sampling approach, specifically employing accidental sampling. Data were analyzed through the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method using the SmartPLS 4.0 software package. The findings reveal that customer engagement significantly mediates the positive relationship between brand love and customer loyalty, indicating that an emotional attachment to the brand enhances loyalty through active customer involvement across various markets. Conversely, customer engagement does not mediate the relationship between brand image and customer loyalty, and brand image was found to exert no direct effect on loyalty. These outcomes underscore the critical importance of brand love in fostering customer loyalty, suggesting that strategies aimed solely at enhancing brand image may not be sufficient to drive sustained customer retention.
Co-Authors AA Sudharmawan, AA Adhitya, Bagus Ady Achadi Ady Achadi Agestifanka, Adna Fika Agus Prabawa ANISA FATMAWATI Anisa, Faefaya Ziadatul Arinastuti Arinastuti Aziezy, Enrico Badriah, Lilis Siti Cahyaningtyas Ria Uripi Cahyo, Heru Carla Selvianandia Alam Damar Jati Damar Jati Damar Jati Diah Retnowati Diah Setyorini Gunawan Eli Susanti Elvina Musyarof Fatmawati , Anisa Gita Putri Rahmawati Goro Binardjo Hari Winarto Hariski Nur Setiawan harsuti Harsuti, Harsuti Herbowo Herbowo, Herbowo Heri Setiawan Heris Kencana Herlina, Dian Nora Irhas Fudhail Isnaeni Rokhayati Istiqomah Istiqomah Istiqomah Istiqomah istiqomah istiqomah Istiqomah Istiqomah Ita Susilowati Kadarwati, Nunik kencana, heris Kinanti, Rinda Krisnhoe Sukma Danuta Larasati , Yustika Lestari, Herwiek Diyah Lilis Siti Badriah Luhita, Tiladela Mahardika, Dwiki Adhia Matufany, Olga Melinda Minadi Wijaya Muntahanah, Siti Nasution, Annio Indah Lestari Neni Safitri Neni Widayaningsih Neni Widyaningsih Nina Mardiana (F01108057) Octisari, Sully Kemala Panggalih, Chandra Arif Priyatama, Tunggul Puji Utami Putra Galih Rahmawan Putra, Satria Iswara Rahmawan, Putra Galih Rahmawati, Gita Putri Ramadhan, Khafridho Esa Ratna Puji Astuti, Ratna Puji Ratna Pujiasuti Recha Pangestika Sambodo, Herman Sambodo, Herman Santi Santi Suciningtyas Setiawan, Gawik Setiyaningsih, Apriyani Nur Siti Ainul Mukharomah Suharno Suharno Sukiman Sukiman Sundari, Sri Syaharani, Ajeng Bening Telefany Bunga Anugrah Ufit Panggarti Wahyuni, Yulina Tri Wulan Anggraini Yulina Tri Wahyuni Zuhaena, Fatwa Zumaeroh -