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All Journal Jurnal EMT KITA The Spirit of Society Journal : International Journal of Society Development and Engagement IJEBD (International Journal Of Entrepreneurship And Business Development) International Journal of Social Science and Business IJIEEB : International Journal of Integrated Education, Engineering and Business Proceeding of World Conference Jurnal Ilmiah Edunomika (JIE) Madaniya JURNAL EKONOMI (JE) Quantitative Economics and Management Studies FINANCE : International Journal Of Management Finance JIPITI: Jurnal Pengabdian kepada Masyarakat Jurnal Riset Multidisiplin Edukasi
Sengguruh Nilowardono
Department Of Management Faculty Of Economics And Business Narotama University, Surabaya, Indonesia
Religion Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Social Sciences Other

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Journal : International Journal of Social Science and Business

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The Role of Brand Love in the Influence of Online Shopping Website Quality and Brand Experience on Costumer Loyalty Sengguruh Nilowardono
International Journal of Social Science and Business Vol. 6 No. 4 (2022): November
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v6i4.45787

Abstract

Online shopping has become a way of life for many Indonesians nowadays. Quality online shopping websites do not automatically guarantee loyalty as well as brand experience. This can be seen from previous research, so this is a research gap that must be found a solution, therefore this research is needed to be able to help overcome this problem. This study aims to analyzed the effect of website quality and brand experience on brand loyalty with brand love as an intervening variable. The research method used purposive sampling technique where the data is examined using measurements by considering individual choices. The sample collection used a questionnaire, and the number of samples used is 100 respondents. The data analysis technique in this study uses Partial Least. Square (PLS). According to the findings of this study, both brand experience and brand love have a positive and substantial effect on consumer loyalty, whereas website quality has no positive and significant effect on brand loyalty. Brand love is a variable that influences consumer loyalty by mediating the impact of website quality and brand experience. The practical implication of this research is to provide insight that establishing consumer loyalty requires more than only relying on the quality of the website and brand experience, but also taking brand love into account.
Co-Authors Agus Sukoco Ainil Mardiah Ani Wulandari Arimbawa, I Gede Ariyanto Setyoaji Catur Rachmad Susetyo Chandra, Dharnita Che Zalina bt Zulkifli Dharlinda Suri, Dharlinda Diana Deta Sari Dipa Teruna Awaloedin Gina Alivea Oryza I Gede Arimbawa I Putu Artaya Iga Aju Nitya Dharmani Irawan, Rega Irsa Izzakud Wahasanah Joko Suyono Kamisutara, Made Kushariyadi Kushariyadi Miftahur Rochman Muji Utomo Novita Alfian Prama Wildan Ardiansyah Puspa Rini Puspa Rini, Puspa Putri, Sarah Wahyu Darmawan Geraldine Putu Imam Kristianto Ratna Juwita Permata Nanda Rega Irsa Irawan Rindi Rindi Risky Bahrudin Yusuf Sarah Wahyu Darmawan Geraldine Putri Sattar Sattar Susetyo, Catur Rachmad Vincent Audi Santoso Wasana Boonsong Widya Avila Kristiati Wulandari, Ani Yuni Rahmawati