Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Solusi: Jurnal Kajian Ekonomi dan Bisnis
Wisnu Barata, Dody Muhamad
Unknown Affiliation
Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND LOVE PADA GEN Z DI KABUPATEN KLATEN MEMILIH MERK SNEAKERS LOKAL Hadi, Abdulhadi; Wisnu Barata, Dody Muhamad; Hardoko, Hardoko; Yusti, Yusti
Kajian Ekonomi dan Bisnis Vol. 19 No. 2 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi SBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51277/keb.v19i2.218

Abstract

Abstract This study aims to analyze the influence of brand experience on brand loyalty, with brand love as a mediating variable among Gen Z in Klaten Regency in choosing local sneaker brands. The research employs a quantitative approach with a survey method. Data were collected from 107 respondents selected through purposive sampling and analyzed using path analysis and Sobel test to examine mediation. The findings indicate that brand experience has a positive and significant effect on brand loyalty (β = 0.257; p = 0.011) and brand love (β = 0.604; p = 0.000). Additionally, brand love significantly influences brand loyalty (β = 0.609; p = 0.000). The Sobel test confirms that brand love significantly mediates the relationship between brand experience and brand loyalty (t = 3.711; p = 0.000). These findings suggest that a positive brand experience directly enhances consumer loyalty and indirectly strengthens it through brand love. Practical implications highlight the need for local sneaker brands to focus on improving brand experience and fostering emotional connections with consumers to build stronger loyalty Keywords: Brand Experience, Brand Loyalty, Brand Love, Local Sneakers, Gen Z
Co-Authors Abdul Hadi Hari Hardoko Hardoko Yusti Yusti, Yusti