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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Anya Aisha Yunanta
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Identity Based Attachment terhadap Brand Loyalty yang dimediasi oleh Emotion Based Attachment dengan Customer Experience sebagai Moderasi pada Restoran McDonal’s Anya Aisha Yunanta; Soepatini
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 4 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i4.7577

Abstract

This study examines the effect of identity-based attachment on brand loyalty, mediated by emotion-based attachment and moderated by customer experience in McDonald's restaurants. A quantitative approach using Structural Equation Modeling (SEM) with SmartPLS 3 was employed. Data were collected through an online questionnaire using a Likert scale, involving 145 respondents who had purchased McDonald's within the last three months. The findings indicate that identity-based attachment significantly influences brand loyalty, mediated by emotion-based attachment. However, customer experience does not strengthen the relationship between emotion-based attachment and brand loyalty. The study's limitations include the sample size and distribution. Future research should expand respondent coverage and include additional variables to enhance analytical depth.
Co-Authors Soepatini