<![CDATA[ABSTRAKDalam 4 Tahun kebelakang, pasar smartphone didominasi oleh merek terkenal seperti Iphone dan Samsung. Pada tahun 2025, dalam 5 merek teratas pada pasar smartphone 4 diantaranya adalah merek smarphone asal negera china. Penelitian ini bertujuan untuk menganalisis peran mediasi brand addiction dalam hubungan antara brand knowledge dan brand love terhadap brand loyalty pada pasar smartphone di Indonesia, dengan fokus pada dominasi merek-merek smartphone asal Tiongkok. Data dikumpulkan dari 280 konsumen smartphone dan dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan bantuan AMOS. Hasil penelitian menunjukkan bahwa brand love berpengaruh positif signifikan terhadap brand addiction, sedangkan brand knowledge tidak berpengaruh signifikan terhadap brand addiction. Selanjutnya, brand addiction terbukti berpengaruh positif terhadap brand loyalty. Implikasinya, perusahaan perlu memperkuat brand love dan brand loyalty melalui pendekatan emosional dan pengalaman merek yang menyenangkan, serta mengelola brand addiction secara etis untuk menjaga keterikatan konsumen tanpa menimbulkan dampak negatif.ABSTRACTIn the past four years, the smartphone market has been dominated by well-known brands like iPhone and Samsung. By 2025, four of the top five brands in the smartphone market will be Chinese. This study aims to analyze the mediating role of brand addiction in the relationship between brands knowledge and brand love for the brand loyalty in the Indonesian smartphone market, focusing on the dominance of Chinese smartphone brands. Data were collected from 280 smartphone consumers and analyzed using the Structural Analysis method. Equation Modeling (SEM) with the help of AMOS. The results of the study show that the brand love has a significant positive effect on brand addiction, while the brand knowledge does not have a significant effect on brand addiction. Next, the brand Addiction has been proven to have a positive effect on brands loyalty. The implication is that companies need to strengthen their brand love and brand loyalty through emotional approaches and enjoyable brand experiences, as well as managing the brand addiction ethically to maintain consumer engagement without causing negative impacts.]]>
