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All Journal Jurnal Manajemen Maranatha
Febryanti, Binta
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran kecintaan merek terhadap kepuasan merek, keterlibatan merek, dan loyalitas merek Burhanudin, Burhanudin; Febryanti, Binta
Jurnal Manajemen Maranatha Vol 23 No 1 (2023): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v23i1.7610

Abstract

This research aims to examine the influence of brand satisfaction on brand love and subsequently on both brand engagement and brand loyalty in the context of beauty products. Additionally, this research examines the mediation effect of brand love on the relationship between brand satisfaction and brand engagement, as well as between brand satisfaction and brand loyalty. The sample for this research consisted of 358 respondents. This study employed structural equation modeling to analyze the data. The results of this research indicate that brand satisfaction has a significant positive effect on brand love and subsequently on both brand engagement and brand loyalty. Additionally, this research reveals mediation effects, with brand love mediating the relationship between brand satisfaction and brand engagement, as well as between brand satisfaction and brand loyalty. These findings suggest that beauty product marketers can utilize brand satisfaction to drive engagement, loyalty, and love to a brand as a marketing strategy.
Co-Authors Burhanudin Burhanudin