Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Proceeding of International Conference on Entrepreneurship (IConEnt)
Song Yup Lee
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Connectivity Emotional Brand, Brand Love, Bridging Transition Process from Satisfaction to Loyalty (Evidenced from Samsung) John Tampil Purba; Sylvia Samuel; Diego; Hardi Basoeki; Song Yup Lee
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the positive effects of brand satisfaction, brand love, and emotional brand attachment on brand loyalty and customer loyalty. The research was conducted over four months, from August to November 2021, using a quantitative approach through online questionnaires distributed via Google Forms. A total of 300 respondents participated in this study. Data analysis was performed using SPSS and SEM AMOS software. The results indicate that all six proposed hypotheses are statistically significant. Brand satisfaction, brand love, and emotional brand attachment positively influence brand loyalty. Furthermore, brand satisfaction, brand loyalty, and emotional brand attachment also have a positive impact on customer loyalty. These findings highlight the importance of emotional and experiential factors in building long-term relationships between brands and consumers.
Co-Authors Diego Hardi Basoeki Purba, John Tampil Sylvia Samuel