Does Experience Lead People to Buy? The Formation of Brand Loyalty Using the Theory of Love on Older Consumers

Bertina Sjabadhyni (Faculty of Psychology Universitas Indonesia)
Martina Dwi Mustika (Faculty of Psychology Universitas Indonesia)
Kinanti Alvani Pane (Faculty of Psychology Universitas Indonesia)
Deepraj Kaur (Faculty of Psychology Universitas Indonesia)
Alvin Eryandra (Faculty of Psychology Universitas Indonesia)

Humaniora
Vol. 10 No. 2 (2019): Humaniora

This research investigated factors that influence the positive brand experiences of older consumers that lead them to be loyal to the product. Data were collected using a paper-based survey, and 362 older consumers participated in the research. Using path analysis, the results suggested that the relationship between brand experience and brand loyalty was stronger when the experience of older consumers predicted their loyalty through affectivity and trust. This research provided evidence that the consumer and brand relationship could be explained using the triangular theory of love and the theory of planned behavior. It can be concluded that the affection and trust of older consumers are essential. Thus, their experience of the product leadsto loyalty.