Performance
Vol 30 No 2 (2023): Performance

The Role Of Brand Love As A Mediation Of Satisfaction And Loyalty

Hayuningtias, Kristina Anindita (Unknown)
Basiya, Robertus (Unknown)
Putra, Harmanda Berima (Unknown)

Article Info

Publish Date
29 Dec 2023

Abstract

This study aims to analyze the role of brand love in the relationship between satisfaction and loyalty. The sample size in this study was 174 respondents who were consumers of skin care products . Based on the results of data analysis using Structural Equation Modeling (SEM), it was found that satisfaction has a positive effect on brand love. Still, satisfaction has yet to be proven to affect consumer loyalty. Meanwhile, brand love proves to have a positive influence on loyalty. Furthermore, brand love does not mediate the relationship between satisfaction and loyalty. Key Words: satisfaction, brand love, loyalty.

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Journal Info
Performance
Website

Abbrev

performance

Publisher

Universitas Jenderal Soedirman

Subject

Education

Description

Performance is our bianually peer-reviewed journal, designed to accommodate research articles in the domain of management science. This journal has been published by Faculty of Economics and Business, Universitas Jenderal Soedirman since 2003. We invite articles in all functional area of management, ...