Pengaruh Identity Based Attachment terhadap Brand Loyalty yang dimediasi oleh Emotion Based Attachment dengan Customer Experience sebagai Moderasi pada Restoran McDonal’s

Anya Aisha Yunanta
Soepatini

Journal of Ekonomics, Finance, and Management Studies
Vol. 6 No. 4 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam

This study examines the effect of identity-based attachment on brand loyalty, mediated by emotion-based attachment and moderated by customer experience in McDonald's restaurants. A quantitative approach using Structural Equation Modeling (SEM) with SmartPLS 3 was employed. Data were collected through an online questionnaire using a Likert scale, involving 145 respondents who had purchased McDonald's within the last three months. The findings indicate that identity-based attachment significantly influences brand loyalty, mediated by emotion-based attachment. However, customer experience does not strengthen the relationship between emotion-based attachment and brand loyalty. The study's limitations include the sample size and distribution. Future research should expand respondent coverage and include additional variables to enhance analytical depth.