Pengaruh Brand Experience Terhadap Brand Loyalty Dengan Brand Love Sebagai variabel Mediasi Pada Pengguna Iphone Di Surabaya

Abstract

The purpose of this research is to test the effect of brand experience on brand loyalty, brand experience on brand love, brand love on brand loyalty, and brand love in mediating the influence of brand experience on brand loyalty. The variable that is used is brand experience as independent variable (X), brand loyalty as dependent variable (Y), and brand love as mediator variable (M). This research uses quantitative research method and Partial Least Square (PLS) - Structural Equation Modelling (SEM) data process. The sampling is done by convenience sampling with questionnaire instrument by using Likert scale. The questionnaire is distributed online by using Google form media. The population of this research is iPhone users in Indonesia. The sample of this research is 140 respondents of Z generation who have done purchase iPhone more than once. The results of this research show that brand experience affects significant and positive on brand loyalty, brand experience affects significant and positive on brand love, brand love affects significant and positive on brand loyalty, and there is an effect of brand love in mediating the impact of brand experience on brand loyalty partially.