了解品牌体验和品牌满意度对品牌忠诚度的影响:以品牌热爱为中介

Fadlan Ihza Andika Widiyantoro, R. Kuswati
{"title":"了解品牌体验和品牌满意度对品牌忠诚度的影响:以品牌热爱为中介","authors":"Fadlan Ihza Andika Widiyantoro, R. Kuswati","doi":"10.32996/jhsss.2024.6.2.2","DOIUrl":null,"url":null,"abstract":"The aim of this research is to uncover the impact of brand experience and brand satisfaction on brand loyalty, with brand love mediating between the two. The research employs a deductive quantitative approach. The researcher utilizes a survey design with a sample size of 230 UMS students. Non-probability purposive sampling technique is chosen to select respondents for this study. Instrument testing is conducted through construct validity and reliability tests, which indicate valid and reliable results. Hypothesis testing is performed using SEM-PLS with the Smart PLS tool through outer and inner models. This study empirically demonstrates that brand love can mediate the influence of brand experience and brand satisfaction on brand loyalty. The theoretical contribution of this study offers insights into brand loyalty concerning brand experience, brand satisfaction, and brand love. The practical contribution suggests that companies should focus on brand satisfaction in addition to brand experience and brand love to contribute to the enhancement of brand loyalty.","PeriodicalId":506933,"journal":{"name":"Journal of Humanities and Social Sciences Studies","volume":"26 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Understanding the Influence of Brand Experience and Brand Satisfaction on Brand Loyalty: Mediated by Brand Love\",\"authors\":\"Fadlan Ihza Andika Widiyantoro, R. Kuswati\",\"doi\":\"10.32996/jhsss.2024.6.2.2\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The aim of this research is to uncover the impact of brand experience and brand satisfaction on brand loyalty, with brand love mediating between the two. The research employs a deductive quantitative approach. The researcher utilizes a survey design with a sample size of 230 UMS students. Non-probability purposive sampling technique is chosen to select respondents for this study. Instrument testing is conducted through construct validity and reliability tests, which indicate valid and reliable results. Hypothesis testing is performed using SEM-PLS with the Smart PLS tool through outer and inner models. This study empirically demonstrates that brand love can mediate the influence of brand experience and brand satisfaction on brand loyalty. The theoretical contribution of this study offers insights into brand loyalty concerning brand experience, brand satisfaction, and brand love. The practical contribution suggests that companies should focus on brand satisfaction in addition to brand experience and brand love to contribute to the enhancement of brand loyalty.\",\"PeriodicalId\":506933,\"journal\":{\"name\":\"Journal of Humanities and Social Sciences Studies\",\"volume\":\"26 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-02-05\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Humanities and Social Sciences Studies\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.32996/jhsss.2024.6.2.2\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Humanities and Social Sciences Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.32996/jhsss.2024.6.2.2","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

本研究旨在揭示品牌体验和品牌满意度对品牌忠诚度的影响,而品牌热爱则是两者之间的中介。本研究采用演绎定量方法。研究人员采用了调查设计,样本量为 230 名 UMS 学生。本研究选择了非概率目的性抽样技术来选择受访者。通过构建有效性和可靠性测试对工具进行了检验,结果显示有效且可靠。使用 SEM-PLS 和 Smart PLS 工具,通过外部和内部模型进行假设检验。本研究通过实证研究证明,品牌热爱可以调节品牌体验和品牌满意度对品牌忠诚度的影响。本研究的理论贡献在于提供了有关品牌体验、品牌满意度和品牌热爱对品牌忠诚度的启示。实践贡献则建议企业在关注品牌体验和品牌热爱的同时,还应关注品牌满意度,以促进品牌忠诚度的提高。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Understanding the Influence of Brand Experience and Brand Satisfaction on Brand Loyalty: Mediated by Brand Love
The aim of this research is to uncover the impact of brand experience and brand satisfaction on brand loyalty, with brand love mediating between the two. The research employs a deductive quantitative approach. The researcher utilizes a survey design with a sample size of 230 UMS students. Non-probability purposive sampling technique is chosen to select respondents for this study. Instrument testing is conducted through construct validity and reliability tests, which indicate valid and reliable results. Hypothesis testing is performed using SEM-PLS with the Smart PLS tool through outer and inner models. This study empirically demonstrates that brand love can mediate the influence of brand experience and brand satisfaction on brand loyalty. The theoretical contribution of this study offers insights into brand loyalty concerning brand experience, brand satisfaction, and brand love. The practical contribution suggests that companies should focus on brand satisfaction in addition to brand experience and brand love to contribute to the enhancement of brand loyalty.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
期刊最新文献
Research on Design for the Elderly-Friendly Space Literature Review Regulatory Capture by Corporations, Liberalization of Industrial Forest Sector and Deforestation in Indonesia Staging Desire Androgynously: An Alternative Vision of Identity The Feminisation of Indonesia's Political Parties: Indonesian Democratic Party of Struggle (PDI Perjuangan) and the Prosperous Justice Party (PKS) Visualization Analysis of the Translation and Dissemination of The Analects Based on CiteSpace (2013-2023)
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1