Peran Brand Experience terhadap Behavioral Loyalty pada Pengguna Smartphone di Indonesia
DOI:
https://doi.org/10.55123/insologi.v4i5.6451Keywords:
Brand Experience, Brand Love, Brand Trust, Brand Satisfaction, Behavioral LoyaltyAbstract
This research investigates the importance of Brand Experience in fostering Behavioral Loyalty among smartphone users in Tangerang Regency, with Brand Love, Brand Trust, and Brand Satisfaction with the mediating roles of Brand Love, Brand Trust, and Brand Satisfaction. A quantitative approach was employed using the Covariance-Based Structural Equation Model (CB-SEM). Data were collected through an online questionnaire distributed via Google Form to members of Generation Z and Millennials residing in Tangerang Regency, who have a stable income and have independently purchased smartphones. A total of 212 valid responses were obtained. Data analysis was conducted using SmartPLS 4.0 software. The results indicate that Brand Experience has a positive influence on Brand Love, Brand Trust, and Brand Satisfaction. Furthermore, these three mediating variables also significantly affect Behavioral Loyalty. The findings highlight the importance of managing consistent and satisfying brand experiences to foster emotional attachment, trust, and customer satisfaction. These elements are crucial in building long-term behavioral loyalty toward smartphone brands. Practically, companies are encouraged to enhance emotional engagement, build customer trust, and ensure satisfaction to maintain a loyal consumer base in the highly competitive smartphone market.
Downloads
References
Acar, A., Buyugdag, N., Türten, B., Diker, E., & Çalışır, G. (2024). The Role Of Brand Identity, Brand Lifestyle Congruence, And Brand Satisfaction On Repurchase Intention: A Multi-Group Structural Equation Model. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-03618-w
Akoglu, H. E., & Ozbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333
Anggara, A. K. D., Ratnasari, R. T., & Osman, I. (2023). How store attribute affects customer experience, brand love and brand loyalty. Journal of Islamic Marketing, 14(11), 2980–3006. https://doi.org/10.1108/JIMA-01-2022-0002
Azize, S., Cemal, Z., & Hakan, K. ı. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190–11201. https://doi.org/10.5897/ajbm11.2164
Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services, 14(1), 35–44. https://doi.org/10.1016/j.jretconser.2006.03.002
Beig, F. A., & Nika, F. A. (2018). Brand Experience and Brand Loyalty among University Students in Kashmir-A Study Based On Select E-Commerce Brands.
Chung, M. R., & Peachey, J. W. (2022). The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry. Sport, Business and Management: An International Journal, 12(2), 154–170. https://doi.org/10.1108/SBM-11-2020-0115
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47–55. https://doi.org/10.1016/j.ijhm.2015.04.012
Gecti, F., & Zengin, H. (2013). The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey. International Journal of Marketing Studies, 5(2). https://doi.org/10.5539/ijms.v5n2p111
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465
Hussein, A. S. (2018). Effects of brand experience on brand loyalty in Indonesian casual dining restaurant: Roles of customer satisfaction and brand of origin. Tourism and Hospitality Management, 24(1), 119–132. https://doi.org/10.20867/thm.24.1.4
Hwang, J., Choe, J. Y. (Jacey), Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99. https://doi.org/10.1016/j.ijhm.2021.103050
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Khowjoy, K., Petmee, P., Phakamach, V., Sriplang, N., Kaewsrem, S., & Chayomchai, A. (2023). Factors Influencing Brand Loyalty: The Mediating Effect Of Brand Satisfaction And Trust. Polish Journal of Management Studies, 27(2), 136–154. https://doi.org/10.17512/pjms.2023.27.2.09
Kline, R. B. (2023). (Methodology in the Social Sciences) Rex B. Kline - Principles and Practice of Structural Equation Modeling-The Guilford Press (2023). 379694768(April).
Lee, H. J. (2020). A study of consumer repurchase behaviors of smartphones using artificial neural network. Information (Switzerland), 11(9). https://doi.org/10.3390/INFO11090400
Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376–385. https://doi.org/10.1016/j.jbusres.2018.07.016
Madeline, S., & Sihombing, S. O. (2019). The Impacts Of Brand Experiences On Brand Love, Brand Trust, And Brand Loyalty: An Empirical Study. In Jurnal Bisnis dan Manajemen (Vol. 20, Issue 2).
Na, M., Rong, L., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China. Behavioral Sciences, 13(6). https://doi.org/10.3390/bs13060502
Ng, H., Li, T., & Li, E. (2024). Exploring The Impact Of Service Quality, Brand Trust And Attitudinal Loyalty On Repurchase Intention Among Smartphone Users In HongKong. International Journal of Business & Management, XII(1). https://doi.org/10.20472/BM.2024.12.1.003
Nur Hidayati, A., Anastasia Isabela, B., Shofiani Yuwananda, Y., & Gunadi, W. (2021). The Effect of Nostalgia Emotion to Brand Trust and Brand Attachment towards Repurchase Intention. In Turkish Journal of Computer and Mathematics Education (Vol. 12, Issue 3).
Pinem, R. J., Farida, N., & Shidqi, M. D. (2022). The Effect Of Customer Experience, Brand Trust, On Repurchase Intention Through Customer Satisfaction As An Intervening Variable. In Jurnal Ilmu Administrasi Bisnis (Vol. 11, Issue 3).
Plotkina, D., & Rabeson, L. (2022). The role of transactionality of mobile branded apps in brand experience and its impact on loyalty. Journal of Brand Management, 29(5), 470–483. https://doi.org/10.1057/s41262-022-00288-4
Prasidha, H. A., Rohman, F., & Sunaryo, S. (2024). Brand Image and Brand Love as Mediation of Brand Experience on Brand Loyalty in Samsung Smartphone Customers. Jurnal Aplikasi Manajemen, 22(2), 509–523. https://doi.org/10.21776/ub.jam.2024.022.02.15
Sahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201
Seduram, L., Mamun, A. Al, Salameh, A. A., Perumal, S., & Shaari, H. (2022). Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model. SAGE Open, 12(2). https://doi.org/10.1177/21582440221099295
Sohaib, M., Mlynarski, J., & Wu, R. (2023). Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010746
Sun, K. A., & Moon, J. (2024). Relationships between Psychological Risk, Brand Trust, and Repurchase Intentions of Bottled Water: The Moderating Effect of Eco-Friendly Packaging. Sustainability (Switzerland) , 16(13). https://doi.org/10.3390/su16135736
Tandion, F., Yanuar R. Syah, T., & Wahidi, K. R. (2024). Hubungan antara Brand Communication, Brand Image, dan Brand Trust terhadap Brand Loyalty. Syntax Idea, 6(1), 1–16. https://doi.org/10.46799/syntax-idea.v6i1.2879
Umi, Y. (2023). Analisa Data Menggunakan SPSS Versi IBM SPSS Statistics 23. 1–4.
Unal, S., & Aydın, H. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love. Procedia - Social and Behavioral Sciences, 92, 76–85. https://doi.org/10.1016/j.sbspro.2013.08.640
Yousaf, S., Malik, M., iqbal, jawad, & Yaqub, R. M. S. (2021). Brand Reputation, Brand Experience, and Electronic Word of Mouth Toward Smartphone: Investigating the Mediating Role of Brand Love. Journal of Public Affairs, 21(3). https://doi.org/10.1002/pa.2455
Zhang, S., Peng, M. Y. P., Peng, Y., Zhang, Y., Ren, G., & Chen, C. C. (2020). Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00231
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Sandi Setiawan, Unggul Kustiawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa INSOLOGI (Jurnal Sains dan Teknologi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada INSOLOGI (Jurnal Sains dan Teknologi).
