Jurnal Cafetaria
Vol 4 No 1 (2023): JURNAL CAFETARIA

PERAN BRAND LOVE DALAM MEMBANGUN BRAND LOYALTY

Harini Abrilia Setyawati (Universitas Putra Bangsa)

Article Info

Publish Date
12 Jan 2023

Abstract

This study aims to analyze the effect of brand experience on brand loyalty through brand love. Data collection was carried out using a questionnaire using a Likert scale of 5 categories. This study took a sample of 50 respondents in the community in Kebumen Regency. The method used is purposive sampling. The hypothesis is tested using PLS (Partial Least Square). The results of the study show that brand experience has an effect on brand love, brand love has an effect on brand loyalty. However, brand experience has no effect on brand loyalty. The mediation test results show that brand love mediates the influence of brand experience and brand loyalty.

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Journal Info
Jurnal Cafetaria
Website

Abbrev

akuntansi

Publisher

Universitas Karimun

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Description

Jurnal Cafetaria sebagai wadah berisi berbagai hasil penelitian Dosen, Mahasiswa, Alumni serta pihak lain terkait dengan keilmuan di Bidang Akuntansi dan Perekonmian pada umumnya. Cafetaria diambil dari Bahasa Inggris Jermatik pada abad pertengahan dikawasan Eropa Barat. Cafetaria merupakan tempat ...