PENGARUH PENGALAMAN DAN KETERIKATAN EMOSIONAL PADA MERK TERHADAP LOYALITAS KONSUMEN
ABSTRACT: Having consumers who
repeatedly purchase the brand is marketers’ desire. This study develops arguments
that repeated purchase determined by the experience of customers with the brand
as well as how strong their emotional attachment toward the brand. This study
further argues that the effects of consumers’ brand experience and emotional
attachment to brand are stronger when they are highly involved with the
products. Onehundred eighty respondents participated in this study on 6
different famous brands. The results reveal that the effect of brand experience
on repurchase intention is mediated by emotional attachment to brand. When
consumers highly involve to the product, the effect of brand experience on
repurchase intention becomes stronger. Managerial and academic implications are
also presented.
Keywords: Brand Experience,
Emotional Attachment, Product Involvement, and Repurchase Intention
Penulis: Badri Munir Sukoco,
Reza Aditya Hartawan
Kode Jurnal: jpmanajemendd110410
