Pengaruh Brand Personality DimensionTerhadap Brand Loyalty

  • Gawik Setiawan Universitas Airlangga
  • Nadilia Yuni Marta Universitas Airlangga
  • Sri Hartini Universitas Airlangga
Keywords: Brand Personality, Loyalitas Kognitif, Loyalitas Afektif, Loyalitas Konatif, Behavioral Loyalty

Abstract

Penelitian ini mengeksplorasi pengaruh dimensi brand personality, yaitu Ruggedness, Competence, dan Excitement, terhadap brand loyalty konsumen produk Eiger di Indonesia. Dengan pendekatan explanatory research dan metode kuantitatif, penelitian ini melibatkan 105 responden untuk menguji hubungan antara variabel. Hasilnya menunjukkan bahwa, meskipun Ruggedness tidak berpengaruh signifikan pada loyalitas kognitif pelanggan, dimensi ini memiliki dampak positif yang signifikan pada hubungan loyalitas afektif pelanggan. Sebaliknya, Competence memiliki pengaruh positif dan signifikan terhadap loyalitas kognitif pelanggan serta niat untuk melakukan tindakan tertentu. Excitement, meskipun tidak signifikan dalam mempengaruhi loyalitas kognitif, berdampak positif pada hubungan loyalitas afektif pelanggan. Analisis hubungan antar dimensi menunjukkan loyalitas kognitif yang kuat secara positif mempengaruhi loyalitas afektif, dan pengaruh loyalitas afektif yang positif memotivasi loyalitas konatif, serta loyalitas konatif secara positif berpengaruh terhadap behavioral loyalty.

Kata kunci: Brand Personality, Loyalitas Kognitif, Loyalitas Afektif, Loyalitas Konatif, Behavioral Loyalty.

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Published
2024-08-31
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