Analisis Pengaruh Brand Love dan Brand Credibility Terhadap Brand Loyalty Dengan Brand Satisfaction Sebagai Variabel Intervening Pada Dua Minuman Larutan Penyegar Di Solo Raya

Faradita Fatmawati, Moechammad Nasir

Abstract


Penelitian ini bertujuan menganalisis pengaruh brand love dan brand credibility terhadap brand loyalty dengan brand satisfaction sebagai variabel intervening pada dua minuman larutan penyegar di Solo Raya, yaitu Cap Badak dan Cap Kaki Tiga. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data diperoleh dari 100 responden yang dipilih melalui teknik nonprobability sampling dengan pendekatan purposive sampling. Pengumpulan data dilakukan melalui kuesioner Google Form menggunakan skala Likert lima poin. Analisis data dilakukan dengan statistik deskriptif dan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) menggunakan SmartPLS 4, melalui pengujian outer model dan inner model pada tingkat signifikansi 5%. Hasil penelitian menunjukkan bahwa brand love dan brand credibility berpengaruh positif dan signifikan terhadap brand satisfaction dan brand loyalty. Selain itu, brand satisfaction berpengaruh positif dan signifikan terhadap brand loyalty serta mampu memediasi pengaruh brand love dan brand credibility terhadap brand loyalty. Temuan ini menegaskan bahwa kepuasan konsumen menjadi faktor kunci dalam memperkuat loyalitas merek pada produk minuman larutan penyegar di Solo Raya.

Keywords


brand credibility, brand loyalty, brand love, brand satisfaction, loyalitas merek.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.97174

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