Pengaruh Self-Expressive Brand, Brand Attachment dan Brand Trust terhadap Brand Advocacy yang dimediasi oleh Brand Love Customer Buttonscarves
Abstract
This research aims to measure the influence of Self-Expressive Brand, Brand Attachment, and Brand Trust on Brand Advocacy mediated by Brand Love on Buttonscarves product users in Banda Aceh City. The sample used in this research consisted of 130 respondents who are Buttonscarves customers in Banda Aceh City. Data collection in this research was distributing of questionnaire. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) was used as the analysis method to determine the influence among the variables involved. Based on the results of the statistical description, it was identified that the Self-Expressive Brand, Brand Attachment, Brand Trust, Brand Advocacy and Brand Love of Buttonscarves users in Banda Aceh City were already good. Based on the results of SEM analysis, Brand Love has effect on Brand Advocacy, Self-Expressive Brand effect on Brand Advocacy, Brand Attachment has effect on Brand Advocacy, Brand Trust has effect on Brand Advocacy, Self-Expressive Brand has effect on Brand Love, Brand Attachment has effect on Brand Love, Brand Trust has effect on Brand Love. Furthermore, based on the results of the Sobel test, it was found that Brand Love partially mediates the influence of Self-Expressive Brand, Brand Attachment, and Brand Trust on Brand Advocacy.
Full Text:
PDFReferences
Bauer, H. H., Heinrich, D., & Martin, I. (2007). How to Create High Emotional Consumer-Brand Relationship? The Causalities of Brand Passion. Australian & New Zealand Marketing Acad.
Brigitta, M. Y. F., Effendi, M. I., Sugandini, D., & Suryono, I. A. (2023). The Influence of Brand Satisfaction and Luxury Brand Attachment on Customer Advocacy Throught Brand Loyalty on Zalora Marketplace. International Journal of Applied Business and International Management. 8(3).
Hair, J. F., Black, W., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Edition). Englewood Cliffs: Prentice Hall.
Hermanto, O. M., & Jaolis, F. (2019). Pengaruh Faktor-Faktor Hedonic Product dan Self-Expressive Brand terhadap Willingness to Pay A Premium dengan Brand Love pada Toko Ritel ZARA. Jurnal Strategi Pemasaran, 6(1).
Kurniawan, A. B., Risqiani, R., & Fikri, A. (2018). Mengembangkan Self Brand Connection untuk Meningkatkan Advokasi Konsumen pada Industri Smartphone. Jurnal Ekonomi Trisakti. Seminar Nasional Cendekiawan ke 4.
Machado, E., & Rodhiah. (2021). Pengaruh Self Expression dan Brand Trust terhadap Electronic Word of Mouth dengan Brand Love sebagai mediasi pada Konsumen Vans di Jakarta. Jurnal Muara Ilmu Ekonomi dan Bisnis. 5(1).
Mahardika, P. A. B., & Warmika, G. K. (2021). The Role of Brand Love in Mediating the Effect of Brand Satisfaction and Brand Trust on Brand Loyalty (Study on Local Fashion Brand “HANAKA” in Denpasar, Bali, Indonesia). American Journal of Humanities and Social Sciences Research. 5(4).
Mcqueen, J. (2013). Building Brand Trust Discovering The Advertising Insights Behind Great Brands. California.
Morris, N. J., Stein, C. M., & Nock, N. L. (2012). Structural Equation Modeling. Springer Science Media. 850.
Nataraj, B. (2022). Demystifying the Antecedents of Brand Advocacy: Mediating Role of Brand Love and Brand Passion. Indian Journal of Marketing.
Poi, E. L. (2023). Brand Trust and Brand Evangelism of Healthcare Firms in South-South Nigeria The Moderating Role of Brand Love. Journal of Marketing and Communication Studies. 7(2).
Qayyum, A., & Saeed, A. ( 2019). Impact of Self Expressive Brands and Brand Attachment on Brand Advocacy: The Mediating Role of Brand Love. Jinnah Business Review. 7(1).
Rahmawati, O., & Riyanto, K. (2023). Pengaruh Brand Personality, Brand Love dan Brand Image terhadap Brand Advocacy. Journal of Economics and Accounting. 4(1).
Santoso, D. S., & Brahmana, R. K. M. R. (2019). Pengaruh Brand Authenticity terhadap Brand Attachment, Brand Love dan Consumer Emotional Well Being pada Konsumen High Luxury Brands Products di Surabaya. AGORA. 7(2).
Shimul, A. S., & Phau, I. (2023). The Role of Brand Self-Congruence, Brand Love and Brand Attachment on Brand Advocacy: A Serial Mediation Model. Journal Marketing Intelligence & Planning, 41(5), https://doi.org/10.1108/MIP-10-2022-0443.
Sismy, M. M., Nasution, A. A., & Syafii, I. (2022). Pengaruh Self-Expressive Brand Terhadap Brand Accaptance Melalui Word Of Mouth. Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital dan Kewirausahaan. 1(2).
Usino, W., & Moeljadi (2019). The Impact of Brand Trust and Students Satisfaction Towards Student Loyalty. European Union Digital Library. 19-20.
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.