PERAN MEDIASI LOYALITAS SIKAP, KOMITMEN DAN KEPUASAN PELANGGAN DALAM HUBUNGAN ANTARA KETERIKATAN MEREK EMOSIONAL DENGAN SIKAP TERHADAP PERLUASAN MEREK

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh variable eksogen keterikatan merek emosional, variable endogen sikap terhadap perluasan merek dan loyalitas sikap, komitmen, kepuasaan pelanggan sebagai variable mediasi. Objek penelitian ini adalah smartphone Asus dengan sampel sebanyak 201 responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan alat analisis AMOS 21. Berdasarkan hasil penelitian menunjukkan bahwa keterikatan merek emosional berpengaruh positif dan signifikan terhadap loyalitas sikap, keterikatan merek emosional berpengaruh positif dan signifikan terhadap komitmen, keterikatan merek emosional berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selanjutnya, loyalitas sikap berpengaruh positif dan signifikan terhadap sikap pada perluasan merek, komitmen berpengaruh positif dan signifikan terhadap sikap pada perluasan merek, kepuasan pelanggan berpengaruh positif dan signifikan terhadap sikap pada perluasan merek. Selanjutnya adalah loyalitas sikap memediasi hubungan antara keterikatan merek emosional dan sikap terhadap perluasan merek, komitmen memediasi hubungan antara keterikatan merek emosional dan sikap terhadap perluasan merek dan terakhir kepuasan pelanggan memediasi hubungan antara keterikatan merek emosional dan sikap terhadap perluasan merek.   This study aims to analyze the influence of exogenous variables of emotional brand attachment, endogenous variables of attitudes towards brand expansion and loyalty attitudes, commitments, customer satisfaction as mediating variables. The object of this study was an Asus smartphone with a sample of 201 respondents. The data analysis technique in this study used Structural Equation Modeling (SEM) with the AMOS 21 analysis tool. Based on the results of the study shows that emotional brand attachment has a positive and significant effect on attitude loyalty, emotional brand attachment has a positive and significant effect on commitment, emotional brand attachment has a positive and significant effect on customer satisfaction. Furthermore, attitude loyalty has a positive and significant effect on attitudes to brand expansion, commitment has a positive and significant effect on attitudes to brand expansion, customer satisfaction has a positive and significant effect on attitudes to brand expansion. Next is loyalty attitude mediates the relationship between emotional brand attachment and attitude towards brand expansion, commitment mediates the relationship between emotional brand attachment and attitude towards brand expansion and finally customer satisfaction mediates the relationship between emotional brand attachment and attitude towards brand expansion.