Pengaruh brand experience terhadap brand loyalty yang dimediasi oleh emotional brand attachment smartphone Xiaomi di Indonesia = The Effect of Brand Experience on Brand Loyalty Mediated by Emotional Brand Attachment Smartphone Xiaomi in Indonesia

Saputra, Eko Jaya (2021) Pengaruh brand experience terhadap brand loyalty yang dimediasi oleh emotional brand attachment smartphone Xiaomi di Indonesia = The Effect of Brand Experience on Brand Loyalty Mediated by Emotional Brand Attachment Smartphone Xiaomi in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan alat komunikasi yang inovatif sangat membantu manusia dalam menyelesaikan pekerjaanya dengan efektif dan efisien. Salah satu inovasi dibidang komunikasi yang mendunia saat ini adalah ponsel pintar (Smartphone). Di masa pandemi yang terjadi 2 tahun terakhir membuat aktifitas masyarakat menjadi sangat terbatas, aktifitas pendidikan dan aktifitas pekerjaan hanya dapat dilakukan di rumah, dengan permasalahan tersebut masyarakat perlu didukung oleh Smartphone yang dapat menunjang aktifitas mereka, dan Smartphone tersebut harus benar benar memahami mereka sebagai pengguna. Penelitian ini bertujuan untuk mengetahui adanya pengaruh secara positif dari Brand Experience terhadap Brand Loyalty, untuk mengetahui adanya pengaruh secara positif Brand Experience terhadap Brand Loyalty yang dimediasi oleh Brand Passion, untuk mengetahui adanya pengaruh secara positif Brand Experience terhadap Brand Loyalty yang dimediasi oleh Self Brand Connection dan untuk mengetahui adanya pengaruh secara positif Brand Experience terhadap Brand Loyalty yang dimediasi oleh Brand Affection. Populasi yang digunakan di dalam penelitian ini adalah pengguna produk Xiaomi dimana jumlahnya tidak dapat diketahui secara jelas. Didalam melakukan penelitian ini, teknik sampling yang digunakan yaitu non-probability sampling. Metode pengumpulan data yang digunakan dalam penelitian ini yaitu metode kuesioner. Teknik analisis data menggunakan program SmartPLS. Berdasarkan pada hasil analisis dapat disimpulkan bahwa Brand Experience berpengaruh positif terhadap Brand Loyalty, Brand Passion dapat memediasi hubungan Brand Experience dengan Brand Loyalty, Self-Brand Connection dapat memediasi hubungan Brand Experience dengan Brand Loyalty, dan Brand Affection dapat memediasi hubungan Brand Experience dengan Brand Loyalty. Variabel yang paling berpengaruh terhadap Brand Loyalty adalah Brand Experience karena memiliki nilai signifikan yang paling rendah yaitu sebesar 0,004./The development of innovative communication tools is very helpful for humans in completing their work effectively and efficiently. One of the innovations in the field of communication that is global today is the smart phone (Smartphone). During the pandemic that occurred in the last 2 years, people's activities have become very limited, educational activities and work activities can only be done at home, with these problems people need to be supported by Smartphones that can support their activities, and the Smartphone must really understand them as user . This study aims to determine the positive influence of Brand Experience on Brand Loyalty, to determine the positive influence of Brand Experience on Brand Loyalty mediated by Brand Passion, to determine the positive influence of Brand Experience on Brand Loyalty mediated by Self Brand Connection. and to find out the positive influence of Brand Experience on Brand Loyalty mediated by Brand Affection. The population used in this study are users of Xiaomi products where the number cannot be clearly identified. In conducting this research, the sampling technique used is non-probability sampling. The data collection method used in this research is the questionnaire method. The data analysis technique used the SmartPLS program. Based on the results of the analysis, it can be said that Brand Experience has a positive effect on Brand Loyalty, Brand Passion can mediate the relationship between Brand Experience and Brand Loyalty, Self-Brand Connection can mediate the relationship between Brand Experience and Brand Loyalty, and Brand Affection can mediate the relationship between Brand Experience and Brand Loyalty. The most influential variable on Brand Loyalty is Brand Experience because it has the lowest significant value of 0.004.

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