Pengaruh Brand Love terhadap Brand Loyalty melalui Self-Esteem dan Susceptibility to Normative Influence sebagai Variabel Intervening pada Konsumen iPhone di Yogyakarta

Muhammad Putro

doi:10.53697/jim.v6i1.4016

Authors

Muhammad Kaisar Giartomo Putro Universitas Sarjanawiyata Tamansiswa

DOI:

https://doi.org/10.53697/jim.v6i1.4016

Keywords:

Brand Love, Brand Loyalty, Self-Esteem, Susceptibility to Normative Influence

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand love terhadap brand loyalty melalui self-esteem dan susceptibility to normative influence sebagai variabel intervening pada konsumen iPhone di Yogyakarta. Pendekatan yang digunakan adalah kuantitatif untuk metode survei. Sampel diambil memakai teknik purposive sampling pada pengguna iPhone. Hasil penelitian memperlihatkan bahwa brand love berpengaruh signifikan terhadap brand loyalty (B = 0,303) (t = 6,165) (p < 0,05), self-esteem (B = 0,914) (t = 17,861) (p < 0,05), dan susceptibility to normative influence (B = 0,638) (t = 10,786) (p < 0,05). Selain itu, self-esteem (B = 0,309) (t = 5,386) (p < 0,05) dan susceptibility to normative influence (B = 0,152) (t = 3,057) (p < 0,05) terbukti berperan sebagai mediator dalam hubungan antara brand love dan brand loyalty. Model regresi linier berganda memperlihatkan bahwa ketiga variabel independen berpengaruh signifikan terhadap brand loyalty, dengan nilai R² sebesar 0,787. Hasil uji Sobel juga menunjukkan bahwa self-esteem dan susceptibility to normative influence menetapkan peran krusial dalam hubungan tersebut (p = 0,000 untuk self-esteem dan p = 0,001 untuk susceptibility to normative influence). Berdasarkan hasil penelitian ini, perusahaan seperti Apple disarankan untuk meningkatkan inovasi produk yang lebih personal dan relevan dengan preferensi konsumen guna memperkuat brand love dan loyalitas konsumen. Studi lanjutan disarankan untuk mengeksplorasi variabel lain yang memengaruhi brand loyalty, misalnya brand image dan electronic word of mouth.

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