PENGUJIAN BRAND SATISFACTION TERHADAP EMOTIONAL BRAND ATTACHMENT BRAND LOYALTY, BRAND LOVE, DAN SELF ESTEEM PRODUK SNEAKERS DI INDONESIA
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Monica Desty Armenia(1*)
Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
-
Kurniawati Kurniawati(2)
Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
(*) Corresponding Author
Keywords:
Brand Satisfaction, Emotional Brand Attachment, Brand Love, Brand Loyalty, Self-esteem
Abstract
The sneaker industry has witnessed remarkable growth in recent years, accompanied by a surge in new brands, intensifying the battle for customer loyalty. This study delves into the intricate relationship between brand satisfaction and its impact on emotional brand attachment, brand love, brand loyalty, and self-esteem among sneaker enthusiasts. Data was collected from 255 sneaker users through an online survey administered using Google Forms to explore these connections. Purposive sampling was employed, targeting individuals who actively wear sneakers. The Structural Equation Model (SEM) was utilized to analyze the gathered data, leveraging the AMOS 22 software. The findings unveil a significant positive influence of brand satisfaction on emotional brand attachment. Additionally, brand satisfaction demonstrates a positive impact on brand loyalty and brand love. Emotional brand attachment, in turn, exhibits a positive influence on brand love and brand loyalty. Furthermore, self-esteem emerges as a positive contributor to brand loyalty. These findings underscore the crucial role of brand satisfaction in fostering positive customer perceptions and behaviors, particularly in the competitive sneaker industry. By cultivating brand satisfaction, companies can strengthen emotional brand attachment, brand love, and brand loyalty, ultimately enhancing customer self-esteem and establishing a loyal customer base.
Keywords : Brand Satisfaction; Emotional Brand Attachment; Brand Love ; Brand Loyalty; Self-esteem
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References
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Kozinets, R. V, Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., & Storm, D. (2002). Themed flagship brand stores in the new millennium. Journal of Retailing, 78(1), 17–29. https://doi.org/10.1016/S0022-4359(01)00063-X
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Maroqi, N. (2019). Uji Validitas Konstruk Pada Instrumen Rosenberg Self Esteem Scale Dengan Metode Confirmatory Factor Analysis (Cfa). Jurnal Pengukuran Psikologi Dan Pendidikan Indonesia (Jp3i), 7(2), 92–96.
Https://Doi.Org/10.15408/Jp3i.V7i2.12101
Migunani, R., Dengan, L., Brand, E., Love, B., & Variabel, S. (2023). Pengaruh Brand Satisfaction Terhadap Brand Loyalty Dengan Emotional Brand Attachment Dan Brand Love Sebagai Variabel Intervening (Studi Pada Pengguna Smartphone iPhone). 5(5), 146–163.
Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Nysveen, H., Oklevik, O., & Pedersen, P. E. (2018). Brand satisfaction: Exploring the role of innovativeness, green image and experience in the hotel sector. International Journal of Contemporary Hospitality Management, 30(9), 2908–2924. https://doi.org/10.1108/IJCHM-05-2017-0280
Qazzafi, S. (2020). Factor Affecting Consumer Buying Behavior : A Conceptual Study Factor Affecting Consumer Buying Behavior : A Conceptual Study. May.
Rakhmawati, H., & Tuti, M. (2023). Brand Experience Affects Brand Attitude , Brand Attachment , Brand Satisfaction , and Brand Loyalty on Customer Make Over. 14(85), 124–136.
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391.
https://doi.org/10.1108/SJME-11-2020-0201
Sedikides, C., & Gress, A. P. (2003). Portraits of the self. In M. A. Hogg & J. Cooper (Eds.). Sage Handbook of Social Psychology, 110–138.
Sidabutar, C. B., Dharmayanti, D., Si, M., Ph, D., Pemasaran, P. M., Petra, U. K., & Siwalankerto, J. (2015). No Title. 1(1), 1–10.
Song, S., & Kim, H. Y. (2022). Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions. Journal of Product and Brand Management, 31(7), 1033–1046. https://doi.org/10.1108/JPBM-06-2020-2936
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Issue April). Albabeta.
Susanto, E. S., DaengToto, H., Krisnanto, B., We Tenri Fatimah Singkeruang, A., & Ramlah. (2022). Point of View Research Management The Influence of Brand Loyalty and Brand Image on Customer Satisfaction. Point of View Research Management, 3(1), 70–80.
Tjahjono, E. J., & Ellitan, L. (n.d.). Product Quality And Brand Image Towards Customers ’ Satisfaction Through Purchase Decision Of Wardah Cosmetic Products In Surabaya. 2(1), 56–70.
Trisakti, U. (2023). JBEE : Journal Business Economics And Entrepreneurship Emotional Brand Attachment And Bran Love Mediate Satisfaction To Loyalty On Product. 5(1).
Westbrook, R. A. (1980). Intrapersonal Affective Influences on Consumer Satisfaction with Products. Journal of Consumer Research, 7(1), 49.
https://doi.org/10.1086/208792
Wibowo, A. R. (2023). The Influence Of Brand Love On Brand Loyalty Through Self Esteem And Susceptibility To Normative Influence As Moderation Variables To Consumers Iphone Product Users In Padang City. 1(4).
Yasa, N. N. K., Santika, I. W., Giantari, I. G. A. K., Telagawathi, N. L. W. S., Muna, N., Rahanatha, G. B., Widagda, I. G. N. J. A., & Rahmayanti, P. L. D. (2022). Local Brand Love Based On Product, Price, Promotion, Online Distribution. Journal of Distribution Science, 20(5), 35–47. https://doi.org/10.15722/jds.20.05.202205.35
Yin, S., & Shankar, V. (2014). ScienceDirect Asymmetries in the Effects of Drivers of Brand Loyalty Between Early and Late Adopters and Across Technology Generations. Journal of Interactive Marketing, 28(1), 26–42.
https://doi.org/10.1016/j.intmar.2013.06.004
Yolanda, E., & Sharif, O. O. (2023). Pengaruh Emotional Brand Attachment Terhadap Consumer-Based Brand Equity Terhadap Wardah. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1228–1244.
https://doi.org/10.31955/mea.v7i2.3156
Yoo, M., & Bai, B. (2013). Customer loyalty marketing research: A comparative approach between hospitality and business journals. International Journal of Hospitality Management, 33, 166–177. https://doi.org/10.1016/j.ijhm.20
Alda, M. (n.d.). Sneakers. 2023.
https://www.statista.com/outlook/cmo/footwear/sneakers/worldwide
Batra, A., Yang, F., Kogan, M., Sosnowik, A., Usher, C., Oldham, E. W., Chen, N., Lawal, K., Bi, Y., & Dürig, T. (2022). Comparison of Hydroxypropylcellulose and Hot-Melt Extrudable Hypromellose in Twin-Screw Melt Granulation of Metformin Hydrochloride : Effect of Rheological Properties of Polymer on Melt Granulation and Granule Properties. 1–19.
Bisnis, J., Manajemen, D. A. N., Brand, P., Dalam, L., Pengaruh, M., Satisfaction, B., & Brand, D. A. N. (2023). Jurnal bisnis dan manajemen (jbm). 19(1).
Casino-García, A. M., Llopis-Bueno, M. J., & Llinares-Insa, L. I. (2021). Emotional intelligence profiles and self-esteem/self-concept: An analysis of relationships in gifted students. International Journal of Environmental Research and Public Health, 18(3), 1–23. https://doi.org/10.3390/ijerph18031006
Cuong, D. T. (2020). The influence of brand satisfaction, brand trust, brand preference on brand loyalty to laptop brands. Systematic Reviews in Pharmacy, 11(11), 95–101. https://doi.org/10.31838/srp.2020.11.15
Ekonomi, J., & Akuntansi, M. (2023). Mufakat Mufakat. 2, 755–762.
Emotional, P., & Attachment, B. (2023). Pengaruh Emotional Brand Attachment terhadap Brand Love dan Brand Loyalty pada Produk Kosmetik Merek Wardah. 01(03), 115–121.
Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/ramj-05-2020-0024
Ginting, D. B. (2009). Structural Equation Model. Media Informatika, 8(3), 121–134. https://doi.org/10.3109/9781439822463.209
Hair, J. F. ., Black, W. C., Babin, B. J., & AndersoN, R. E. (2018). Multivariate Data Analysis, Multivariate Data Analysis. In Multivariate Data Analysis.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis Eighth edition.
Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis, Multivariate Data Analysis. In Multivariate Data Analysis.
Hajjid, I., Soetomo, H., Kristaung, R., & Susanto, A. (2022). Pengujian Empiris Brand Satisfaction terhadap Brand Loyalty yang di Moderasi oleh Emotional Brand Attachment dan Brand Love. International Journal of Digital Entrepreneurship and Business, 3(2), 49–59. https://doi.org/10.52238/ideb.v3i2.84
Ibizapimp. (2023). Sneakers History. https://ibizapimp.com/sneakers-history/
Kessous, A., Roux, E., & Chandon, J. (2015). Consumer–Brand Relationships: A Contrast of Nostalgic and Non‐Nostalgic Brands. Psychology & Marketing, 32(2), 187–202. https://doi.org/10.1002/mar.20772
Kozinets, R. V, Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., & Storm, D. (2002). Themed flagship brand stores in the new millennium. Journal of Retailing, 78(1), 17–29. https://doi.org/10.1016/S0022-4359(01)00063-X
Ledikwe, A., Roberts-Lombard, M., & Klopper, H. B. (2019). The perceived influence of relationship quality on brand loyalty: An emerging market perspective. African Journal of Economic and Management Studies, 10(1), 85–101.
https://doi.org/10.1108/AJEMS-04-2018-0113
Lee, S.-B., Shin, Y., Jeon, Y., & Kim, S. (2022). Factors affecting social isolation among the young adults in South Korea: A cross-sectional analysis. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.979136
Love, D. A. N. B. (2023). Brand Loyalty Ditinjau Dari Brand Experience , Brand Authenticity. 2020, 1200–1205.
Luthfia, M. Y., Jumhur, H. M., & Sofyan, E. (2019). Analisis Pengaruh Penjualan Rare Sneakers Dengan Harga Resell Terhadap Proses Keputusan Pembelian Sneakers Head. Almana, 3(1).
Macheka, T., Quaye, E. S., & Ligaraba, N. (2023). The Effect Of Online Customer Reviews And Celebrity Endorsement On Young Female Consumers’ Purchase Intentions. Young Consumers. Https://Doi.Org/10.1108/Yc-05-2023-1749
Maroqi, N. (2019). Uji Validitas Konstruk Pada Instrumen Rosenberg Self Esteem Scale Dengan Metode Confirmatory Factor Analysis (Cfa). Jurnal Pengukuran Psikologi Dan Pendidikan Indonesia (Jp3i), 7(2), 92–96.
Https://Doi.Org/10.15408/Jp3i.V7i2.12101
Migunani, R., Dengan, L., Brand, E., Love, B., & Variabel, S. (2023). Pengaruh Brand Satisfaction Terhadap Brand Loyalty Dengan Emotional Brand Attachment Dan Brand Love Sebagai Variabel Intervening (Studi Pada Pengguna Smartphone iPhone). 5(5), 146–163.
Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Nysveen, H., Oklevik, O., & Pedersen, P. E. (2018). Brand satisfaction: Exploring the role of innovativeness, green image and experience in the hotel sector. International Journal of Contemporary Hospitality Management, 30(9), 2908–2924. https://doi.org/10.1108/IJCHM-05-2017-0280
Qazzafi, S. (2020). Factor Affecting Consumer Buying Behavior : A Conceptual Study Factor Affecting Consumer Buying Behavior : A Conceptual Study. May.
Rakhmawati, H., & Tuti, M. (2023). Brand Experience Affects Brand Attitude , Brand Attachment , Brand Satisfaction , and Brand Loyalty on Customer Make Over. 14(85), 124–136.
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391.
https://doi.org/10.1108/SJME-11-2020-0201
Sedikides, C., & Gress, A. P. (2003). Portraits of the self. In M. A. Hogg & J. Cooper (Eds.). Sage Handbook of Social Psychology, 110–138.
Sidabutar, C. B., Dharmayanti, D., Si, M., Ph, D., Pemasaran, P. M., Petra, U. K., & Siwalankerto, J. (2015). No Title. 1(1), 1–10.
Song, S., & Kim, H. Y. (2022). Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions. Journal of Product and Brand Management, 31(7), 1033–1046. https://doi.org/10.1108/JPBM-06-2020-2936
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Issue April). Albabeta.
Susanto, E. S., DaengToto, H., Krisnanto, B., We Tenri Fatimah Singkeruang, A., & Ramlah. (2022). Point of View Research Management The Influence of Brand Loyalty and Brand Image on Customer Satisfaction. Point of View Research Management, 3(1), 70–80.
Tjahjono, E. J., & Ellitan, L. (n.d.). Product Quality And Brand Image Towards Customers ’ Satisfaction Through Purchase Decision Of Wardah Cosmetic Products In Surabaya. 2(1), 56–70.
Trisakti, U. (2023). JBEE : Journal Business Economics And Entrepreneurship Emotional Brand Attachment And Bran Love Mediate Satisfaction To Loyalty On Product. 5(1).
Westbrook, R. A. (1980). Intrapersonal Affective Influences on Consumer Satisfaction with Products. Journal of Consumer Research, 7(1), 49.
https://doi.org/10.1086/208792
Wibowo, A. R. (2023). The Influence Of Brand Love On Brand Loyalty Through Self Esteem And Susceptibility To Normative Influence As Moderation Variables To Consumers Iphone Product Users In Padang City. 1(4).
Yasa, N. N. K., Santika, I. W., Giantari, I. G. A. K., Telagawathi, N. L. W. S., Muna, N., Rahanatha, G. B., Widagda, I. G. N. J. A., & Rahmayanti, P. L. D. (2022). Local Brand Love Based On Product, Price, Promotion, Online Distribution. Journal of Distribution Science, 20(5), 35–47. https://doi.org/10.15722/jds.20.05.202205.35
Yin, S., & Shankar, V. (2014). ScienceDirect Asymmetries in the Effects of Drivers of Brand Loyalty Between Early and Late Adopters and Across Technology Generations. Journal of Interactive Marketing, 28(1), 26–42.
https://doi.org/10.1016/j.intmar.2013.06.004
Yolanda, E., & Sharif, O. O. (2023). Pengaruh Emotional Brand Attachment Terhadap Consumer-Based Brand Equity Terhadap Wardah. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1228–1244.
https://doi.org/10.31955/mea.v7i2.3156
Yoo, M., & Bai, B. (2013). Customer loyalty marketing research: A comparative approach between hospitality and business journals. International Journal of Hospitality Management, 33, 166–177. https://doi.org/10.1016/j.ijhm.20
Published
2024-07-02
How to Cite
Armenia, M., & Kurniawati, K. (2024). PENGUJIAN BRAND SATISFACTION TERHADAP EMOTIONAL BRAND ATTACHMENT BRAND LOYALTY, BRAND LOVE, DAN SELF ESTEEM PRODUK SNEAKERS DI INDONESIA. Journal of Management : Small and Medium Enterprises (SMEs), 17(2), 267-283. https://doi.org/10.35508/jom.v17i2.16914
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