Consumers who have used Apple-branded smartphones have greater probability that they will continue to buy iPhones in the future. This is because customers feel satisfied and have identified the product before making a purchase, creating loyalty for the Apple brand. The purpose of this study is to examine the role of customer satisfaction and brand trust as mediators in the relationship between consumer-brand identification and brand loyalty. Participants in this study consisted of 155 consumers and obtained by using accidental sampling technique. Data analysis used the Hayes Process model 4, which explains that customer satisfaction can act as a mediator in the relationship between consumer-brand identification and brand loyalty, while brand trust cannot act as a mediator. Brand loyalty is not sufficiently formed when consumers can identify the brand well or there is satisfaction with the brand, but rather by the essential emotional bond that makes consumers rely on the brand. However, this has not been fulfilled by the iPhone to make consumers have brand loyalty.
The number of customers constantly changes for each marketplace in Indonesia, including Tokopedia. Customers' loyalty toward each marketplace determines this. This study aims to identify the relationship between love and trust in customer loyalty towards Tokopedia. A purposive sampling technique was applied, and samples of 274 participants were retrieved. The study's data was analyzed using multiple linear regression, which showed that love (decision/commitment (β = .736, p < .05) and intimacy (β = .182, p < .05)) had a positive relationship with customer loyalty. In contrast, the trust had no significant association with customer loyalty (β = -.066, p > .05). This indicates that customer loyalty can be established through interpersonal relationships between sellers and buyers in a marketplace. A trust may not necessarily have a direct role in shaping customer loyalty without social attachment and interactive communication between sellers and buyers.
Fenomena pembelian kompulsif yang terjadi di berbagai negara terus meningkat setiap saat, khususnya terjadi pada perempuan generasi Z. Tuntunan untuk pemenuhan tren membuat perempuan generasi Z memiliki dorongan untuk membeli fashion secara berlebihan hingga kehilangan kendali. Tujuan dari penelitian ini adalah untuk menguji hubungan antara narsisisme, harga diri, dan pembelian kompulsif pada perempuan generasi Z. Penelitian ini merupakan penelitian kuantitatif dengan teknik analisis regresi linear berganda. Teknik pengambilan sampel dilakukan dengan menggunakan accidental sampling sejumlah 173 partisipan. Digunakan tiga instrumen pengukuran pada penelitian ini, yaitu: Compulsive Buying Scale, Narcissism Personal Inventory (NPI-16), dan Self-esteem Scale. Berdasarkan hasil pengolahan data diketahui adanya hubungan antara narsisisme dan harga diri terhadap perilaku kompulsif (F = 23,041, p<0,01). Kebutuhan untuk mendapatkan pengakuan, kekaguman, ataupun penilaian positif dari orang lain akan membuat perempuan generasi Z melakukan pembelian kompulsif.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.