Consumer Brand Engagement on Brand Loyalty: The Role of Brand Satisfaction as a Mediating Variable

Susanti, Evi; Rafika, Mila; Melinda, Tina

doi:10.18502/kss.v5i5.8818

Cited by 9 publications

(10 citation statements)

References 30 publications

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“…When a client's perceived performance meets or exceeds their expectations, customer might be considered happy with the Islamic financial institutions. In addition, Susanti et al (2021) say that the level of satisfaction gained from fulfilment of a customer's consumption requests is directly proportionate to the level of satisfaction experienced by that customer. An example of religious activities is "their unwavering commitment to saying their prayers each and every day."…”

Section: Literature Reviewmentioning

confidence: 99%

IMPACT OF SERVICE QUALITY, CUSTOMER ENGAGEMENT & CUSTOMER SATISFACTION ON CUSTOMER LOYALTY WITH THE MODERATING ROLE OF RELIGIOSITY

Khan¹,

Patras²,

Saeed

2023

JSRD

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The study intends to investigate determinants of customers' loyalty to Islamic banks, particularly service quality, customer satisfaction, as well as customer engagement. Moreover, the current study looked into the role of religiosity in moderating the relationship between the observed variables. For the purpose of this study, 335 customers of Islamic banks in Pakistan participated in this survey. This research used the purposive sampling and structural equation modelling to analyses the data. The outcome of this research indicated that there is clear relationship amid high levels of customer satisfaction, customer engagement, customer service quality, and customer loyalty. In addition, the findings indicated that religiosity has a moderating relationship with the observed variables. This research takes a cross-sectional approach while also focusing on a case study of specific nation. Results offer valuable information and as a consequence, the findings may not be indicative of the situation in other nations. The research, including the gathering of longitudinal data, is carried out in similar manner in other nations, making it useful to participate in such a study.

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Section: Literature Reviewmentioning

confidence: 99%

IMPACT OF SERVICE QUALITY, CUSTOMER ENGAGEMENT & CUSTOMER SATISFACTION ON CUSTOMER LOYALTY WITH THE MODERATING ROLE OF RELIGIOSITY

Khan¹,

Patras²,

Saeed

2023

JSRD

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“…Menurut Saragih et al, (2019) kepuasan terjadi saat kinerja suatu merek dapat memenuhi harapan pembeli, kepuasan merek ialah memenuhi kepuasan konsumen secara menyeluruh berdasarkan total pembelian dan pengalaman konsumen dengan suatu merek tertentu. Menurut Susanti et al, (2021) pelanggan akan menjurus memilih merek yang sesuai dengan keinginannya, kepuasan merek dan kepercayaan merek adalah hal yang sempurna untuk mengetahui masa depan tim pemasaran. Konsumen akan puas dengan suatu merek jika suatu produk atau jasa yang digunakannya sesuai dengan harapannya.…”

Section: Landasan Teori Dan Pengembangan Hipotesisunclassified

Analisis Pengaruh Citra Merek , Pengalaman Merek terhadap Kepuasan Merek dan Loyalitas Merek Kosmetik Wardah

Amalia

Rahmadhany

2023

inobis

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Penelitian ini bertujuan untuk mengetahui Analisis Pengaruh Citra Merek, Pengalaman Merek terhadap Kepuasan Merek dan Loyalitas Merek kosmetik Wardah. Dalam penelitian ini sampel yang diteliti adalah responden dengan kriteria sudah menggunakan kosmetik Wardah minimal tiga kali di wilayah Kebon Jeruk, Jakarta Barat. Metode pengambilan sampel dalam penelitian ini menggunakan metode Hair berjumlah 200 orang dengan menggunakan metode Structual Equation Model (SEM) Lisrel . Berdasarkan hasil pengujian diketahui bahwa Loyalitas Merek terbukti dapat dipengaruhi oleh Citra Merek, Pengalaman Merek dan Kepuasan Merek.

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“…Consumer brand involvement is one of the priorities in today's marketing strategy (Susanti, Rafika and Melinda, 2021). By carrying out various communications, business people can use it to approach consumers so that there is an attachment between brands and consumers (Wardhana and Susilawaty, 2021).…”

Section: Customer Brand Engagementmentioning

confidence: 99%

Ulos Product Purchase Decision Judging From Aspects of Price, Brand Love and Customer Brand Engagement

et al. 2022

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Tujuan utama penelitian yakni menganalisis pengaruh harga, brand love dan customer brand engagement terhadap keputusan pembelian produk Ulos. Sampel dalam penelitian ini berjumlah 90 responden yang ditentukan dengan pendekatan convenience sampling. Pengumpulan data menggunakan instrumen kuesioner yang kemudian dibagikan secara online Analisis data menggunakan aplikasi SPSS dengan menampilkan hasil pengolahan data melalui uji instrumen penelitian dengan uji validitas dan reabilitas, analisis regresi berganda, koefisien determinasi dan uji hipotesis. Berdasarkan hasil analisis data, diperoleh kesimpulan yang menyatakan harga, brand love dan customer brand engagement memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian produk Ulos. Implikasi penelitian menyajikan peranan harga dan brand love merupakan salah satu komponen penting yang melekat pada produk Ulos. Keterikatan pelanggan dalam melakukan pembelian Ulos tidak terlepas dari harga yang ditawarkan yang relatif ekonomis dan kecintaan akan produk tersebut. Dengan hadirnya penelitian ini, diharapkan dapat memberikan tambahan informasi bagi pengrajin Ulos dan pelaku usaha Ulos dalam mengembangkan strategi pemasaran, terutama dalam meningkatkan keputusan pembelian Ulos. The main objective of this research is to analyze the effect of price, brand love and customer brand engagement on purchasing decisions for Ulos products. The sample in this study amounted to 90 respondents who were determined by a convenience sampling approach. Data collection using a questionnaire instrument which is then distributed online. Data analysis using the SPSS application displays the results of data processing through research instrument tests with validity and reliability tests, multiple regression analysis, coefficient of determination and hypothesis testing. Based on the results of data analysis, it is concluded that price, brand love and customer brand engagement have a positive and significant influence on purchasing decisions for Ulos products. The research implies that the role of price and brand love is one of the important components attached to Ulos products. Customer involvement in purchasing Ulos cannot be separated from the relatively economical price offered and the love for the product. With the presence of this research, it is hoped that it can provide additional information for Ulos artisans and Ulos business actors in developing marketing strategies, especially in improving Ulos purchasing decisions.

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Consumer Brand Engagement on Brand Loyalty: The Role of Brand Satisfaction as a Mediating Variable

Cited by 9 publications

References 30 publications

IMPACT OF SERVICE QUALITY, CUSTOMER ENGAGEMENT & CUSTOMER SATISFACTION ON CUSTOMER LOYALTY WITH THE MODERATING ROLE OF RELIGIOSITY

IMPACT OF SERVICE QUALITY, CUSTOMER ENGAGEMENT & CUSTOMER SATISFACTION ON CUSTOMER LOYALTY WITH THE MODERATING ROLE OF RELIGIOSITY

Analisis Pengaruh Citra Merek , Pengalaman Merek terhadap Kepuasan Merek dan Loyalitas Merek Kosmetik Wardah

Ulos Product Purchase Decision Judging From Aspects of Price, Brand Love and Customer Brand Engagement

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