The Effect of Nostalgia Emotion to Brand Trust and Brand Attachment towards Repurchase Intention

Abstract

A music concert or live music performance is an event that can give more experience to their audiences than just listening to music and this makes people go to their favorite musician’s concert several times. This study has an objective to analyze the effect of nostalgia emotion to brand trust and brand attachment towards repurchase intentions by adding the repurchase intention from the previous studies as a new variable and applying it to the music industry, especially in the live music performance sector. The data used for this study were collected from 120 respondents who have watched music concerts or live music performances in Jakarta through an online survey and analyzed it by using SmartPLS in structural equation modeling (PLS-SEM). This study provides more understanding of the connection between each variable in the chosen industry and indicates that nostalgia emotion of a person can affect their brand trust and brand attachment towards their repurchase intention as the results.

Pengaruh Brand Attachment Terhadap Repurchase Intention Pada Kopi Kenangan Dengan Brand Commitment Dan Brand Loyalty Sebagai Variabel Intervening

“…Niat pembelian ulang produk dipengaruhi oleh keterikatan merek atau brand attachment dari produk tersebut, sehingga semakin seseorang memiliki keterikatan maka kemungkinan orang tersebut memiliki niat untuk membeli kembali produk dari merek tersebut juga akan lebih tinggi (Hidayati, Isabela, Yuwananda, & Gunadi, 2021). Keterikatan merek, secara langsung dan tidak langsung, mempengaruhi niat pembelian ulang (Cornelia & Pasharibu, 2020).…”

“…Brand Attachment bagi pecinta musik atau peserta konser musik di Jakarta berpengaruh terhadap Repurchase Intention pertunjukan musik atau tiket konser musik yang akan datang di masa depan (Hidayati, Isabela, Yuwananda, & Gunadi, 2021). Penelitian lain menunjukkan bahwa Brand Attachment memiliki pengaruh langsung yang signifikan terhadap Repurchase Intention pengguna smartphone (Cornelia & Pasharibu, 2020).…”

Online Brand Attachment, Experience, and Sales Promotion Leads to Purchase Intention: Moderating Role of Online Brand Trust

“…Positive expectations regarding the intentions of other parties connected to a person in a risky circumstance are a prerequisite for trust (Benhardy et al, 2020). According to the research 􀅫indings done by Dam (2020) and Hidayati et al (2021), brand trust is critical to social media marketing. According to studies by Chen and Yang (2023), Cuong (2020), and Dam (2020), there is a substantial positive correlation between brand trust and brand loyalty.…”

“…According to studies by Chen and Yang (2023), Cuong (2020), and Dam (2020), there is a substantial positive correlation between brand trust and brand loyalty. According to Dam (2020) and Hidayati et al (2021), brand trust plays a signi􀅫icant role in fostering customer loyalty because it in􀅫luences consumers' propensity to behave in ways that re􀅫lect their attitudes toward a brand. Companies can cultivate consumer emotion by using social media platforms to establish consumer trust in the goods or services they offer.…”

Tourism and beyond: Commodification of communist memoryscapes in Central and East Europe

“…As a psychological tool for coping with ever-changing world, social alienation and inevitable passage of time, nostalgia represents a sentimental longing for the particular moments and events from the past (Sedikides and Wildschut 2018). Scholars extensively analysed how nostalgia has been commercialized to stage consumer experience (Hamilton and Wagner 2014), shape consumers' preferences (Holbrook 1993), enhance consumer-brand relationship (Kessous and Roux 2010; Kessous, Magnoni and Valette-Florence 2016), inform retro-marketing strategies (Holotova, Kadekova and Kosiciarova 2020), stimulate consumers loyalty (Chen, Huand and Zhang 2020), affect repurchase intention (Hidayati et al 2021).…”