ANTESEDEN BRAND LOYALTY HAND & BODY LOTION CITRA

Desna Fitriyani; Yadi Ernawadi

doi:10.31955/mea.v9i3.6380

Desna Fitriyani Universitas Jenderal Achmad Yani, Jawa Barat,Kota Cimahi
Yadi Ernawadi Universitas Jenderal Achmad Yani, Jawa Barat,Kota Cimahi

DOI: https://doi.org/10.31955/mea.v9i3.6380

Abstract

Studi ini dilakukan untuk mengevaluasi dampak sensory experience dan functional experience terhadap brand loyalty melalui peran customer attitude serta customer trust sebagai mediator. Penelitian ini berlandaskan cognitive appraisal theory (CAT) yang menjelaskan bahwa persepsi kognitif individu terhadap stimulus yang terbentuk dari brand experience dapat membangun attitude dan trust yang kemudian berimplikasi pada timbulnya brand loyalty. Metode yang digunakan adalah survei dengan teknik pengumpulan data menggunakan kuesioner online. Sampel dalam penelitian ini adalah 100 responden yang memiliki brand experience menggunkan hand & body lotion Citra. Data dianalisis menggunakan pendekatan structural equation modeling-partial least squares (PLS-SEM) dengan bantuan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa sensory experience dan functional experience berpengaruh positif terhadap customer loyalty yang dimediasi oleh consumer attitude dan consumer trust. Secara ilmiah, temuan ini memperkuat validitas cognitive appraisal theory (CAT) dalam menjelaskan mekanisme psikologis pembentukan brand loyalty melalui evaluasi pengalaman konsumen. Secara manajerial, hasil penelitian ini mengimplikasikan bahwa pemasar perlu menekankan konsistensi kualitas functional experience dan sensory experience produk untuk membangun consumer attitude, consumer trust, serta brand loyalty secara berkelanjutan.

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