Efek Nilai Hedonik Terhadap Cinta Merek: Efek Mediasi Emosi Konsumen dan Ikatan Merek Pada Pelanggan Reguler Makanan Siap Saji

Efek Nilai Hedonik Terhadap Cinta Merek: Efek Mediasi Emosi Konsumen dan Ikatan Merek Pada Pelanggan Reguler Makanan Siap Saji

brand love, consumer emotions, brand attachment, hedonic value

The objectives of this study are: (1) to examine the antecedents of brand love derived from the hedonic value of a product/service, consumer emotions, and brand attachment, and (2) to explore the role of consumer emotions, and brand attachment in strengthening the relationship between hedonic values and brand love. 155 respondents were collected in the current study using the purposive sampling method. The sample criteria in this study are consumers who consume regularly. By using the Smart-PLS module, the test
requirements are met both validity, reliability, AVE, and Fornell-Lecker. The results of hypothesis testing show that hedonic value, consumer emotions, and brand attachment influence consumers' love for brands. Further, the current study also found that consumer emotion and brand attachment mediate the relationship between hedonic values and brand love. Therefore, business entities need to consider those constructs to build and maintain relationships between consumers and brands.

Aditya Pandowo

https://jurnal.stieww.ac.id/index.php/jrm/issue/view/71

STIE Widya Wiwaha

Juli 2024

Sri Wahyuni

Online ISSN : 2624-492X
Print ISSN : 2355-9381

PDF

Indonesian

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Jurnal Riset Manajemen STIE Widya Wiwaha 2024