THE INFLUENCE OF SELF-BRAND CONNECTION ON LOYALTY: BRAND EXPERIENCE AS A MEDIATOR
Dublin Core
Title
THE INFLUENCE OF SELF-BRAND CONNECTION ON LOYALTY: BRAND EXPERIENCE AS A MEDIATOR
Subject
self-brand connection, brand experience, loyalty
Description
This study involved 145 respondents from the second-wave pioneer coffee product, with an interest in seeking answers: does the second-wave coffee product still have loyalists, even though
it has been overshadowed by the massive and widespread third and fourth-wave coffees in every
area? The study employed two independent variables, namely Self Brand Connection (SC) and
the mediating variable Brand Experience (BE). The researchers were interested in analyzing the direct and indirect effects of the independent variables on consumer loyalty through a case study on the second-wave coffee pioneer company. In this study, the indirect effects were mediated by BE. Primary data were obtained by distributing questionnaires using the Likert scale. The research data were processed using SPSS22 to present descriptive statistical results, validity and reliability tests, classical assumption tests, regression tests, and Sobel tests to test mediation. The results showed that SC has a positive direct and indirect effect on loyalty. In this study, the indirect effect is categorized as partial mediation.
it has been overshadowed by the massive and widespread third and fourth-wave coffees in every
area? The study employed two independent variables, namely Self Brand Connection (SC) and
the mediating variable Brand Experience (BE). The researchers were interested in analyzing the direct and indirect effects of the independent variables on consumer loyalty through a case study on the second-wave coffee pioneer company. In this study, the indirect effects were mediated by BE. Primary data were obtained by distributing questionnaires using the Likert scale. The research data were processed using SPSS22 to present descriptive statistical results, validity and reliability tests, classical assumption tests, regression tests, and Sobel tests to test mediation. The results showed that SC has a positive direct and indirect effect on loyalty. In this study, the indirect effect is categorized as partial mediation.
Creator
Conny Tjandra Rahardja, Karmilawati
Source
http://jam.stieykpn.ac.id/index.php/jam/issue/view/148
Publisher
STIE YKPN Yogyakarta
Date
April 2024
Contributor
Sri Wahyuni
Rights
ISSN 2621-7880 (Online) /1978-3116 (Cetak)
Format
PDF
Language
English
Type
Text
Coverage
Jurnal Akuntansi dan Manajemen STIE YKPN Yogyakarta 2024
Files
Collection
Citation
Conny Tjandra Rahardja, Karmilawati, “THE INFLUENCE OF SELF-BRAND CONNECTION ON LOYALTY: BRAND EXPERIENCE AS A MEDIATOR,” Repository Horizon University Indonesia, accessed March 13, 2025, https://repository.horizon.ac.id/items/show/5828.