Measuring Brand Emotional in Increasing Brand Loyalty

Main Article Content

Anita Yuliana
Asep Muhamad Ramdan
Acep Samsudin

Abstract

Brand loyalty has an important role in advancing a product so that consumers remain loyal in choosing the product that is being marketed. The research aims to determine the effect of brand emotion on brand loyalty. The data analysis technique used is simple linear regression analysis and using non-probability sampling techniques. The data was collected by distributing questionnaires using Google Form and 130 respondents were used in the city of Sukabumi. This research data processing using IBM SPSS version 24 software. The results of this research indicate simultaneously and partially that brand emotion has a positive influence on brand loyalty. The results of the f-test, namely from the value of count fount 309.253> 3.07 show that count is greater than the table and the correlation results in this study have a very high value, namely 0.841.

Article Details

Section
Articles

References

Agustiani, M., Komariah, K., & Samsudin, A. (2020). ANALISIS BUSANA BUTIK DAN BRAND FAMILIARITY TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN MAYOUTFIT CABANG SUKABUMI), 2.

Astuti, N. (2016). Hubungan Citra Merek dengan Loyalitas Merek pada KonsumenMobil PT. Honda Semoga Jaya Samarinda. E-Jurnal Psikologi Fisip Universitas Mulawarman, 4(3), 439–448.

Index, T. B. (2020). Top Brand Award. https://www.topbrand-award.com/top-brand-index/?tbi_find=indomie

Lesmana, M. T., & Putri, L. P. (2017). Jurnal Riset Sains Manajemen. Analisis Faktor-Faktor Sukses Sistem E-Payment, 1(3), 35–42. https://doi.org/10.5281/zenodo.1039299

Lokadata. (2019). Prospek bagus mie instan asal Indonesia. https://lokadata.id/artikel/prospek-bagus-mi-instan-asal-indonesia

Mogalana, B. D., Purwanti, D., Fajar, Y., Yana, F., Sukabumi, U. M., & Kerja, P. (2020). Efektivitas Pemberian Tunjangan Kinerja (TUKIN) Terhadap Produktivitas Kerja Pegawai Dinas Pendidikan dan Kebudayaan Kota Sukabumi. 2(52), 1–7.

Nadhif, Satria. (2017). Perkembangan Dunia Bisnis dan Tekonolginya Juga. https://www.kompasiana.com/satrianadhif/592ceb8ed59373c27522dc0f/perkembangan-dunia-bisnis-dan-teknologinya-juga

Pogorzelski, J. (2018). Emotional Branding. Managing Brands in 4D, 59–109. https://doi.org/10.1108/978-1-78756-102-120181004

Rahmawati, S., Ramdan, A. M., & Komariah, K. (2019). Determinasi Emosional Merek Dan Kepercayaan Merek Terhadap Kepuasan Pelanggan Pada Skin Care Clinic.

Ubud, S., & Ubud, S. (2016). Strategi Kualitas Hubungan Merek, Komitmen, Kecintaan Terhadap Loyalitas Merek Pada Restoran Waralaba. Jurnal Ilmiah Manajemen, VI(3), 333–348.