BRAND EXPERIENCE : MEMBANGUN BRAND LOVE PENGGUNA IPHONE DENGAN PERCEIVED BRAND VALUE DAN BRAND PRESTIGE

Andhika Putra Budi Pratama; Muhammad Yasser Iqbal Daulay

doi:10.31955/mea.v9i1.5390

Andhika Putra Budi Pratama Universitas Bengkulu
Muhammad Yasser Iqbal Daulay Universitas Bengkulu

DOI: https://doi.org/10.31955/mea.v9i1.5390

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dampak brand experience terhadap brand love di kalangan Generasi Z pengguna iphone di Indonesia, dengan perceived utilitarian, hedonic dan brand prestige sebagai variabel mediasi. Menggunakan teori Consumer-Brand Relationship (CBR) yang dikemukakan oleh Susan Fournier (1998). Penelitian ini mengkaji bagaimana interaksi emosional dan fungsional antara konsumen dan merek dapat membentuk keterikatan yang kuat. Data dikumpulkan secara daring melalui penyebaran kuesioner kepada 190 responden. Pengolahan data dilakukan menggunakan perangkat lunak SmartPLS 3.0 untuk menganalisis hubungan antar variabel. Penelitian ini diharapkan berguna bagi pemasar dalam mengembangkan strategi yang dapat memperkuat hubungan emosional antara merek dan konsumen, khususnya di segmen Generasi Z yang semakin berpengaruh dalam pasar teknologi. Hasil penelitian menunjukkan terdapat pengaruh signifikan brand experience, perceived utilitarian brand value dan brand prestige terhadap brand love. Namun variabel perceived hedonic brand value tidak berpengaruh signifikan baik secara langsung dan sebagai mediasi terhadap brand love.

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