Pengaruh Logika Dominan Layanan Terhadap Loyalitas Merek Melalui Keterlibatan, Cinta, Dan Kepuasan Merek

Arvi Muzaki, Dino Despriandi, Yolanda Masnita, Husna Leila Yusran

Abstract


Berlatar pada industri e-commerce Indonesia yang berkembang pesat, penelitian ini mengkaji pengaruh citra merek terhadap loyalitas merek dengan menempatkan keterlibatan merek, cinta merek, dan kepuasan merek sebagai variabel mediasi. Menanggapi temuan empiris sebelumnya yang masih belum konsisten, khususnya terkait keterlibatan merek, penelitian ini menggunakan perspektif Service-Dominant Logic dengan memosisikan ketiga konstruk tersebut sebagai mekanisme perantara yang menghubungkan citra merek dengan loyalitas merek. Model konseptual yang diajukan diuji secara empiris menggunakan Structural Equation Modelling (SEM-AMOS) berdasarkan data survei dari 109 konsumen e-commerce. Hasil penelitian menunjukkan bahwa keterlibatan merek yang lebih tinggi secara signifikan meningkatkan kepuasan merek, yang selanjutnya menjadi prediktor kuat bagi loyalitas merek. Selain itu, pengaruh tidak langsung paling kuat ditemukan pada jalur Citra Merek → Cinta Merek → Loyalitas Merek. Namun, pengaruh langsung citra merek terhadap keterlibatan merek relatif lemah, yang menunjukkan bahwa citra merek yang positif saja belum tentu cukup untuk mendorong keterlibatan konsumen secara aktif. Temuan ini menegaskan pentingnya perusahaan merancang pengalaman yang interaktif, personal, dan berbasis komunitas guna memperkuat keterlibatan serta membangun loyalitas merek yang berkelanjutan.

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DOI: https://doi.org/10.52643/jam.v16i1.8348

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