skip to main content

ANALISIS PENGARUH PENGALAMAN MEREK TERHADAP LOYALITAS MEREK DENGAN KESESUAIAN DIRI TERHADAP MEREK DAN KEPUASAN PENGGUNA SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Platform Shopee di Semarang)

*Naela Rohmah  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Susilo Toto Raharjo  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro

Citation Format:
Abstract
ABSTRACT E-commerce has emerged as one of the sectors experiencing tremendous growth during the pandemic. Shopee, as one of the e-commerce platforms, successfully capitalized on opportunities through various marketing strategies, promotions, and effective partnerships, thus becoming the most visited e-commerce platform in Indonesia in 2023. However, based on interviews with Shopee users, some users felt dissatisfied with their experience using Shopee. Therefore, this research aims to examine and analyze the influence of brand experience on brand loyalty, with self-congruence to the brand and user satisfaction as intervening variables. Data collection was carried out by distributing questionnaires until 125 respondents were obtained as a representative sample. This research in collecting samples uses Non-Probability Sampling techniques, namely Purposive Sampling. Data analysis was carried out using Structural Equation Modeling (SEM) techniques to test the causality between the variables proposed in the research model using Smart PLS 3.0 software as an analysis tool. The results of this study indicate that: (1) Brand experience has a positive and significant effect on user satisfaction, (2) Brand experience has a positive and significant effect on brand self-congruity, (3) Brand experience has a positive and significant effect on brand loyalty, (4) User satisfaction has a positive and significant effect on brand loyalty, and (5) Brand self-congruity has a positive but not significant effect on brand loyalty
Fulltext View|Download
Keywords: Keywords: E-Commerce, Brand Experience, Brand Self-Congruity, Satisfaction And Loyalty.

Last update:

No citation recorded.

Last update:

No citation recorded.