Pengalaman Dan Keterlibatan Merek Terhadap Loyalitas Pengguna Produk Apple
Abstract
Penelitian ini dilakukan untuk menguji dampak pengalaman merek dan keterlibatan merek terhadap loyalitas merek di kalangan pengguna produk Apple di Jawa Barat. Melalui pendekatan kuantitatif dan desain penelitian kausal, penelitian ini menggunakan regresi linier berganda untuk menganalisis data dari 155 responden. Hasil menunjukkan bahwa baik pengalaman merek maupun keterlibatan merek secara signifikan mempengaruhi loyalitas merek. Penelitian ini menggarisbawahi pentingnya merek untuk terus meningkatkan pengalaman dan keterlibatan konsumen guna mempertahankan dan meningkatkan loyalitas. Implikasi teoretis dan praktis dari temuan ini menunjukkan bahwa perusahaan harus memperhatikan kedua aspek ini untuk mempertahankan keunggulan kompetitif dan kesetiaan pelanggan. Selanjutnya, pengembangan lebih lanjut dapat melibatkan perluasan cakupan objek penelitian, menambah variabel perantara atau moderasi untuk mengukur kompleksitas hubungan antara pengalaman merek, keterlibatan merek, dan loyalitas merek, serta penggunaan metode analisis alternatif, seperti Smart Equation Model (SEM). Temuan dari penelitian ini berpotensi menambah pengetahuan dalam literatur, khususnya dalam eksplorasi pengalaman merek, keterlibatan merek, dan loyalitas merek.
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