PERANAN KOMITMEN AFEKTIF TERHADAP PENGARUH PENGALAMAN MEREK KEPADA LOYALITAS MEREK (Studi Pada Konsumen Mobil Honda Di Kota Banda Aceh)
Abstract
This study aims to determine the effect of experience on brand loyalty with affective commitment as a mediator. The empirical study was conducted on Honda car users in Kota Banda Aceh using questionnaires as research instruments, of which the sample in this study was 110 people. Nonprobability Sampling is used as sampling technique with Purposive Sampling method. The HLM (Hierarchical Linear Modeling) method is used as a data analysis method using the IBM SPSS 20 software. The results of this study demonstrate experience and experience of brand loyalty, affective and significant commitment to brand loyalty, brand experience and strategy to affective commitment. Affective commitment mediates the impact of brand experience on brand loyalty.
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References
Assael, H. 1998. Consumer Behavior and Marketing Action. 6th ed. Cincinatti, OH: South Western College Publishing.
Baron, R. M. and Kenny, D. A. 1986. The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Brakus et al., 2009. Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing vol. 73, p. 52-68
Ferdinand. 2006. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
H. Evanschitzky et al., 2006. The Relative Strength of Affective Commitment in Securing Loyalty in Service Relationship. Journal of Bussiness Research 59 (2006,) p. 1207-1213
Iglesias et al., 2011. Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Brand Management vol. 18,8, p. 570-582
Lau, G. T. and Lee, S. H. 1999. “Consumers’ Trust in a Brand and the Link to Brand Loyalty,” Journal of Market Focused Management, 4:341-370.
Mowen, John, C dan Michael Minor. 2002. Perilaku Konsumen Jilid Kedua. Jakarta: Erlangga.
Baron, R. M. and Kenny, D. A. 1986. The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Brakus et al., 2009. Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing vol. 73, p. 52-68
Ferdinand. 2006. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
H. Evanschitzky et al., 2006. The Relative Strength of Affective Commitment in Securing Loyalty in Service Relationship. Journal of Bussiness Research 59 (2006,) p. 1207-1213
Iglesias et al., 2011. Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Brand Management vol. 18,8, p. 570-582
Lau, G. T. and Lee, S. H. 1999. “Consumers’ Trust in a Brand and the Link to Brand Loyalty,” Journal of Market Focused Management, 4:341-370.
Mowen, John, C dan Michael Minor. 2002. Perilaku Konsumen Jilid Kedua. Jakarta: Erlangga.
Published
2017-12-29
How to Cite
VILZATI, VILZATI et al.
PERANAN KOMITMEN AFEKTIF TERHADAP PENGARUH PENGALAMAN MEREK KEPADA LOYALITAS MEREK (Studi Pada Konsumen Mobil Honda Di Kota Banda Aceh).
SI-MEN (Akuntansi dan Manajemen) STIES, [S.l.], v. 8, n. 2, p. 67-78, dec. 2017.
ISSN 2598-3008.
Available at: <http://jurnal.stiesabang.ac.id/index.php/simen/article/view/78>. Date accessed: 27 mar. 2023.
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Articles
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