Pengaruh Brand Love Dan Customer Engagement Terhadap Minat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Mediasi (Studi Kasus Pada Konsumen Parfum Mykonos di Kota Malang)

Abstract

Abstract

This study aims to analyze the influence of brand love and customer engagement on repurchase intention through consumer satisfaction as a mediating variable among Mykonos perfume consumers in Malang City. This study used a quantitative approach with a survey method. The sample consisted of 105 respondents selected using a purposive sampling technique. Data were collected through a questionnaire with a five-point Likert scale and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the help of the SmartPLS application. The results showed that brand love and customer engagement have a positive and significant effect on consumer satisfaction. Furthermore, consumer satisfaction, brand love, and customer engagement also have a positive and significant effect on repurchase intention. The results of the mediation test indicate that consumer satisfaction is able to partially mediate the effect of brand love and customer engagement on repurchase intention. This study concludes that the greater the consumer's love for the brand and the higher the consumer's engagement with the brand, the higher the consumer satisfaction, which ultimately drives an increase in repurchase intention for Mykonos perfume. The findings of this study are expected to provide input for companies in designing marketing strategies that focus on strengthening emotional connections, increasing consumer engagement, and creating consumer satisfaction to encourage continuous repurchase.

Keyword: Brand love, Customer engagement, Consumer Satisfaction, Repurchase Intention.