Pengaruh Emotional Branding Dan Brand Experience Terhadap Loyalitas Konsumen Yang Dimediasi Oleh Kepuasan Pelanggan Pada Pengguna Kopi Janji Jiwa (Studi Kasus Pada Mahasiwa Kota Malang)

Abstract

Abstract

This study aims to examine and analyze the influence of Emotional Branding and Brand Experience on Customer Loyalty with Customer Satisfaction as a mediating variable among Janji Jiwa customers in Malang City. This research employed a quantitative approach using a questionnaire measured on a Likert scale as the research instrument. The sampling technique used was purposive sampling, involving 80 respondents who had purchased Janji Jiwa products in Malang City. Primary data were collected through an online questionnaire distributed via Google Forms. Data were analyzed using path analysis with the assistance of SPSS version 26, including validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, hypothesis testing, coefficient of determination analysis, and mediation testing using the Sobel Test. The results indicate that Emotional Branding and Brand Experience have a positive and significant effect on Customer Satisfaction. Furthermore, Emotional Branding, Brand Experience, and Customer Satisfaction also have a positive and significant effect on Customer Loyalty. The mediation analysis reveals that Customer Satisfaction significantly mediates the relationship between Emotional Branding and Customer Loyalty, as well as between Brand Experience and Customer Loyalty. These findings suggest that strengthening customers' emotional attachment to the brand and creating positive brand experiences can enhance customer satisfaction, which in turn fosters stronger customer loyalty.

Keywords: Emotional Branding, Brand Experience, Customer Satisfaction, Customer Loyalty.