PENGARUH KEPUASAN DAN KEPERCAYAAN MEREK PADA LOYALITAS MEREK YANG DIMEDIASI OLEH KETERIKATAN MEREK

There are still few studies that have tried to model the relationship between brand attachment with its antecedents and consequences. Even fewer studies that examine the relationship between brand satisfaction, trust, attachment and loyalty. Brand attachment is an important variable for maintaining and improving customer loyalty. Brand Attachment is also important to help explain the asymmetric relationship between satisfaction and trust with brand loyalty. This study aims to examine the influence of brand satisfaction, trust, and attachment on brand loyalty. This research also aims to investigate the mediating role of brand attachment on the relationship between brand satisfaction and trust with brand loyalty. Hypotheses are developed and tested through a survey study among 256 laptop users in Yogyakarta Special Region. The study was based on confirmatory model study that describes the relationship between the brand attachment with its antecedents and consequences. Structural equation modeling (SEM) by using AMOS statistical program used to test the validity and reliability of the instrument, goodness of fit model, and the relationships hypothesized in the theoretical model proposed. Findings from structural models have proved nearly all the hypothesized relationships. Satisfaction proved influential on brand trust, attachment, and loyalty. While the brand trust proved influential on brand attachment, but the effect of brand trust on brand loyalty is not supported. Brand attachment also proved has effect on brand loyalty. SEM multigroup analysis showed previous purchasing experience and the number of a laptop owned by respondent that moderated the effect of brand trust on brand loyalty. Brand attachment proved has a very important role for the influence of brand satisfaction and trust on brand loyalty. Brand attachment partially mediated the effect of brand satisfaction on brand loyalty and fully mediated the effect of brand trust on brand loyalty. This study also provides two other important findings