THE EFFECT OF BRAND SATISFACTION AND CONSUMER
EXPERIENCE ON BRAND LOYALTY THROUGH BRAND LOVE
Milda Mi’rojatul Jannah1, Jul Aidil Fadli2
Universitas Esa Unggul, Jakarta, Indonesia
mildamirojatul16@gmail.com1, jul.fadli@esaunggul.ac.id2
|
KEYWORDS |
ABSTRACT |
|
brand
satisfaction, brand love, brand loyalty, consumer experience |
The
business concept in the form of activities carried out by business entities
or individuals to benefit through a series of ways, such as manufacturing,
selling, and purchasing by creating a fashionable brand and updates for
Muslim women is certainly a bright prospect. This study aims to determine and
analyze the influence of Brand Satisfaction and Consumer Experience on Brand Loyalty
through Brand Love on Rabbani hijab consumers. The study used a type of
quantitative method. The sample in this study was 200 consumers selected
based on the purposive sampling method. The data was analyzed using the
Structural Equation Model (SEM). The results showed that Brand Satisfaction
affects Brand Love, Brand Love affects Brand Loyalty, Consumer Experience
affects Brand Love and Brand Loyalty, and Brand Love mediates the
relationship between Brand Satisfaction and Consumer Experience on Brand
Loyalty. It can be concluded that consumer satisfaction and experience have a
significant influence on brand loyalty through brand love. Therefore, to
maintain and increase consumer loyalty, companies need to focus on improving
consumer satisfaction and experience. Companies can do this by improving
product quality, providing quality services, and optimizing consumer
interactions with brands through various channels. |
|
DOI: 10.58860/ijsh.v2i3.29 |
|
Corresponding Author: Milda Mi’rojatul Jannah
E-mail: mildamirojatul16@gmail.com
INTRODUCTION
One of the business concepts is an
activity carried out by a business entity or individual to gain profit in a
series of ways, such as manufacture, sale, and purchase. It is known that
Indonesia is a Muslim-majority country. Therefore, creating a fashionable and
updated brand for Muslim women is a bright prospect and a business that
requires continuous innovation. In addition to offering Muslim fashion products
that compete in the market, Rabbani was the first producer to pioneer the
instant headscarf. School children often use this instant headscarf, and some
even deliberately use Rabbani as a school headscarf because it is felt in terms
of comfort. So, it is no wonder 2019 Rabbani won the 2019 Top Brand award.
Namely the Top Brand 2019 Branded Veil category. The 2019 Top Brand award to
Rabbani was awarded at the Mulia Hotel, Jakarta (Rabbani fashion, 2019).
One of the business goals is to gain
a competitive advantage by making customers loyal to the brands being sold. (Ashraf et al, 2018) argue that brand loyalty plays an important role
because it is not easier for companies to get new customers than to maintain
loyal customers, so they do not easily switch to competitors. Therefore, companies must make strategic
plans to create consumer value in order to remain competitive in their
business. To create loyal customers, of the strategies to create them is by
always pay attention to the responses given by consumers or the consumer's
experience. Because now consumers tend to look at the experiences of other
people before deciding to buy a product, they also always pay attention to
consumers from their love for the brand because that can increase passion and
satisfaction for the brand, which makes increased love for the brand which in
turn will make consumers make repurchases.
Brand love greatly affects brand loyalty Anggraeni
& Rachmanita (2015). Brand loyalty is said to be
consumer behavior that is
committed to a particular brand and makes purchases repeatedly over time. To Cuong (2020),
Brand loyalty
reduces marketing costs. It improves the relationship between sellers, so they
are not afraid to compete because loyal customers are likelier to buy more
products and recommend them to others. Loyalty is also one of the main drivers of company profitability because
it provides a cost advantage by retaining loyal customers (Popp & Wilson, 2018).
Therefore, loyalty has a vital strategy and requirement for business; loyalty
also has a strategic strength for retailers to compete in an intensely
competitive environment.
Brand love is influenced by brand satisfaction and consumer
experience (Roy et al., 2012; Drennan, 2015 ). Brand love is
considered a marketing concept because, with the existence of brand love, the
relationship between consumers and brands can lead to sustainable and long
term. Brand and
love are considered the level of emotional attachment satisfied consumers have
to certain brands (Carroll &
Ahuvia, 2006). From Valaei (2017), Brand love is known as emotions toward the
brand, attachment to the brand, positive experiences toward the brand, and
expressions of love for the brand. Satisfaction results from transactions after
purchasing, but brand love results in long-term relationships between consumers
and brands. Milan et al. (2021 ) brand love has a predictor variable for customer loyalty
and has a positive effect on loyalty. Brand love for hijab increases the
intention to return, especially among teenage consumers.
Another factor
that strongly influences purchase loyalty is the consumer experience. In online
marketing that uses social media, consumer experience is one of the sections
that must be read before making a purchase, namely the experience of other
people, or you can experience it yourself. The impression of the consumer
experience of a brand in consumer memory lasts a long time compared to memories
of the characteristics or benefits of the product (Chase
& Dasu, 2014). Therefore, the consumer
experience associated with the brand plays an important role in marketing and
consumer behavior because businesses consider it a very relevant element in
building long-term relationships between consumers and brands, which can also
lead to brand loyalty. (Khan
& Rahman, 2017) .
Meanwhile, in the
Muslim fashion industry, brand satisfaction also has a role in influencing
purchasing decisions. Satisfaction with the brand can increase loyal consumers;
when they are satisfied with a brand they buy, consumers tend to buy it again
or can even inform their peers about the brand because brand satisfaction can
be referred to as a type of judgment as well as the result of a particular
purchase or consumption experience. In short, satisfaction is created because
the brand they buy meets their expectations (Ghorbanzadeh
& Rahehagh, 2020).
Brand love and
brand loyalty variables. Where brand satisfaction increases brand love ( Roy
et al ., 2012; Correia Loureiro
& Kaufmann, 2012; Albert &
Merunka, 2013; Drennan, 2015; Aro et al ., 2018; Al-Haddad, 2019; Ghorbanzadeh
& Rahehagh, 2020 ). And brand loyalty (
Belaid & Behi, 2011; Lombart &
Louis, 2012; Drennan et al .,
2015; Song et al .,
2019; Ghorbanzadeh
& Rahehagh, 2020). Consumer experience
positively influences brand love ( Drennan, 2015; Karjaluoto et al
., 2016; Milan et
al ., 2021 ). and brand loyalty (Khan & Rahman, 2016;
Tafesse, 2016; Milan et al .,
2021 ). Brand love influences brand
loyalty (Carroll &
Ahuvia, 2006; Bergkvist &
Bech-Larsen, 2010; Correia Loureiro
& Kaufmann, 2012; Hwang &
Kandampully, 2012; Fetscherin et al.,
2014; Drennan, 2015; Aro
et al., 2018; Ghorbanzadeh &
Rahehagh, 2020; Le,
2021; Milan et al., 2021
).
Ghorbanzadeh
& Rahehagh conducted previous research related to brand loyalty
(Ghorbanzadeh
& Rahehagh, 2020).However, this study only
looks at it from the side of brand satisfaction, engagement, and love. In this
study, the brand attachment was replaced with consumer experience, where
consumer experience is also positively related to brand loyalty (Milan
et al ., 2021).
This research aims to fill the
existing knowledge gap by exploring the effect of brand satisfaction and
consumer experience on brand loyalty through brand love. This research can
advance the scientific level of marketing management by developing a better
theoretical understanding of the variables studied and can provide information
and analyze market (community) needs or demands and explain the behavior of
business competitors.
METHODS
This study
adopted measurements related to the variables studied from previous studies.
Where the Brand Satisfaction variable is measured with three questions adopted
from Rather
& Sharma (2016). Then the Brand Love
variable is measured using six questions adapted from Unal & Aydın (2013). Furthermore, the Consumer Experience variable
consists of 4 questions adopted from Setiawan et al . (2021).
Finally, the Brand Loyalty variable is measured using four questions adapted
from Mrad
& Cui (2017).
The population
in this study were Rabbani hijab buyers with an age range of 17 years to 40
years, or you could say all ages can use it. The sample in this study was all
women, and the criteria for the respondents were customers who had bought a
Rabbani hijab at least two times during the last six months.
For data
collection, respondents used the purposive sampling method. This study uses a
formula (Hair
et al ., 2021) that states that the sample
that can be used is ten times the number of questions. Therefore, the sample
size used in this study (17x10) was 170 respondents. Data is distributed in
JABODETABEK with sociodemographic characteristics in this study, including
place of residence, age, employment, education, and allocation of hijab
shopping in a month.
This quantitative
study uses the Structural Equation Model (SEM) method. The data obtained from
the respondents were then processed with a statistical model using the SPSS 26
and Smart PLS 3 programs. Based on the processed pre-test results, data were
tested using the factor analysis method with SPSS to determine validity and
reliability. The validity test was carried out using the Kaiser-Meyer-Olkin
(KMO) measurement and Measure of Sampling Adequacy (MSA) of more than 0.5,
meaning the factor analysis is appropriate. As for the reliability test used
Cronbach's Alpha measurement. The closer the Cronbach's Alpha value to 1, the
better (Hair
Jr et al ., 2021). This study's initial data
collection technique was distributing questionnaires (pre-test) to 30
respondents. Based on the results of the pre-test conducted, all questions are
valid.
RESULTS AND DISCUSSION
The research
respondents were Rabbani hijab buyers. Most of them live in Tangerang (56.5%). Most
respondents are aged 17-25 years (71%) with student work (52.5%) and high
school/vocational school education (67.5%). Some of the respondents spent Rp.
100,000-Rp. 500,000 (42.5%) for a purchase frequency within six months of 3x
(41.5%).
Validity
and Reliability Test (pre-test)
Table.1 KMO Validity Test and
Barlet Test
|
Items |
KMO |
Anti Image |
Communalities |
Components Matrix |
Cronbach's
Alpha |
|
|
|
|
Brand Loyalty |
|
|
|
BLY1 |
|
0.897 |
0.559 |
0.747 |
|
|
BLY2 |
0.803 |
0.811 |
0.794 |
0.891 |
0.882 |
|
BLY3 |
|
0.746 |
0.827 |
0.909 |
|
|
BLY4 |
|
0.805 |
0.774 |
0.880 |
|
|
|
|
|
Brand Love |
|
|
|
BL1 |
|
0.790 |
0.677 |
0.822 |
|
|
BL2 |
|
0.717 |
0.572 |
0.756 |
|
|
BL3 |
|
0.629 |
0.633 |
0.796 |
|
|
BL4 |
0.696 |
0.746 |
0.698 |
0.835 |
0.895 |
|
BL5 |
|
0.649 |
0.588 |
0.767 |
|
|
BL6 |
|
0.714 |
0.680 |
0.825 |
|
|
BL7 |
|
0.629 |
0.484 |
0.696 |
|
|
|
|
|
Consumer Experience |
|
|
|
PK1 |
|
0.741 |
0.305 |
0.553 |
|
|
PK2 |
|
0.859 |
0.585 |
0.765 |
|
|
PK3 |
0.768 |
0.721 |
0.875 |
0.936 |
0.874 |
|
PK4 |
|
0.695 |
0.889 |
0.943 |
|
|
PK5 |
|
0.905 |
0.718 |
0.847 |
|
|
Brand Satisfaction |
|||||
|
KM1 |
0.724 |
0.845 |
0.609 |
0.780 |
0.853 |
|
KM2 |
0.744 |
0.607 |
0.779 |
||
|
KM3 |
0.693 |
0.752 |
0.867 |
||
|
KM4 |
0.674 |
0.822 |
0.907 |
||
Source: Results of research data processing, 2023
To test the
quality of the questionnaire, we pre-tested 30 respondents. In this test,
validity and reliability tests were carried out using SPSS 26 by looking at the
Kaiser-Meyer-Olkin (KMO) and Measure of Sampling Adequacy (MSA) measurement
values. KMO and MSA values are ideal if the value is > 0.50. Overall, the
KMO value for each research variable is 0.696 to 0.803, and the MSA value in
this study is 0.629 to 0.905. These results show that the items in the
questionnaire statements are valid. In terms of Cronbach's Alpha, as a
reference for determining reliability, based on Hair
Jr. et al . (2021) for each variable whose Croncbach's alpha value is close to 1, it is said that the
better the reliability value in this study shows the Cronbach' Alpha value of
0.853 to 0.895, meaning that the questions asked are all reliable.
Outer Model Test
Figure 1. Outer Model Test
Construct
validity and reliability tests on the reflective measurement model were carried
out based on recommendations from Hair Jr. et al .
(2021). The loading factor value
required in SmartPLS 3 is >0.70. The measurement of construct validity in
this study was acceptable and declared valid because most of the indicators for
each variable had a loading factor value above 0.70. Only the KM1, PK1, and BL5
indicators had a loading factor of less than 0.70, namely 0.679, 0.405, and
0.474. The results of Composite Reliability (CR) and Average Variance Extracted
(AVE) calculations in this study fulfill the overall requirements. Hair
Jr. et al . (2021) state that the required values are CR > 0.70 and AVE > 0.50.
Calculation results for CR and AVE for Brand Satisfaction (CR=0.869;
AVE=0.688), Consumer Experience (CR=0.926; AVE=0.757), Brand Love (CR =0.937;
AVE =0.714), and Brand Loyalty (CR= 0.927; AVE=0.762).
Table
2. Construct Validity and Reliability
|
Cronbach's Alpha |
rho_A |
Composite Reliability |
Average Variance Extracted (AVE) |
|
|
Brand
Love |
0.918 |
0.923 |
0.937 |
0.714 |
|
Brand
Loyalty |
0.893 |
0.908 |
0.927 |
0.762 |
|
Brand
Satisfaction |
0.780 |
0.832 |
0.869 |
0.688 |
|
Consumer
Experience |
0.892 |
0.894 |
0.926 |
0.757 |
Discriminant
Validity Test
Using empirical
standards, discriminant validity illustrates that one latent variable is
different from the other. The cross-loading value of each indicator of the
latent variable can explain the discriminant validity test. Cross-loading value
shows the correlation between an indicator to its construction and other
constructs. The correlation value of the indicator to the latent variable needs
to show greater results than the correlation value to the other latent
variables. Based on the results of data processing using Smart-PLS, all
variables meet the requirements of good discriminant validity.
Internal
Consistency Reliability Test
The
Composite Reliability value can measure the internal consistency reliability
test in SEM-PLS. The Composite Reliability value can be reliable if it is> 0.7 ( Hair
Jr. et al ., 2021). Based on the calculations
in the table above, it is found that all latent variables (constructs) have a
Composite Reliability value of >0.7.
Coefficient of Determination
The value of the
coefficient of determination explains to what extent the exogenous variable can
explain the endogenous variable, namely by analyzing the value of R 2 where
the value that appears is categorized with the criterion of R2 value
> 0.67, the influence of exogenous variables is considered strong, the value
of R2 = 0.33-0 .66 is considered moderate, and an R-value < 0.20
is considered weak ( Hair
Jr et al ., 2021). From this research, the
analysis results show that the Brand Love variable is jointly influenced by the
Brand Satisfaction and Consumer Experience variables, with a value of R 2 =
0.857. Thus, Brand Satisfaction and Consumer Experience can explain 85.7% of
the variant of Brand Love, which means that the influence is strong. The
remaining 14.3% can be explained by other variables not included in this study.
The next analysis, namely Brand Loyalty, is jointly influenced by the variables
of Brand Satisfaction and Consumer Experience with a value of R2 =
0.722. This shows that 72.2% of the Brand Loyalty variant can be explained by
the variables Brand Satisfaction and Consumer Experience, meaning the effect is
also strong. Other variables explain the remaining 27.8%.
Significance of Path Coefficient (Hypothesis Test)
Figure 2. Path diagrams
Table.3 Hypothesis Test Results
|
Statement |
Original Sample (O) |
Sample Means (M) |
T Statistics (|O/STDEV|) |
P Value |
description |
|
|
H1 |
Brand Satisfaction has a positive effect on Brand Love |
0.284 |
0.285 |
6,108 |
0.000 |
Supported hypothesis |
|
H2 |
Brand Satisfaction has a positive effect on Brand Loyalty |
0.313 |
0.309 |
1,469 |
0.142 |
The hypothesis is not supported |
|
H3 |
Consumer Experience has a positive effect on Brand Love |
0.111 |
0.113 |
13,991 |
0.000 |
Supported hypothesisjnj |
|
H4 |
Consumer Experience has a positive effect on Brand Loyalty |
0.667 |
0.672 |
3,647 |
0.000 |
Supported hypothesis |
|
H5 |
Brand Love has a positive effect on Brand Loyalty |
0.493 |
0.492 |
2,128 |
0.034 |
Supported hypothesis |
Source:
Results of research data processing, 2023
Table 4. Indirect Effects Test Results
|
Hypothesis |
Statement |
Original
Sample (O) |
Sample
Means (M) |
T Statistics (|O/STDEV|) |
P Value |
description |
|
H6 |
Brand Satisfaction has a positive effect on Brand Loyalty through Brand Love |
0.089 |
0.086 |
2,190 |
0.029 |
Supported hypothesis |
|
H7 |
Consumer Experience has a positive effect on Brand Loyalty through Brand Love |
0.190 |
0.193 |
2,011 |
0.045 |
Supported hypothesis |
Source: Results of research data processing, 2023
Testing the
hypothesis in this study can be seen through the results of the path
coefficient significance. The path coefficient significance value can be
obtained using the bootstrapping technique with the Smart-PLS software.
According to Hair
Jr. et al . (2021), if the T statistics value is
> 1,960, with a P value <0.05, it can be said that there is a significant
influence.
In
hypothesis testing, H1, H3, H4, H5, H6, H7 are proven, while H2 is not proven.
The H2 test, namely the effect of Brand Satisfaction on Brand Loyalty, obtained
the results of T statistics 1.469 <1.960 with a P value of 0.142 > 0.05,
so it can be said that the hypothesis is not proven.
Meanwhile, as seen from the indirect effects
test table results in this study, there is a mediating relationship between
exogenous and endogenous variables, namely Brand Loyalty through Brand Love.
This means both explain that the relationship between Brand Satisfaction and
Consumer Experience through Brand Love has a positive and significant influence
because it has a T statistics value of 2.190 and 2.011 > 1.960 and a P value
of 0.029 and 0.045 <0.05.
Hijab
Rabbani is an instant hijab that consumers like because it has a soft material
that makes it comfortable. So it is no wonder that satisfaction has been considered an
important factor in marketing (Hsu
& Chen, 2018). The results of testing this
hypothesis are supported by previous research, which also states a positive and
significant relationship between brand satisfaction and brand love ( Ghorbanzadeh
& Rahehagh, 2021).
Furthermore, testing the H2 effect
of Brand Satisfaction on Brand Loyalty is said to have no positive and
significant effect between Brand Satisfaction and Brand Loyalty. There is a
possibility that even though consumers are satisfied with the Rabbani hijab, in
terms of price, the Rabbani hijab is above the average compared to the hijab
sold in the market. Because prices are set to prevent competitors from entering
and maintaining customer loyalty (Saputri, 2019), it makes consumers disloyal; these results align with the results
of research conducted by Brilliant & Achyar (2013), which states that brand satisfaction does not affect brand loyalty.
This is also in line with what was stated by Erciş et al . (2012) that satisfaction alone might not be enough to make a consumer
loyal. This research does not align with the results of
the study by Ghorbanzadeh & Rahehagh (2020), which confirms that Brand Loyalty is directly affected by Brand
Satisfaction. This difference occurs probably because the data is distributed
only in JABODETABEK, and most of those who buy Rabbani hijab are students, that
is, people who have not worked. Therefore, the tendency of consumers, even
though satisfied with the quality of Rabbani's hijab but if it is to be loyal
is still not strong.
Regarding the
relationship between Consumer Experience and Brand Love, nowadays, everyone is
active on social media, as well as buying a need and desire a lot of social
media. So, it's no wonder that Consumer Experience plays an important role in
marketing, to support the love of the brand. Consumers pay more attention to
the chosen brand they like because of the good buying experience (Karjaluoto
et al., 2016). This is supported by previous
research from (Milan
et al., 2021), which states that there is
a significant and positive relationship between the Consumer Experience and
Brand Love.
Furthermore, the
Consumer Experience is an important step towards shaping loyalty. Experience
can be an evaluation that will foster consumer trust; of course, as a business
person, it is very important to maintain the trust of potential consumers.
Suppose from the beginning alone many consumers are already disappointed. In
that case, it will impact the business in the future, in line with Tafesse's
(2016) opinion, which shows that
consumers are no longer interested in buying products for functional benefits
only but focus on their experience. Previous research also supports these
results that confirm a positive and significant relationship between Consumer
Experience and Brand Loyalty (Milan
et al., 2021).
Furthermore, the
Rabbani hijab is among the leading hijabs. Hence, consumers feel happy to wear
it based on the perceived comfort and variants produced. As for other things,
Rabbani's hijab has a soft and smooth veil surface texture. The smoothness and
softness of the materials used certainly make the scalp of consumers feel
protected. This gives rise to consumers' love for the brand, which can further
foster consumer loyalty. Therefore, in line with the research (Ghorbanzadeh
& Rahehagh, 2021) which confirms the existence
of a positive relationship between Brand Love and Brand Loyalty because brand
love is said to be the strong emotional level that consumers have for a brand
and makes the consumer loyal.
Meanwhile,
judging from the results of this study's indirect effects test table, there is
also a mediating relationship between exogenous variables and endogenous
variables, namely Brand Loyalty through Brand Love. This means both explain
that the relationship between Brand Satisfaction and Consumer Experience
through Brand Love has a positive and significant influence. Rabanni hijab is
one of the contemporary hijab solutions. However, it is easy to use because
they make instant products that are easy to wear. Brand Love is an index that
conveys impressions of a brand, brand love is expressed as the attitude that
consumers have towards a brand and includes positive behaviours, feelings, and
emotions that can make consumers loyal (Aro et al.,
2018) in line
with previous research that explained the role of Brand Love as a mediation for
Brand Loyalty (Vania
& Putri, 2020).
CONCLUSION
This research
tested the effect of brand satisfaction and consumer experience on brand
loyalty through brand love case studies on hijab rabbani consumers who used the
consumer preferences of rabbani hijab users in JABODETABEK as the research
object. This study describes the factors of Brand Satisfaction and Consumer
Experience affecting purchase loyalty at Hijab Rabbani. The testing of all
hypotheses shows that brand satisfaction has a positive and significant effect
on brand love, but does not have a positive and significant effect on brand
loyalty. This means that in this study, the results obtained from the data
distributed showed that most of those who bought the Rabbani hijab were
students, namely people who had not worked because they did not have a salary.
Therefore, the tendency of consumers, although they are satisfied with the
quality of Rabbani's hijab, is still not strong for loyalty. Therefore, the
variable Brand Satisfaction on Brand Loyalty does not have a positive and
significant effect. In addition, Consumer Experience has a positive and
significant effect on Brand Love and a positive and significant influence on
Brand Loyalty. Because satisfaction is considered a marketing theory and an
important marketing strategy goal, it is not surprising that companies do
various things to prioritize customer satisfaction. If consumers are satisfied,
they usually tend to like and make them loyal to the brands they like because
they get a sense of satisfaction after using the product they like. So, because
of that, Consumer Satisfaction affects Brand Love and Brand Loyalty.
Furthermore, Brand Satisfaction and Consumer Experience of Brand Loyalty
through Brand Love also have a positive and significant influence.
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