ANALISIS PENGARUH BRAND ENGAGEMENT DAN BRAND LOVE TERHADAP BRAND EQUITY DAN PURCHASE INTENTION HANDPHONE MEREK SAMSUNG
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Florenzia Extefani Esperansa Tanamal
Diana Fajarwati
Dwi Putranto Hadi
Penelitian ini menguji tentang pengaruh Brand Engagement dan Brand Love terhadap Brand Equity dan Purchase Intention handphone merek Samsung di jabodetabek. Oleh karena itu, tujuan dari penelitian ini adalah untuk mengembangkan hubungan antara keterlibatan merek (BE), cinta merek (BL) dan ekuitas merek (BEQ) untuk merek seluler dalam masyarakat kolektif seperti Indonesia. Ini juga menyelidiki hubungan mereka dengan niat beli (PI). Jenis penelitian ini bersifat kuantitatif. Populasi pada penelitian ini yaitu pengguna smartphone Samsung di wilayah Jabodetabek dengan rentang usia 17-55 tahun sebanyak 150 responden. Pengambilan data dilakukan pada bulan Januari 2022. Penyebaran kuesioner dilakukan secara online melalui google form dengan skala yang digunakan yaitu skala Likert 5 poin yang bervariasi dari Sangat Tidak Setuju (1) hingga Sangat Setuju (5). Pengujian hipotesis dalam penelitian ini menggunakan model persamaan structural (SEM) dan menggunakan software AMOS. Berdasarkan analisis disimpulkan bahwa semua variabel saling berpengaruh positif. Variabel brand engagement mempengaruhi variabel brand love, variabel brand engagement mempengaruhi variabel brand equity, variabel brand love mempengaruhi variabel brand equity, variabel brand equity mempengaruhi variabel purchase intention, variabel brand engagement mempengaruhi variabel purchase intention, variabel brand love mempengaruhi variabel purchase intention. Hasil temuan dalam penelitian ini adalah semakin konsumen terikat dengan merek Samsung maka akan meningkatkan rasa cinta dan rasa tertarik konsumen terhadap handphone merek Samsung tersebut, dan hal ini yang membuat konsumen tidak akan berpaling ke handphone merek lain sehingga akan menciptakan niat yang tinggi untuk membeli handphone merek Samsung tersebut.
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