PENGARUH HEDONIC PRODUCT DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS MEREK DENGAN BRAND LOVE SEBAGAI VARIABEL MEDIASI (Studi pada Sepatu Merek CHIC Fortune di Kota Padang)

ABSTRAK
Tujuan penelitian ini untuk menganalisis dan menguji pengaruh hedonic product dan kepuasan pelanggan terhadap loyalitas merek dengan brand love sebagai variabel mediasi. Studi ini dilakukan pada pelanggan merek CHIC Fortune di Kota Padang dengan pendekatan kuantitatif. Data dikumpulkan melalui penyebarkan kuesioner kepada 116 responden dengan teknik pengambilan sampel menggunakan purposive sampling. Metode analisis data dalam penelitian ini dilakukan dengan 2 software yaitu SPSS dan SMART-PLS 3. Hasil penelitian menunjukkan bahwa hedonic product tidak berpengaruh terhadap loyalitas merek, sedangkan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas merek. Hedonic product dan kepuasan pelanggan secara parsial berpengaruh positif dan signifikan terhadap brand love. Brand love berpengaruh positif dan signifikan terhadap loyalitas merek. Brand love mampu memediasi pengaruh hedonic product terhadap loyalitas merek. Brand love mampu memediasi pengaruh kepuasan pelanggan terhadap loyalitas merek.
Kata Kunci : hedonic product, kepuasan pelanggan, brand love, loyalitas merek.
ABSTRACT
The purpose of this study is to analyze and test the influence of hedonic product and customer satisfaction on brand loyalty with brand love as a mediating variable. This study was conducted on CHIC Fortune brand customers in Padang City with a quantitative approach. Data were collected by distributing questionnaires to 116 respondents with a sampling technique using purposive sampling. The data analysis method in this study was carried out using 2 software, namely SPSS and SMART-PLS 3. The results showed that hedonic product had no effect on brand loyalty, while customer satisfaction had a positive and significant effect on brand loyalty. Hedonic product and customer satisfaction partially had a positive and significant effect on brand love. Brand love had a positive and significant effect on brand loyalty. Brand love was able to mediate the effect of hedonic product on brand loyalty. Brand love was able to mediate the effect of customer satisfaction on brand loyalty.
Keywords : hedonic product, customer satisfaction, brand love, brand loyalty.