PENGARUH BRAND EXPERIENCE TERHADAP BRAND SATISFACTION DAN REPURCHASE INTENTION MELALUI LOVEMARKS SEBAGAI VARIABEL MEDIASI : Survei pada Pengguna Vespa di Kota Bandung)

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PENGARUH BRAND EXPERIENCE TERHADAP BRAND SATISFACTION DAN REPURCHASE INTENTION MELALUI LOVEMARKS SEBAGAI VARIABEL MEDIASI : Survei pada Pengguna Vespa di Kota Bandung)

Ginting, Mikha Sevterina - Nama Orang;

RINGKASAN

Mikha Sevterina Ginting, 2025. Program Magister Administrasi Bisnis.
Universitas Brawijaya. “Pengaruh Brand experience Terhadap Brand satisfaction
Dan Repurchase intention Melalui Lovemarks Sebagai Variabel Mediasi (Survei
pada Pengguna Vespa di Kota Bandung)”. Komisi Pembimbing, Ketua, Prof.
Andriani Kusumawati S.Sos., M.Si., DBA., Anggota Edriana Pangestuti, S.E.,
M.Si., DBA

Penelitian ini dilatarbelakangi oleh fenomena tingginya tingkat persaingan
pada industri otomotif, terutama di segmen scooter premium di Indonesia.
Meskipun Vespa telah memiliki citra merek yang kuat, perusahaan masih
menghadapi tantangan dalam menjaga loyalitas konsumennya. Temuan lapangan
dan hasil penelitian terdahulu menunjukkan bahwa aspek brand satisfaction dan
repurchase intention pada pengguna Vespa belum menunjukkan konsistensi, karena
dipengaruhi oleh pengalaman merek serta ikatan emosional dan kognitif konsumen
terhadapnya. Kondisi tersebut menegaskan perlunya kajian lebih mendalam
mengenai bagaimana Brand experience berperan dalam membentuk Brand love,
brand respect, dan brand satisfaction, hingga mendorong repurchase intention.
Penelitian ini mengkaji pengaruh Brand experience terhadap Brand love,
brand respect, dan brand satisfaction serta implikasinya pada repurchase intention
konsumen Vespa di Kota Bandung. Variabel lovemarks (Brand love dan brand
respect) diposisikan sebagai mediasi untuk memperkuat hubungan antara
pengalaman merek dengan kepuasan dan niat pembelian ulang. Data diperoleh
melalui kuesioner yang disebarkan kepada pengguna Vespa, kemudian dianalisis
menggunakan metode PLS-SEM dengan bantuan SmartPLS 4.0.1.5.

Hasil penelitian menunjukkan bahwa: (1) Brand experience berpengaruh
positif dan signifikan terhadap Brand love. (2) Brand experience berpengaruh
positif dan signifikan terhadap brand respect. (3) Brand experience berpengaruh
positif dan signifikan terhadap brand satisfaction. (4) Brand experience
berpengaruh positif dan signifikan terhadap repurchase intention. (5) Brand love
berpengaruh positif dan signifikan terhadap brand satisfaction. (6) Brand love
berpengaruh positif dan signifikan terhadap repurchase intention. (7) Brand respect
berpengaruh positif dan signifikan terhadap brand satisfaction. (8) Brand respect
tidak berpengaruh signifikan terhadap repurchase intention. (9) Brand satisfaction
berpengaruh signifikan namun negatif terhadap repurchase intention. Implikasi
penelitian menegaskan fokus memperkuat brand love melalui event komunitas dan
komunikasi emosional yang lebih efektif mendorong repurchase intention.
Pengelolaan kepuasan merek premium seperti Vespa diarahkan pada peningkatan
loyalitas emosional serta advokasi. Penelitian berikutnya menambahkan
mediator/moderator: price fairness, after-sales service, dan community engagement
untuk gambaran loyalitas yang komprehensif dan berkelanjutan.

Kata Kunci : Brand Experience, Lovemarks, Brand Love, Brand Respect, Brand
Satisfcation, Repurchase Intention.

SUMMARY

Mikha Sevterina Ginting, 2025. Master of Business Administration
Program, Brawijaya University. “Pengaruh Brand experience Terhadap Brand
satisfaction Dan Repurchase intention Melalui Lovemarks Sebagai Variabel
Mediasi (Survei pada Pengguna Vespa di Kota Bandung)”. Advisory Committee:
Chairperson: Prof. Andriani Kusumawati S.Sos., M.Si., DBA., Member: Edriana
Pangestuti, S.E., M.Si., DBA.

This research is motivated by the phenomenon of high levels of competition
in the automotive industry, particularly in the premium scooter segment in
Indonesia. Although Vespa has a strong brand image, the company still faces
challenges in maintaining customer loyalty. Field findings and previous research
indicate that brand satisfaction and repurchase intention among Vespa users are
inconsistent, as they are influenced by Brand experience and consumers' emotional
and cognitive attachment to it. This situation emphasizes the need for a more in
depth study of how Brand experience plays a role in shaping Brand love, brand
respect, and brand satisfaction, ultimately driving repurchase intention.
This study examines the influence of Brand experience on Brand love, brand
respect, and brand satisfaction, and their implications for repurchase intention
among Vespa consumers in Bandung. The lovemarks variable (Brand love and
brand respect) is positioned as a mediator to strengthen the relationship between
Brand experience and satisfaction and repurchase intention. Data were obtained
through questionnaires distributed to Vespa users and then analyzed using the PLS
SEM method with the assistance of SmartPLS 4.0.1.5.

The results show that: (1) Brand experience has a positive and significant
effect on Brand love. (2) Brand experience has a positive and significant effect on
brand respect. (3) Brand experience has a positive and significant effect on brand
satisfaction. (4) Brand experience has a positive and significant effect on repurchase
intention. (5) Brand love has a positive and significant effect on brand satisfaction.
(6) Brand love has a positive and significant effect on repurchase intention. (7)
Brand respect has a positive and significant effect on brand satisfaction. (8) Brand
respect does not have a significant effect on repurchase intention. (9) Brand
satisfaction has a significant but negative effect on repurchase intention. The
implications of this study highlight the need to strengthen brand love through
community events and emotional communication strategies, which are more
effective in driving repurchase intention. Managing customer satisfaction for
premium brands like Vespa should focus on enhancing emotional loyalty and
advocacy. Future research is recommended to include mediating or moderating
variables such as price fairness, after-sales service, and community engagement to
provide a more comprehensive understanding of consumer loyalty.

Keywords : Brand Experience, Lovemarks, Brand Love, Brand Respect, Brand
Satisfcation, Repurchase Intention.

Ketersediaan

Fadel Muhammad Resource Center (Ilmu Terapan dan Teknologi) TES 658,82 GIN p 2025 K1

2026077

Tersedia namun tidak untuk dipinjamkan - No Loan

Informasi Detail

Judul Seri: -
No. Panggil: TES 658,82 GIN p 2025 K1
Penerbit: Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025
Deskripsi Fisik: xix, 213 Halaman ; Ilus : 29,5 cm
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 658,82
Tipe Isi: text
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Repurchase Intention
Tesis / Thesis
brand love
Brand Experience
Lovemarks
Brand Respect
Brand Satisfcation
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Mikha Sevterina Ginting

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