Dampak brand experience terhadap brand attachment: Brand trust sebagai mediator

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Diterbitkan: Nov 14, 2025
DOI: https://doi.org/10.28932/jmm.v25i1.12039
Kata Kunci:
brand attachment, brand experience, brand trust brand attachment, brand experience, brand trust

Isi Artikel Utama

Muhammad Gaudi Ilyasa
Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Katolik Parahyangan
Lisa Jolanda Catherine Polimpung
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Atma Jaya Makassar
Fransisca Mulyono
Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Katolik Parahyangan

Abstrak

Mengevaluasi pengaruh pengalaman merek (brand experience) terhadap keterikatan merek (brand attachment), baik secara langsung maupun melalui kepercayaan terhadap merek (brand trust), ialah tujuan penelitian ini. 150 orang responden yang dipilih melalui metode non-probability sampling dengan teknik purposive yang merupakan konsumen dari Pipinos Bakery. Peneliti melakukan penelitian menggunakan evaluasi outer model, yakni validitas dan reliabilitas, dan inner model, yakni koefisien determinasi (R2), predictive relevance (Q2), signifikansi path coefficient (two-tailed), dan effect size (f2). Pengujian ini menggunakan alat bantu software SEM PLS 3.0 agar menemukan hasil yang akurat. Hasil temuan menunjukkan bahwa brand attachment dipengaruhi secara signifikan oleh brand experience, baik secara langsung maupun melalui brand trust sebagai variabel mediasi. Temuan ini mengindikasikan bahwa Pipinos Bakery perlu meningkatkan pengalaman merek (brand experience) yang dirasakan konsumen guna memperkuat kepercayaan terhadap merek (brand trust) dan keterikatan terhadap merek (brand attachment). Beberapa cara yang dapat dilakukan dalam meningkatkan brand experience seperti menyediakan sampling corner untuk produk baru, menyapa konsumen dengan nama agar memberikan kesan yang lebih personal, memberikan sistem loyalitas seperti kupon, dan memberikan penawaran di hari ulang tahun atau custom produk. Upaya-upaya ini akan membantu Pipinos Bakery dalam menghadapi persaingan bisnis di era saat ini.

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Cara Mengutip
Ilyasa, M. G., Polimpung, L. J. C., & Mulyono, F. (2025). Dampak brand experience terhadap brand attachment: Brand trust sebagai mediator. Jurnal Manajemen Maranatha, 25(1), 35–44. https://doi.org/10.28932/jmm.v25i1.12039
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Vol 25 No 1 (2025): Jurnal Manajemen Maranatha
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