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Abstract
Perkembangan teknologi di Indonesia semakin melesat. Hal tersebut menjadi faktor pendukung untuk meningkatkan kegiatan beribadah Muslim menggunakan aplikasi islami yang dibuat oleh produsen pengembang. Situasi ini menimbulkan tantangan dalam industri teknologi untuk mengembangkan aplikasi islami yang dapat diterima oleh Muslim dengan memberikan pengalaman merek yang baik pada pengguna, yang selanjutnya akan mempengaruhi kondisi emosional mereka berupa afeksi, gairah, dan koneksi merek diri yang pada akhirnya menyebabkan konsumen loyal pada merek tersebut. Metodologi yang digunakan menggunakan pendekatan kuantitatif dengan teknik sampling non-probability convenience sampling untuk mengumpulkan data yang disebarkan melalui kuesioner dengan hasil 198 responden. Hasil dari analisis data menunjukkan adanya pengaruh positif dan signifikan pada hubungan variabel antara pengalaman merek terhadap koneksi merek diri, afeksi merek, dan gairah merek; lalu koneksi merek diri terhadap loyalitas merek dan afeksi merek terhadap loyalitas merek. Selanjutnya terdapat hubungan negatif dan tidak signifikan pada variabel gairah merek terhadap loyalitas merek. Terakhir adanya pengaruh positif, namun tidak signifikan pada hubungan variabel pengalaman merek terhadap loyalitas merek.
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Copyright (c) 2022 Mumtaz Muhammad Zulfa, Istyakara Muslichah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Albari, A. (2009). Pengaruh Kualitas Jasa Perguruan Tinggi Swasta terhadap Loyalitas Mahasiswa. Jurnal Siasat Bisnis, 13(3), pp. 203-215.
- Aljaloud, H.O., Dahab, M., dan Kamal, M. (2016). Stemme Impact on Quranic Mobile Information Retrieval Performance. International Journal of Advances Computer Science and Applications, 7(12), pp. 135-139.
- Alnawas, I. dan Altarifi, S. (2015). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), pp. 111-128.
- Ammari, B. N., Niekerk, V. M., Khelil, B. H. dan Chtioui, J. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), pp. 559-585.
- Ardyan, E., Kurnianingsih, H., Rahmawan, G., Wibisono, U. dan Winata. (2016). Enhancing Brand Experience Along With Emotional Attachment Towards Trust and Brand Loyalty. Jurnal Manajemen dan Kewirausahaan, 18(1), pp. 33-44.
- Atulkar, S. dan Kesari, B. (2018). A review on art of creating values in retail for improving business performance. Journal of Business Administration Research, 7(1), pp. 22-26.
- Batra, R., Ahuvia, A., dan Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), pp. 1–16.
- Bibi, S.H., Munaf, R.M., Bawany, N.Z., Shamim, A., dan Saleem, Z. (2020). Usability Evaluation of Islamic Learning Mobile Applications. Journal of Islamic Science and Technology, 6(1).
- Brakus, J.J., Schmitt, B.H. dan Zarantonello, L. (2009). Brand Experience: What is It? How is It Measured? Does it Affect Loyalty?. Journal of Marketing, 73(3), pp. 52-68.
- Brown, J. H. dan Alnawas, I. (2016). Service Quality and Brand Loyalty the Mediation Effect of Brand Passion, Brand Affection and Self-Brand Connection. International Journal of Contemporary Hospitality Management, 28(12), pp. 2771-2794.
- Carroll, B.A. and Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), pp. 79-89.
- Chaudhuri, A., dan Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), pp. 81–93.
- Dun, L., dan Hoegg, J. (2014). The Impact of Fear on Emotional Brand Attachment. Journal of Consumer Research, 41(1), pp 152–168.
- Eroglu, S. A., Machleit, K. A., dan Davis, L. M. (2001). Atmospheric qualities of online retailing. Journal of Business Research, 54(2), pp. 177–184.
- Escalas, J.E. and Bettman, J.R. (2003). You are what they eat: the influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), pp. 339-348.
- Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), pp. 343-353.
- Francisco-Maffezzolli, E.C., Semprebon, E. and Prado, P.H. (2014). Construing loyalty through brand experience: the mediating role of brand relationship quality. Journal of Brand Management, 21(5), pp. 446-458.
- Hair, J. F., Black, W. C., Babin, B. J. dan Anderson, R. E. (2019). Multivariate data analysis. 8th edition, Andover, Hampshire, United Kingdom: Cengage.
- He, Y., Chen, Q., dan Alden, D. L. (2015). Time will tell: managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 44(6), pp. 791–805.
- Iglesias, O., Singh, J. J., dan Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), pp. 570- 582.
- Jacoby, Jacob (2002). Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1), pp. 51-57.
- Kartikasari, A., dan Albari, A. (2019). The influence of product quality, service quality and price on customer satisfaction and loyalty. Asian Journal of Entrepreneurship and Family Business, 3(1), pp. 49-64.
- Kazmi, S. H. A. dan Khalique, M. (2019). Brand experience and mediating roles of brand love, brand prestige and brand trust. Management Sciences, 14(2).
- Khan, A., Mohammad, A. S., dan Muhammad, S. (2020). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), pp. 1492-1520.
- Khan, I. dan Rahman, Z. (2015). E-Tail Brand Experience’s Influence on E-Brand Trust and E-Brand Loyalty. International Journal of Retail & Distribution Management, 44(6), pp. 588-606.
- Loureiro, S., Ribeiro, L. 2011. The effect of atmosphere on emotions and online shopping intention: Age differentiation. In: Australian and New Zealand Marketing Academy Conference, Perth, Australia.
- Morrison, S. & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Brand Management, 14(5), pp. 410–421.
- Mostafa, R. B. dan Kasamani, T. (2020). Brand Experience and Brand Loyalty: Is It a Matter of Emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), pp. 1033-1051.
- Nemati, A., Ahmed, S. dan Khan, K. (2018). Impact of Advertising Effectiveness on Behavioral Brand Loyalty with Mediating Effect of Self-Brand Connection: Evidence from the Islamic Banking Sector in Pakistan. Journal of Islamic Business and Management, 8(1), pp. 187-204.
- Ong, C.H., Wei Lee, H. and Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), pp. 755-774.
- Osman, N.F. dan Hj. Mohamed, H. (2016). Islamic Pregnancy Mobile Learning Application. e-Management and e-Services, pp 150-151.
- Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), pp. 1-17.
- Pirooz, O., Babakhani, T., Hamedi, O., dan Torabi, M. (2020). Investigating the Relationship between Brand Self- Reliance and Loyalty with the Mediating Role of Brand Experience : A Case Study in Tehran Private Hospitals. 11, pp. 68–76.
- Pratiwi, R.S., Salim, U., dan Sunaryo. (2021). The Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated by Brand Trust. Journal of Applied Management, 19(2), pp. 310-318.
- Singh, D., Bajpai, N., dan Kulshreshtha, K. (2020). Journal of Relationship Marketing. 20(1), pp. 20-41.
- Swimberghe, K. R., Astakhova, M., dan Wooldridge, B. R. (2014). A New Dualistic Approach to Brand Passion: Harmonious and Obsessive. Journal of Business Research, 67(12), pp. 2657–2665.
- Thomson, M., MacInnis, D. J., dan Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), pp. 77–91.
- Turner, D. P. (2020). Sampling Methods in Research Design. Headache: The Journal of Head and Face Pain. 60(1), pp. 8–12.
- Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., dan Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), pp. 31–41.
- Westhuizen, L. M. (2018). Brand Loyalty: Exploring Self-Brand Connection and Brand Experience. Journal of Product & Brand Management, 27(2), pp. 172-184.
- White, C. and Yu, T. (2005). Satisfaction emotions and consumer behavioral intentions. Journal of Services Marketing, 19(6), pp. 411–420.
- Yim, C., Tse, D., dan Chan, K. (2008). Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer-Firm Affection and Customer-Staff Relations in Services. Journal of Marketing Research, 45(6), pp. 741-756.
References
Albari, A. (2009). Pengaruh Kualitas Jasa Perguruan Tinggi Swasta terhadap Loyalitas Mahasiswa. Jurnal Siasat Bisnis, 13(3), pp. 203-215.
Aljaloud, H.O., Dahab, M., dan Kamal, M. (2016). Stemme Impact on Quranic Mobile Information Retrieval Performance. International Journal of Advances Computer Science and Applications, 7(12), pp. 135-139.
Alnawas, I. dan Altarifi, S. (2015). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), pp. 111-128.
Ammari, B. N., Niekerk, V. M., Khelil, B. H. dan Chtioui, J. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), pp. 559-585.
Ardyan, E., Kurnianingsih, H., Rahmawan, G., Wibisono, U. dan Winata. (2016). Enhancing Brand Experience Along With Emotional Attachment Towards Trust and Brand Loyalty. Jurnal Manajemen dan Kewirausahaan, 18(1), pp. 33-44.
Atulkar, S. dan Kesari, B. (2018). A review on art of creating values in retail for improving business performance. Journal of Business Administration Research, 7(1), pp. 22-26.
Batra, R., Ahuvia, A., dan Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), pp. 1–16.
Bibi, S.H., Munaf, R.M., Bawany, N.Z., Shamim, A., dan Saleem, Z. (2020). Usability Evaluation of Islamic Learning Mobile Applications. Journal of Islamic Science and Technology, 6(1).
Brakus, J.J., Schmitt, B.H. dan Zarantonello, L. (2009). Brand Experience: What is It? How is It Measured? Does it Affect Loyalty?. Journal of Marketing, 73(3), pp. 52-68.
Brown, J. H. dan Alnawas, I. (2016). Service Quality and Brand Loyalty the Mediation Effect of Brand Passion, Brand Affection and Self-Brand Connection. International Journal of Contemporary Hospitality Management, 28(12), pp. 2771-2794.
Carroll, B.A. and Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), pp. 79-89.
Chaudhuri, A., dan Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), pp. 81–93.
Dun, L., dan Hoegg, J. (2014). The Impact of Fear on Emotional Brand Attachment. Journal of Consumer Research, 41(1), pp 152–168.
Eroglu, S. A., Machleit, K. A., dan Davis, L. M. (2001). Atmospheric qualities of online retailing. Journal of Business Research, 54(2), pp. 177–184.
Escalas, J.E. and Bettman, J.R. (2003). You are what they eat: the influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), pp. 339-348.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), pp. 343-353.
Francisco-Maffezzolli, E.C., Semprebon, E. and Prado, P.H. (2014). Construing loyalty through brand experience: the mediating role of brand relationship quality. Journal of Brand Management, 21(5), pp. 446-458.
Hair, J. F., Black, W. C., Babin, B. J. dan Anderson, R. E. (2019). Multivariate data analysis. 8th edition, Andover, Hampshire, United Kingdom: Cengage.
He, Y., Chen, Q., dan Alden, D. L. (2015). Time will tell: managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 44(6), pp. 791–805.
Iglesias, O., Singh, J. J., dan Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), pp. 570- 582.
Jacoby, Jacob (2002). Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1), pp. 51-57.
Kartikasari, A., dan Albari, A. (2019). The influence of product quality, service quality and price on customer satisfaction and loyalty. Asian Journal of Entrepreneurship and Family Business, 3(1), pp. 49-64.
Kazmi, S. H. A. dan Khalique, M. (2019). Brand experience and mediating roles of brand love, brand prestige and brand trust. Management Sciences, 14(2).
Khan, A., Mohammad, A. S., dan Muhammad, S. (2020). An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), pp. 1492-1520.
Khan, I. dan Rahman, Z. (2015). E-Tail Brand Experience’s Influence on E-Brand Trust and E-Brand Loyalty. International Journal of Retail & Distribution Management, 44(6), pp. 588-606.
Loureiro, S., Ribeiro, L. 2011. The effect of atmosphere on emotions and online shopping intention: Age differentiation. In: Australian and New Zealand Marketing Academy Conference, Perth, Australia.
Morrison, S. & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Brand Management, 14(5), pp. 410–421.
Mostafa, R. B. dan Kasamani, T. (2020). Brand Experience and Brand Loyalty: Is It a Matter of Emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), pp. 1033-1051.
Nemati, A., Ahmed, S. dan Khan, K. (2018). Impact of Advertising Effectiveness on Behavioral Brand Loyalty with Mediating Effect of Self-Brand Connection: Evidence from the Islamic Banking Sector in Pakistan. Journal of Islamic Business and Management, 8(1), pp. 187-204.
Ong, C.H., Wei Lee, H. and Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), pp. 755-774.
Osman, N.F. dan Hj. Mohamed, H. (2016). Islamic Pregnancy Mobile Learning Application. e-Management and e-Services, pp 150-151.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), pp. 1-17.
Pirooz, O., Babakhani, T., Hamedi, O., dan Torabi, M. (2020). Investigating the Relationship between Brand Self- Reliance and Loyalty with the Mediating Role of Brand Experience : A Case Study in Tehran Private Hospitals. 11, pp. 68–76.
Pratiwi, R.S., Salim, U., dan Sunaryo. (2021). The Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated by Brand Trust. Journal of Applied Management, 19(2), pp. 310-318.
Singh, D., Bajpai, N., dan Kulshreshtha, K. (2020). Journal of Relationship Marketing. 20(1), pp. 20-41.
Swimberghe, K. R., Astakhova, M., dan Wooldridge, B. R. (2014). A New Dualistic Approach to Brand Passion: Harmonious and Obsessive. Journal of Business Research, 67(12), pp. 2657–2665.
Thomson, M., MacInnis, D. J., dan Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), pp. 77–91.
Turner, D. P. (2020). Sampling Methods in Research Design. Headache: The Journal of Head and Face Pain. 60(1), pp. 8–12.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., dan Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), pp. 31–41.
Westhuizen, L. M. (2018). Brand Loyalty: Exploring Self-Brand Connection and Brand Experience. Journal of Product & Brand Management, 27(2), pp. 172-184.
White, C. and Yu, T. (2005). Satisfaction emotions and consumer behavioral intentions. Journal of Services Marketing, 19(6), pp. 411–420.
Yim, C., Tse, D., dan Chan, K. (2008). Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer-Firm Affection and Customer-Staff Relations in Services. Journal of Marketing Research, 45(6), pp. 741-756.