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28 April 2022
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29 April 2022
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29 April 2022
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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.

Keywords

pengalaman merek, afeksi merek, gairah merek, koneksi merek diri, dan loyalitas merek

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Copyright (c) 2022 Mumtaz Muhammad Zulfa, Istyakara Muslichah

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Zulfa, M. M., & Muslichah, I. (2022). Pengaruh Pengalaman dan Keterikatan Emosional terhadap Loyalitas Merek pada Pengguna Aplikasi Islami di Smartphone. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(1), 13–36. Retrieved from https://journal.uii.ac.id/selma/article/view/23609
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