Meningkatkan Loyalitas Konsumen Scarlett Whitening Melalui Brand Experience, Kepuasan, dan Brand Attachment di Yogyakarta
Abstract
The purpose of this study is to examine how customer loyalty to Scarlett Whitening is enhanced through brand experience, brand satisfaction, and brand attachment in Yogyakarta. The methodology employed in this research is quantitative. Data were collected using a questionnaire, and the data analysis was conducted using SmartPLS version 3. The sample size for this study consisted of 204 Scarlett Whitening users in Yogyakarta. The findings indicate that although brand experience does not have a positive impact on brand loyalty, it does positively influence brand satisfaction. However, brand satisfaction does not have a positive impact on brand loyalty. Brand experience has a positive impact on brand attachment, and brand attachment positively influences brand loyalty. Moreover, brand satisfaction fails to provide positive feedback on both brand loyalty and brand experience, whereas brand attachment successfully provides positive feedback on brand loyalty.
Full Text:
PDFReferences
Ahmad dkk. (2023). The Effect Of Brand Experience Toward Brand Loyalty Through Brand Satisfaction As A Mediating Variable (Study On Iphone Users In Indonesia). 12(02), 221–232.
Aji,xL. C., & AsepxHermawan. (2023). PengaruhxBrand Experience,xSatisfaction, UncertaintyxTerhadap BrandxLoyalty PadaxKonsumen Pakaian Olahraga.xJurnal EkonomixTrisakti, 3(1),x1725–1734.xhttps://doi.org/10.25105/jet.v3i1.16044x
Akbar dkk. (2023). Pengaruh,xPersepsi Harga,xPersepsi Kualitas,xDan LoyalitasxMerek PadaxMinat BelixPada Toko OnlinexShopee. Jurnal NeraacaxManajemen, Ekobnomi,x3(1), x1–14. https://ejournal.warunayama.org/index.php/musytarineraca/article/view/1655x
Amalia,xL., &xRahmadhany, S.x(2023). AnalisisxPengaruh CitraxMerek ,xPengalaman Merekxpada KepuasanxMerek dan LoyalitasxMerek KosmetikxWardah. INOBIS: JurnalxInovasi BisnisxDan ManajemenxIndonesia, 6(4),x468–479. https://doi.org/10.31842/jurnalinobis.v6i4.291
Arbi, F. A., & Aminah,xS. (2023).xThe Effectxof Rebranding ,xPerceived Qualityxand BrandxAwareness onxBrand Loyaltyxat TruntumxPadang HotelxCustomers. International/Journal of Economics, 2(2), 360–371. https://doi.org/10.55299/ijec.v2i2.525
Brakus dkk. (2009).xBrand experience:xWhat is it?xHow is it measured?xDoes it affect loyalty?.xJournal ofxMarketing,x73, x52–68.
Bryan,xN. M.,xKeni, K.,xNegara, E.xS., & Dharmawan,xP. (2023).xPengaruh Brandx Competence,xBrand Trust,xBrand Experience,xDan E-WomxPada Brandx LoyaltyxDompet Digital.xJurnal Muara IlmuxEkonomi DanxBisnis, 7(1),x17–29. https://doi.org/10.24912/jmieb.v7i1.22067x
Cornelia,xV., &xPasharibu, Y.x(2020). BrandxLoyalty Mediationxin Brand Attachment andxCustomer DigitalxExperience towardsxSmartphone RepurchasexIntentions. Benefit: JurnalxManajemen DanxBisnis, 5(2),x145–157. https://doi.org/10.23917/benefit.v5i2.11278x
Curatman, dkk. (2021).xInteraksi PelangganxPada KomunitasxMedia Sosial:xSolusi untuk MengefektifkanxProgram LoyalitasxUsaha MikroxKecil danxMenengah x(UMKM).
Elistia, E., Aprillia, F., Rojuaniah, R., & Edastama, P. (2023). Determinan Brand Loyalty Mobil Toyota. JurnalxEkonomi Bisnis, ManajemenxDan Akuntansix(JEBMA), 3(3), 574–587.xhttps://doi.org/10.47709/jebma.v3i3.2835
Ghorbanzadeh,xD., &xRahehagh, A.x(2021). Emotionalxbrand attachmentxand brand love:xthe emotional bridgesxin the process of transition from satisfaction to loyalty. RajagirixManagement Journal,/15(1), 16–38. https://doi.org/10.1108/ramj-05-2020-0024
Gokarno.x(2021). EmotionalxBrand Attachmentxin Gen YxConsumers: Analysisxof BrandxLoyalty, PricexPremiums & BrandxSelf Congruencexin Metropolitan Markets.xInternational Journalxof ManagementxStudies, 8(1),x10–20. https://www.researchgate.net/publication/349683587_Emotional_Brand_Attachment_in_Gen_Y_Consumers_Analysis_of_Brand_Loyalty_Price_Premiums_Brand_Self_Congruence_in_Metropolitan_Markets#fullTextFileContent
Hair, dkk. (2013).xPartial LeastxSquares StructuralxEquation Modeling:xRigorous Applications,xBetter Resultsxand HigherxAcceptance. LongxRange Planning,x46(1–2),x1–12. https://doi.org/10.1016/j.lrp.2013.01.001x
Hair jrxdkk. (2014). Partialxleast squaresxstructural equationxmodeling (PLS-SEM):xAn emergingxtool in businessxresearch. EuropeanxBusiness Review,x26(2),x106–121. https://doi.org/10.1108/EBR-10-2013-0128x
Hajjid,xI., Soetomo,xH., Kristaung, R.,x& Susanto,xA. (2022).xPengujian EmpirisxBrand Satisfactionxpada BrandxLoyalty yangxdi Moderasixoleh EmotionalxBrand Attachmentxdan BrandxLove. InternationalxJournal ofxDigital Entrepreneurshipxand Business,x3(2), 49–59.xhttps://doi.org/10.52238/ideb.v3i2.84x
Hongsuchon,xT., Rahardja,xU., Khan,xA., Wu, T.xH., Hung,xC. W.,xChang, R.xH.,.Hsu, C.xH., & Chen,xS. C. (2023).xBrand Experiencexon BrandxAttachment: ThexRole of InterpersonalxInteraction, Feedback,xand Advocacy. EmergingxScience Journal,,7(4), 1232–1246.xhttps://doi.org/10.28991/ESJ-2023-07-04-014x
Japutra dkk. (2018).xThe rolexof idealxself-congruence andxbrand attachmentxin consumers’xnegative behaviour. xEuropean Journalxof Marketing,x52(3/4),x683–701. https://doi.org/10.1108/ejm-06-2016-0318x
Joe Hair, dkk. (2017).xAn updatedxand expandedxassessment ofxPLS-SEMxin informationxsystems research.xIndustrial Management andxData Systems, 117(3), 442–458.xhttps://doi.org/10.1108/IMDS-04-2016-0130x
Khasanah dkk. (2021).xAnalisis CitraxMerek, KepercayaanxMerek, danxKepuasan Merekxpada LoyalitasxMerek. ProsidingxKonferensi RisetxNasional xEkonomi, Manajemen,xDan Akuntansi,x2, 394–411.
Lin,xF. L., & Ku,xT. H. (2023).xEffect of digitalxbrand experiencexon luxuryxfashion brandxauthenticity, attachmentxand lo. SouthxAfrican Journalxof Business Management,x54(1), 1–8.xhttps://doi.org/10.4102/sajbm.v54i1.3583x
Mahardika,xM., & Setyawan,xA. A. (2024).xPengaruh BrandxExperience, BrandxTrust PadaxBrand LoyaltyxDengan BrandxLove sebagaixVariabel Intervening (Studi EmpirisxProduk SepatuxAerostreet). ManagementxStudies andxEntrepreneurship Journalx(MSEJ), 5(2x3587–3599. https://doi.org/10.37385/msej.v5i2.4438x
MiharnixTjokrosaputro, I.xA. D. (2020). PengaruhxBrand Satisfaction,xBrand Trust,/dan BrandxExperience PadaxBrand LoyaltyxKompas Digital. JurnalxManajemen BisnisxDan Kewirausahaan,x4(1), 60.xhttps://doi.org/10.24912/jmbk.v4i1.6801x
Mostafax& Kasamani.x(2021). Brandxexperience andxbrand loyalty:xis itxamatter of emotions?xAsia PacifixJournal of Marketingxand Logistics,x33(4),x1033–1051. https://doi.org/10.1108/APJML-11-2019-0669x
NuzulaxAgustin, I.,xPurwianti, L.,xAna, A.,xDanielson, D.,xHernando, H.,xMarcella, K., &xRusiana, N.x(2023). PengaruhxPerceived Quality,xBrand Satisfaction,xBrand Awareness,xBrand Lovexdan Brand Trustxpada BrandxLoyalty. JurnalxMinfo Polgan,x12(1), 662–678.xhttps://doi.org/10.33395/jmp.v12i1.12487x
Pangestika,xT. K., &xKhasanah, I. (2021).xAnalisis PengaruhxBrand Image,xBrand Experience,xBrand Trustxdan BrandxSatisfaction pada/Brand Loyalty Financial Technology:xE-Wallet (Studixpada PenggunaxDANA dixKota Semarang). DiponegoroxJournal ofxManagement, 10(4),x1–14.
Rahmat & Kurniawati.x(2022). The Influence of BrandxExperience onxBrandxLoyalty throughxPerceived Quality,xBrand Trustxand CustomerxSatisfaction as/Mediation. SEIKO :xJournal ofxManagement &xBusiness, 4(3),x215. https://doi.org/10.37531/sejaman.v4i3.2550x
Rahmat,xR., &xMarso, M.x(2020). HubunganxBrand Experience,xBrand Image,xBrand Satisfaction,xDan BrandxLoyalty DalamxPespektif Four-StagexLoyalty Model (StudixPada MahasiswaxPengguna SmartphonexDi Tarakan).xJurnal ManajemenxPemasaran, 14(1),x17–24. https://doi.org/10.9744/pemasaran.14.1.17-24
Rakhmawati & Tuti. (2023). BrandxExperience AffectsxBrand Attitude,xBrand attachment,xBrand Satisfaction,xand BrandxLoyalty OnxCustomer MakexOver. Jurnal/Dinamika Manajemen,/14(1), 124–136. https://doi.org/10.15294/jdm.v14i1.41488
Ramires & Merunka. (2019).xBrand experiencexeffects on brandxattachment: thexrole of branxtrust, age,xand income.xEuropean BusinessxReview, 31(5),x02118504. https://doi.org/10.1108/EBR-02-2017-0039x
Riawati Sujana, dkk. (2023).xPengaruh BrandxExperience danxBrand Engagement padaxBrand Loyaltyxdengan BrandxTrust sebagaixVariabel Mediasi.xJurnal InformatikaxEkonomi Bisnis,x5, 554–558.xhttps://doi.org/10.37034/infeb.v5i2.567
Saputra dkk. (2023).xPengaruh PengalamanxMerek, Kepercayaan/dan Kepuasan Dalam MembangunxLoyalitas Merek ImploraxKosmetik DixKabupaten Sragen.xMaster: JurnalxManajemen DanxBisnis Terapan,x3(1), 12–24. https://jurnalnasional.ump.ac.id/index.php/Masterx
Sirgy&Su.x(2000). Destinationximage, self-congruity,xand travelxbehavior: Towardxan integrativexmodel. Journalxof Travel Research,x38(4), 340–352. https://doi.org/10.1177/004728750003800402x
Song,xH. J., Wang,xJ. H., &xHan, H.x(2019). Effectxof image,xsatisfaction, trust,xlove, andxrespect on loyaltyxformation forxname-brand coffeexshops. International Journalxof HospitalityxManagement, 79(Junex2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011x
Suntorox& Silintowe.x(2020). AnalisisxPengaruh PengalamanxMerek,xKepercayaan Merek,xdan KepuasanxMerek padaxLoyalitas Merek. Maneggio:xJurnal Ilmiah MagisterxManajemen, 32(1),x25–41. http://ojs.uajy.ac.id/index.php/modus/article/view/3194x
Utamix& Jatra. (2024). PengaruhxBrand ExperiencexPada BrandxLoyalty Dengan BrandxLove SebagaixVariabel MediasixPada PenggunaxIphone di Surabaya. DeReMax(Developmentxof ResearchxManagement): JurnalxManajemen, 4(3), 15542–15555.
Wardani & Wiyadi. (2023).xPENGARUH KEPUASANxKONSUMEN DAN PENGALAMANxMEREK PADAxLOYALITAS MEREKxYANG DIMEDIASI OLEHxKECINTAAN MEREKLuluk IntanxKusuma Wardani1*, Wiyad.
Yani & Sugiyant. (2022).xPengaruh KualitasxLayanan, Kepercayaan,xCitra MerekxDan KepuasanxPelanggan PadaxLoyalitas PelangganxEdwin Jeans IndonesiaxPada E-CommercexShopee. SINOMIKAxJournal: PublikasixIlmiah BidangxEkonomixDan Akuntansi,x1(3), 443–472.xhttps://doi.org/10.54443/sinomika.v1i3.285
Yolanda & Sharif. (2023). CONSUMER-BASEDxBRAND EQUITYxPADA WARDAHxJIMEA | JurnalxIlmiah MEA ( Manajemenx, Ekonomi , danxAkuntansi ). 7(2), 1228–1244.
Yulia. (2018). Intervening Di Surakarta. 3(1), 23–30.
Yurindera. (2022).xPengaruh BrandxAttachment PadaxRepurchase IntentionxPada KopixKenangan DenganxBrand CommitmentxDan BrandxLoyalty Sebagai VariabelxIntervening. Eqien -xJurnal Ekonomi DanxBisnis, 11(04),x208–216. https://doi.org/10.34308/eqien.v11i04.1246x
DOI: https://doi.org/10.37479/jeej.v7i3.29477
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Laurensia Barekina Hayon, Budi Setiawan, Ambar Lukitaningsih

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jambura Economic Education Journal has been indexed:
PUBLISHED BY :
Prodi Pendidikan Ekonomi Fakultas Ekonomi
Universitas Negeri Gorontalo, Indonesia
