Pengaruh Brand Experience dan Self-Brand Connection dalam Mempertahankan Brand Loyalty Konsumen AQUA di Masa Krisis Kepercayaan
DOI:
https://doi.org/10.38035/jmpis.v7i4.8605Keywords:
Brand Experience, Brand Loyalty, Self-Brand Connection, Krisis Kepercayaan, Fast-Moving Consumer GoodsAbstract
Krisis kepercayaan publik terhadap transparansi sumber daya air menjadi tantangan strategis bagi pemimpin pasar industri air minum dalam kemasan karena berpotensi melemahkan loyalitas konsumen. Penelitian ini bertujuan untuk menguji pengaruh brand experience terhadap brand loyalty melalui self-brand connection pada konsumen AQUA di Cirebon. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan purposive sampling, dan 220 jawaban responden dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif dan signifikan terhadap brand loyalty (β = 0,835; p < 0,001) dan self-brand connection (β = 0,776; p < 0,001). Self-brand connection juga berpengaruh positif terhadap brand loyalty (β = 0,479; p < 0,001) serta memediasi hubungan brand experience dan brand loyalty (indirect effect β = 0,372; p < 0,001). Model mampu menjelaskan 78,6% varians brand loyalty (R² = 0,786), sehingga memiliki daya jelas yang kuat. Kebaruan penelitian ini terletak pada pembuktian bahwa koneksi psikologis berbasis identitas diri menjadi mekanisme penting dalam mempertahankan loyalitas pada pasar Fast-Moving Consumer Goods (FMCG) di tengah isu krisis kepercayaan.
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