PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY MELALUI BRAND CREDIBILITY: Survei pada Anggota Xiaomi Community Indonesia @xiaomicommunity_id

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh brand experience terhadap brand loyalty melalui brand credibility pada anggota Xiaomi Community Indonesia. Jenis penelitian yang digunakan adalah deskriptif dan verfikatif. Dengan pendekatan kuantitatif populasi dalam penelitian ini berjumlah 55.000 dengan sampel berjumlah 346 responden yang merupakan anggota Xiaomi Community Indonesia dengan menggunakan teknik simple random sampling. Data diolah secara statistic dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa brand experience memiliki pengaruh signifikan terhadap brand loyalty melalui brand credibility. Temuan ini menunjukkan bahwa pengaruh tidak langsung brand experience terhadap brand credibility, hal tersebut ditunjukkan dengan besaran nilai critical ratio yang lebih besar dari nilai minimal artinya terdapat pengaruh positif dan signifikan antara variabel brand experience terhadap brand loyalty melalui brand credibility. Pernyataan tersebut dapat diasumsikan semakin baik perusahaan memperhatikan brand experience dan brand credibility akan semakin baik juga brand loyalty yang muncul pada pelanggan untuk perusahaan tersebut. Berdasarkan temuan tersebut, penulis merekomendasikan agar perusahaan memperkuat elemen sensorik, emosional, dan interaksi pelanggan melalui desain produk yang inovatif dan pelayanan yang konsisten, menjaga kualitas produk, memberikan informasi yang transparan, serta memperkuat komunikasi merek melalui testimoni, ulasan positif, dan kolaborasi dengan influencer kredibel guna membangun kredibilitas yang kuat dan mendorong loyalitas pelanggan yang lebih tinggi. This study aims to gain an overview and examine the influence of brand experience on brand loyalty through brand credibility among members of the Xiaomi Community Indonesia. The research method used is descriptive and verification, with a quantitative approach. The population in this study consists of 55,000 individuals, with a sample of 346 respondents who are members of the Xiaomi Community Indonesia, selected using a simple random sampling technique. The data were processed statistically using the Structural Equation Modeling (SEM) method. The findings of this study reveal that brand experience has a significant influence on brand loyalty through brand credibility. These findings indicate an indirect effect of brand experience on brand credibility, as shown by a critical ratio value greater than the minimum threshold, meaning there is a positive and significant relationship between brand experience and brand loyalty through brand credibility. This suggests that the better a company manages brand experience and brand credibility, the stronger the brand loyalty that will emerge among its customers. Based on these findings, the author recommends that companies strengthen sensory, emotional, and customer interaction elements through innovative product design and consistent service quality, maintain product quality, provide transparent information, and enhance brand communication through testimonials, positive reviews, and collaboration with credible influencers in order to build strong credibility and encourage greater customer loyalty