ANTESEDEN DAN KONSEKUENSI DARI ATTITUDE-TO-BRAND DAN SELF-ESTEEM

ABSTRAKPenelitian ini bertujuan menguji dan menganalisis variabel brand satisfaction, attitude-to-brand, dan brand love serta self-esteem memiliki pengaruh positif terhadap brand loyalty dan membuktikan peran attitude to brand dan self esteem dalam memediasi pengaruh brand satisfaction dan brand love terhadap brand loyalty pada pengguna provider Telkomsel pada smartphone. Sampel yang digunakan dalam penelitian ini berjumlah 220 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Brand Satisfaction berpengaruh positif terhadap Attitude to Brand, (2) Attitude to Brand tidak berpengaruh positif terhadap Brand Loyalty, (3) Atittude to Brand tidak berpengaruh positif dalam memediasi Brand Satisfaction terhadap Brand Loyalty, (4) Brand Satisfaction tidak berpengaruh positif terhadap Brand Loyalty, (5) Brand Satisfaction berpengaruh positif terhadap Brand Love, (6) Brand Love berpengaruh positif terhadap Self Esteem, (7) Self Esteem berpengaruh positif terhadap Brand Loyalty, dan (8) Self Esteem berpengaruh positif dalam memediasi Brand Love terhadap Brand Loyalty.Kata Kunci : Cinta Merek, Harga Diri, Kepuasan Merek, Loyalitas Merek, Sikap Terhadap Merek. ABSTRACTThis study aims to test and analyze the variables brand satisfaction, attitude-to-brand, and brand love and self-esteem have a positive influence on brand loyalty and prove the role of attitude to brand and self-esteem in mediating the effect of brand satisfaction and brand love on brand loyalty in Telkomsel provider users on smartphones. The sample used in this study amounted to 220 respondents. The sampling technique used is purposive sampling. The data were analyzed using the Structural Equation Model (SEM) method. The results of this study are: (1) Brand Satisfaction has a positive effect on Attitude to Brand, (2) Attitude to Brand does not have a positive effect on Brand Loyalty, (3) Attitude to Brand does not have a positive effect on mediating Brand Satisfaction on Brand Loyalty, (4 ) Brand Satisfaction does not have a positive effect on Brand Loyalty, (5) Brand Satisfaction has a positive effect on Brand Love, (6) Brand Love has a positive effect on Self Esteem, (7) Self Esteem has a positive effect on Brand Loyalty, and (8) Self Esteem has a positive effect on positive in mediating Brand Love to Brand Loyalty.Keywords : Brand Satisfaction, Attitude Towards Brand, Brand Love, Self-Esteem, Brand Loyalty