THE INFLUENCE OF BRAND SATISFACTION ON BRAND LOYALTY THROUGH EMOTIONAL BRAND ATTACHMENT AND BRAND LOVE AMONG SAMSUNG SMARTPHONE CUSTOMERS IN DKI JAKARTA

Abstract

This study aims to examine the influence of brand satisfaction on brand loyalty through emotional brand attachment and brand love among Samsung smartphone customers in DKI Jakarta. The sample consists of 239 respondents who meet the criteria. Data collection was carried out by distributing questionnaires to the respondents and using a Likert scale for measurement. This study employs a purposive sampling technique and is analyzed using the Structural Equation Model (SEM) and Partial Least Square (PLS) method. The results indicate that brand satisfaction has a positive and significant effect on brand loyalty among Samsung smartphone customers in DKI Jakarta, both directly and through emotional brand attachment and brand love. Therefore, marketing strategies that focus on emotional aspects and the development of long-term relationships with customers are crucial for building strong brand loyalty.

Keywords: brand satisfaction, emotional brand attachment, brand love, brand loyalty