Pengaruh Brand Experience terhadap Behavioral Intention melalui Perceived Quality, Brand Trust, dan Brand Loyalty pada Merek Pakaian Olahraga
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand experience terhadap behavioral intention melalui perceived quality, brand trust, dan brand loyalty pada konsumen pakaian olahraga. Pendekatan penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner secara daring dan teknik analisis SEM-PLS. Responden dalam penelitian ini merupakan konsumen yang pernah membeli dan menggunakan pakaian olahraga. Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif terhadap perceived quality, brand trust, dan brand loyalty. Selain itu, perceived quality dan brand trust juga berpengaruh terhadap brand loyalty. Brand loyalty terbukti memiliki hubungan signifikan dengan behavioral intention, dan menjadi mediator dalam hubungan antara brand experience dan behavioral intention. Temuan ini memperkuat pentingnya pengalaman merek sebagai faktor utama dalam membentuk hubungan emosional konsumen dengan brand, serta mendorong niat perilaku positif seperti pembelian ulang dan rekomendasi. Penelitian ini memberikan implikasi bagi manajer merek dalam menyusun strategi pemasaran yang fokus pada peningkatan kualitas pengalaman konsumen guna memperkuat loyalitas dan intensi perilaku konsumen terhadap produk.
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