Bagaimana Peran Customer Engagement dan Brand Attachment dalam Membangun Brand Loyalty? Studi Empiris Brand Local di Kota Ambon

Sabda Aji Kurniawan

doi:10.31004/riggs.v4i3.3304

Authors

Sabda Aji Kurniawan Universitas Pattimura

DOI:

https://doi.org/10.31004/riggs.v4i3.3304

Keywords:

Brand Attachment, Customer Engagement, Brand Loyalty, Local Brand, Perilaku Konsumen

Abstract

Transformasi perilaku konsumen dalam era digital mendorong merek lokal untuk memperkuat hubungan emosional dan keterlibatan konsumen guna mempertahankan loyalitas di tengah meningkatnya persaingan pasar. Penelitian ini bertujuan untuk menganalisis pengaruh Customer Engagement dan Brand Attachment terhadap Brand Loyalty pada konsumen merek lokal di Kota Ambon. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei daring dengan melibatkan 78 responden yang pernah membeli produk Moluccas Artwear, sebuah merek fesyen lokal yang merepresentasikan identitas budaya Maluku. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0 untuk menguji validitas konstruk, reliabilitas, serta hubungan struktural antarvariabel. Hasil penelitian menunjukkan bahwa Brand Attachment berpengaruh positif dan signifikan terhadap Brand Loyalty, sedangkan Customer Engagement tidak menunjukkan pengaruh langsung yang signifikan. Temuan ini menegaskan pentingnya peran ikatan emosional antara konsumen dan merek dalam membangun loyalitas jangka panjang, serta menunjukkan bahwa keterlibatan perilaku semata belum cukup untuk mendorong loyalitas yang berkelanjutan. Secara teoretis, penelitian ini memperkaya literatur pemasaran relasional dengan memberikan bukti empiris dari konteks pasar lokal yang sedang berkembang. Secara praktis, hasil penelitian memberikan implikasi strategis bagi pelaku merek lokal untuk merancang strategi branding yang berorientasi pada pengalaman emosional dan keterikatan konsumen, guna memperkuat hubungan konsumen–merek dan meningkatkan daya saing industri kreatif lokal.

Downloads

Download data is not yet available.

References

S. Patel and A. Tulsyan, “The Role of Brand Loyalty in Consumer Purchasing Decisions,” Int. Sci. J. Eng. Manag., vol. 04, no. 05, pp. 1–9, 2025, doi: 10.55041/isjem03613.

O. O. Obafemi, O. Onyebuchi, and O. P. Omoyebagbe, “Impact of Customer Loyalty on Organizational Performance,” IIARD Int. J. Econ. Bus. Manag., vol. 8, no. 5, pp. 56–62, 2023, doi: 10.56201/ijebm.v8.no5.2022.pg56.62.

A. Helme-Guizon and F. Magnoni, “Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?,” J. Mark. Manag., vol. 35, no. 7–8, pp. 716–741, 2019, doi: 10.1080/0267257X.2019.1599990.

A. Awasthi et al., “The Role of Emotions in Consumer Brand Loyalty: A Neuromarketing Approach,” Int. J. Tour. Hosp. Asia Pasific, vol. 7, no. 1, pp. 104–116, 2024, doi: 10.32535/ijthap.v7i1.2901.

S. K. Baba, “Strategic Experiential Marketing: A Conceptual and Module-Oriented Analysis,” J. Manag. Econ. Stud., vol. 7, no. 1, pp. 105–116, 2025, doi: 10.26677/tr1010.2025.1521.

A. Japutra, Y. Ekinci, and L. Simkin, “Tie the knot: building stronger consumers’ attachment toward a brand,” J. Strateg. Mark., vol. 26, no. 3, pp. 223–240, 2018, doi: 10.1080/0965254X.2016.1195862.

R. A. Rather, L. D. Hollebeek, T. Vo-Thanh, H. Ramkissoon, A. Leppiman, and D. Smith, “Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement,” J. Consum. Behav., vol. 21, no. 5, pp. 1175–1189, 2022, doi: 10.1002/cb.2070.

A. Chairunnisa and E. Ruswanti, “The Impact of Customer Engagement on Brand Loyalty : The Mediation Roles of Brand Attachment and Customer Trust,” J. Multidisiplin Madani, vol. 3, no. 4, pp. 789–801, 2023.

R. A. Rather, S. Tehseen, and S. H. Parrey, “Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity,” Spanish J. Mark. - ESIC, vol. 22, no. 3, pp. 321–341, 2018, doi: 10.1108/SJME-06-2018-0030.

G. Pedeliento, D. Andreini, M. Bergamaschi, and J. Salo, “Brand and product attachment in an industrial context: The effects on brand loyalty,” Ind. Mark. Manag., vol. 53, pp. 194–206, 2016, doi: 10.1016/j.indmarman.2015.06.007.

A. Japutra, Y. Ekinci, and L. Simkin, “Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles,” Eur. J. Mark., vol. 52, no. 5–6, pp. 1185–1202, 2018, doi: 10.1108/EJM-10-2016-0566.

Diar Muzna Tangke and D. Andriany, “Analisis Faktor Determinan Perilaku Konsumen terhadap Keputusan Pembelian Produk Dalam Negeri pada E-Commerce,” J. Ris. dan Inov. Manaj., vol. 2, no. 1, pp. 175–185, 2024, doi: 10.59581/jrim-widyakarya.v2i1.2563.

X. Zhang, X. Ding, L. Ma, and G. Wang, “Identifying factors preventing sustainable brand loyalty among consumers: A mixed methods approach,” Sustain., vol. 10, no. 12, 2018, doi: 10.3390/su10124685.

W. Nadeem, T. M. Tan, M. Tajvidi, and N. Hajli, “How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection,” Technol. Forecast. Soc. Change, vol. 171, no. June, p. 120952, 2021, doi: 10.1016/j.techfore.2021.120952.

A. Nur, P. D. Cahyani, and N. K. Ningrum, “Pengaruh Customer Engagement terhadap Brand Loyalty dengan Brand Attachment dan Customer Trust sebagai Variabel Intervening,” J. Manaj. Terap. dan Keuang., vol. 13, no. 4, pp. 1092–1107, 2024, doi: 10.52160/ejmm.v5i5.537.

S. A. Kurniawan, N. N. Ningsih, W. Tabelessy, and M. Arman, “What Makes Mobile Banking Widely Used ? The Effect Of Ewom Moderation On Usage Intention On Btn Mobile Banking,” in The 2nd BICEMBA, 2024, pp. 1189–1204.

S. A. Kurniawan and E. Togatorop, “Ketika Konten Bicara: Eksplorasi Dampak Ewom Dan Customer Innovativeness Terhadap Adopsi Produk Baru,” Bus. Manag. J., vol. 21, no. 2, p. 61, 2025, doi: 10.30813/bmj.v21i2.8888.

D. Monferrer, M. A. Moliner, and M. Estrada, “Increasing customer loyalty through customer engagement in the retail banking industry,” Spanish J. Mark. - ESIC, vol. 23, no. 3, pp. 461–484, 2019, doi: 10.1108/SJME-07-2019-0042.

W. Wardana, “The Role of Emotional Branding in Echancing Customer Satisfaction and Loyalty,” J. Ekon. Manaj. Sist. Inf., vol. 6, no. 5, pp. 2962–2971, 2025, doi: 10.38035/jemsi.v6i5.4976.

C. M. Bairrada, F. Coelho, and A. Coelho, “Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities,” Eur. J. Mark., vol. 52, no. 3–4, pp. 656–682, 2018, doi: 10.1108/EJM-02-2016-0081.