Pengaruh Brand Image dan Brand Identity terhadap Customer Loyalty dengan Intellectual Engagement sebagai Intervening Variable (Studi pada Pelanggan Brand Tupperware)

Abstract

This study aims to examine the influence of brand image and brand identity on customer loyalty with the mediating role of intellectual engagement. This research uses a quantitative method with an explanatory research approach and involves 120 respondents who are Tupperware brand customers, specifically active undergraduate students from the 2021 cohort. The analysis in this study uses Partial Least Square–Structural Equation Modeling (PLS-SEM) version 3.0. Based on the research results, it shows that: (i) brand image influences customer loyalty; (ii) brand identity influences customer loyalty; (iii) brand image does not influence intellectual engagement; (iv) brand identity influences intellectual engagement; (v) intellectual engagement influences customer loyalty; (vi) intellectual engagement does not mediate the relationship between brand image and customer loyalty; (vii) intellectual engagement mediates the relationship between brand identity and customer loyalty.

Penelitian ini bertujuan untuk menguji pengaruh brand image dan brand identity terhadap customer loyalty dengan peranan mediasi intellectual engagement. Penelitian ini menggunakan metode kuantitatif dengan pendekatan explanatory research dan melibatkan 120 responden pelanggan brand Tupperware yang merupakan mahasiswa aktif angkatan 2021. Analisis dalam penelitian ini menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM) versi 3.0. Berdasarkan hasil penelitian ini menunjukkan bahwa: (i) brand image berpengaruh terhadap loyalitas pelanggan; (ii) brand identity berpengaruh terhadap loyalitas pelanggan; (iii) brand image tidak berpengaruh terhadap intellectual engagement; (iv) brand identity berpengaruh terhadap intellectual engagement; (v) intellectual engagement berpengaruh terhadap loyalitas pelanggan; (vi) intellectual engagement tidak memediasi pengaruh antara brand image terhadap loyalitas pelanggan; (vii) intellectual engagement memediasi pengaruh antara brand identity terhadap loyalitas pelanggan.