Analysis of Impact of Consumer Emotional Aspects on Brand Loyalty in Gold Installment Product
Abstract
The purpose of this research is to know and analyze Emotional Attachment, Brand Love, Brand Awareness effect on Brand Loyalty in Gold installment product at Bank Syariah Mandiri Office Area of Medan Gajah Mada, either partially or simultaneously. as the sample population in this study is 91 people. Data were collected through questionnaire. Data were tested using validity and reliability tests, and the data must satisfy the element of classical assumption test requirements. Furthermore, the data analysis was done using Multiple Linear Regression. The results of this study indicate that there is influence Emotional Attachment to brand loyalty on Gold installment products in Bank Syariah Mandiri Office Area Medan Gajah Mada. There is an influence of Brand Love on brand loyalty on Gold installment products at Bank Syariah Mandiri Office Area Medan Gajah Mada. There is an influence of Brand Awareness on brand loyalty on Gold installment products at Bank Syariah Mandiri Office Area Medan Gajah Mada. There is an influence of Emotional Attachment, Brand Love, and Brand Awareness on brand loyalty on Gold installment products at Bank Syariah Mandiri Office Area Medan Gajah Mada. This can be seen from the comparison of the probability value of research with the level of Alpha research. The amount of Emotional Attachment, Brand Love, and Brand Awareness in explaining brand loyalty in Gold installment product at Bank Syariah Mandiri Office Area of Medan Gajah Mada is 60.70% the remaining 39.30% is explained by other variable not included in the model of this research.
Keywords: Emotional Attachment, Brand Love, Brand Awareness, Brand Loyalty
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