Brand Love and Experience to Accelerate Loyalty Through Attachment Theory in Generation Y and Z

Authors

DOI:

https://doi.org/10.32924/ijbs.v9i2.379

Keywords:

Brand image, Satisfaction, Attitude, Brand love, Loyalty, Experience

Abstract

This study aims to determine the relationship between brand image, satisfaction, experience, and loyalty mediated by attitude and brand love in generations Y and Z. This study adds the experience variable as a novelty in this study and Attachment Theory is used as the main theory. The method in this study uses a quantitative approach with a purposive sampling technique that produces 183 samples. This study found that brand image has a significant positive effect on satisfaction and attitude. The findings of this study indicate that brand love is significantly positively influenced by satisfaction, attitude, and experience. Loyalty is significantly positively influenced by brand love. This study is expected to be useful for companies about various aspects that can encourage brand love and experience in social commerce platform users. This study is then expected to be able to support companies in channeling contributions to marketing strategies and tactics.

Author Biography

Endy Gunanto Marsasi, Universitas Islam Indonesia

Dr. Endy Gunanto Marsasi, MM

 

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995, dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021, 2022-2024, 2024-2027 dan pernah menduduki sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional (2018-2021). Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar pada produk dan jasa di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus:  57224778678; Id Researcher (WOS):  GQA-4768-2022; Id Garuda : 3306613; Id Orchid: 0000-0002-4130-7645

Downloads

Submitted

2025-04-28

Accepted

2025-06-30

Published

2025-06-30

How to Cite

Karimah, S. A., & Marsasi, E. G. (2025). Brand Love and Experience to Accelerate Loyalty Through Attachment Theory in Generation Y and Z. International Journal of Business Studies, 9(2), 103–123. https://doi.org/10.32924/ijbs.v9i2.379

Issue

Vol. 9 No. 2 (2025): International Journal of Business Studies

Section

Articles

License

Creative Commons License
International Journal of Business Studies by Sekolah Tinggi Manajemen IPMI is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Transfer Agreement Form can be downloaded HERE.
2. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a CC BY-SA Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.