Analisis Pengaruh Brand Experience terhadap Brand Attachment dan Loyalitas Konsumen Parfum dengan Menggunakan Gender sebagai Variabel Moderator

Vie, Larasati (2025) Analisis Pengaruh Brand Experience terhadap Brand Attachment dan Loyalitas Konsumen Parfum dengan Menggunakan Gender sebagai Variabel Moderator. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis brand experience terhadap loyalitas konsumen parfum HMNS dengan mempertimbangkan peran brand passion, self-brand connection, dan brand affection (emotional brand attachment) sebagai variabel moderasi. Studi ini dilatarbelakangi oleh meningkatnya kompetisi dalam industri parfum lokal Indonesia serta peran pengalaman merek yang semakin signifikan dalam membentuk keterikatan emosional dan loyalitas konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik online survei kepada konsumen parfum HMNS yang telah memiliki pengalaman menggunakan produk tersebut. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa brand experience berpengaruh signifikan terhadap ketiga dimensi Emotional Brand Attachment (EBA), yaitu brand passion, self-brand connection, dan brand affection. Ketiga mediator tersebut terbukti memiliki pengaruh signifikan terhadap loyalitas konsumen. Selain itu, gender terbukti memoderasi hubungan antara brand experience dan beberapa dimensi EBA, menunjukkan adanya sebuah perbedaan antara presepsi emosional antara konsumen laki-laki dan perempuan. Temuan penelitian ini memberikan kontribusi teoretis dengan memperkaya literatur mengenai peran pengalaman merek dan keterikatan emosional dalam industri parfum lokal, serta kontribusi praktis bagi HMNS dalam merancang strategi pengalaman merek yang lebih personal dan berbasis emosi.
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This study investigates the influence of brand experience on customer loyalty toward HMNS fragrances by incorporating brand passion, brand affection, and self-brand connection as mediating variabels, and gender as a moderating variabel. The research is motivated by the increasing competition within Indonesia’s local fragrance industry and the growing importance of brand experience in shaping emotional attachment and customer loyalty. A quantitative approach was employed using an online survey distributed to HMNS fragrance consumers who had prior brand usage experience. Data were analyzed using Structural Equation Modeling (SEM). The results indicate that brand experience significantly affects all three dimensions of Emotional Brand Attachment (EBA) : brand passion, self-brand connection, dan brand affection. Furthermore, these mediators significantly influence customer loyalty. Gender was also found to moderate the relationship between brand experience and certain EBA dimensions, suggesting differences in emotional processing between male and female consumers. The findings contibute theoretically by enriching the literature on the role of brand experience and emotional brand attachment within the local fragrance context, and practically by offering insights for HMNS to design more emotionally driven and personalized brand experience strategies.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Affection, Brand Experience, Brand Loyalty, Brand Passion, Gender, Self-Brand Connection, Brand Affection, Brand Experience, Brand Loyalty, Brand Passion, Gender, Self-Brand Connection.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Larasati Vie
Date Deposited:	27 Jan 2026 01:09
Last Modified:	27 Jan 2026 01:10
URI:	http://repository.its.ac.id/id/eprint/130209

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