Studi Customer Resonansi Dan Loyalty: Moderasi Brand Value Pada Pengguna Mobil BMW Bekas

Ammalia, Nuuru Rizky (2025) Studi Customer Resonansi Dan Loyalty: Moderasi Brand Value Pada Pengguna Mobil BMW Bekas. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri otomotif mewah di Indonesia terus menunjukkan pertumbuhan yang stabil, meskipun dihadapkan pada tantangan ekonomi dan kendala teknis, terutama pada model-model klasik. BMW sebagai merek mobil mewah yang dominan, tetap mempertahankan loyalitas pengguna, termasuk pada model lama seperti E46 dan F30. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Experience, Brand Trust, dan Brand Image terhadap Customer Loyalty, dengan Brand Resonance sebagai variabel mediasi dan Brand Value sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner online kepada pengguna BMW Seri 3 (E46 dan F30) di Surabaya, Jakarta, Bekasi, dan Solo. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan AMOS 26. Hasil menunjukkan bahwa Brand Experience dan Brand Trust berpengaruh positif dan signifikan terhadap Brand Resonance, sementara Brand Image tidak berpengaruh signifikan. Brand Resonance terbukti memediasi hubungan terhadap Customer Loyalty secara signifikan. Brand Value juga memoderasi secara positif hubungan antara Brand Resonance dan Customer Loyalty. Temuan ini menggarisbawahi pentingnya peran pengalaman emosional, keterlibatan komunitas, dan persepsi nilai terhadap merek dalam membentuk loyalitas, bahkan pada kendaraan yang bukan menjadi mobil utama. Studi ini menyoroti bahwa loyalitas tidak hanya ditentukan oleh kepuasan fungsional, tetapi juga oleh keterikatan emosional jangka panjang, terutama dalam konteks mobil mewah klasik.
Kata Kunci: Attachment Theory, Brand Experience, Brand Trust, Brand Image, Brand Resonance, Brand Value, Customer Loyalty.
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The luxury automotive industry in Indonesia continues to demonstrate stable growth despite economic pressures and technical challenges, particularly in classic models. BMW, as a dominant luxury car brand, has successfully maintained user loyalty, including for older models such as the E46 and F30. This study aims to analyze the influence of Brand Experience, Brand Trust, and Brand Image on Customer Loyalty, with Brand Resonance as a mediating variable and Brand Value as a moderating variable. A quantitative approach was employed by distributing online questionnaires to users of BMW 3 Series (E46 and F30) in Surabaya, Jakarta, Bekasi, and Solo. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 26. The results show that Brand Experience and Brand Trust have a positive and significant effect on Brand Resonance, while Brand Image does not have a significant effect. Brand Resonance was found to significantly mediate the relationship with Customer Loyalty. Brand Value also positively moderates the relationship between Brand Resonance and Customer Loyalty. These findings highlight the importance of emotional experience, community involvement, and perceived brand value in fostering loyalty, even for vehicles that are not the owners' primary cars. This study emphasizes that loyalty is shaped not only by functional satisfaction but also by long-term emotional attachment, particularly in the context of classic luxury cars.

Item Type:	Thesis (Masters)
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:	Nuuru Rizky Ammalia
Date Deposited:	18 Jun 2025 06:51
Last Modified:	18 Jun 2025 07:21
URI:	http://repository.its.ac.id/id/eprint/119204

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