Pengaruh Brand Image dan Brand Love terhadap Customer Loyalty dengan Customer Engagement sebagai Variabel Intervening pada Konsumen Somethinc Brand di Delipark Mall Medan

Abstract

The decline in market share experienced by the Something brand during 2022-2023 was attributed to increasing competition in the beauty industry, with numerous brands offering high-quality skincare products and employing influencers and digital marketing strategies to attract consumers. This study aims to analyze both the direct and indirect effects of brand image and brand love on customer loyalty, with customer engagement serving as a mediating variable among Something brand consumers at Delipark Mall Medan. This is an associative study utilizing both primary and secondary data collected through questionnaires. The population includes all consumers of the Something brand at Delipark Mall Medan, with an unknown total population size. The sampling method used is non-probability sampling with a purposive sampling technique, in which participants are selected based on specific criteria. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (SEM-PLS). The study comprises two independent variables, one mediating variable, and one dependent variable. With a total of 32 indicator statements, the minimum required sample size is 160 respondents (32 x 5), which was met in this study. Data collection was carried out through questionnaire distribution to Something brand consumers at Delipark Mall Medan. The findings reveal that brand image and brand love have a significant direct effect on customer engagement. Brand image does not have a significant direct effect on customer loyalty, while brand love has a significant direct effect on customer loyalty. Additionally, customer engagement has a significant direct effect on customer loyalty. Both brand image and brand love have a significant indirect effect on customer loyalty through customer engagement.