1Lorinda Febriani, 2Mas Wahyu Wibowo
1,2Universitas Mercu Buana, Fakultas Ekonomi dan Bisnis
DOI : https://doi.org/10.47191/ijmra/v7-i06-60Google Scholar Download Pdf
ABSTRACT:
In the ever-growing digital era, internet access has become a basic need in everyday life. With the increasing number of internet users in Indonesia, so more data packages from cellular operator brands are appearing. Overall, customers who engage in expressive brand relationships can easily demonstrate brand loyalty attitudes and behaviour. Customer loyalty to a brand does not only occur because of continuous satisfaction, because customer satisfaction alone is not enough to guarantee a long-term relationship. Therefore, this research examines the customer's emotional perspective, especially love which is used as a mechanism to strengthen unwavering loyalty. One theory that discusses love is the Triangular Theory of Love put forward by Sternberg in 1986 which states that there are three elements in love, namely intimacy, commitment and passion. Data processed by 204 data package users from 4 brands of cellular operators in 6 major cities on the island of Java in Indonesia, using non-probability sampling techniques with a purposive sampling method, and analysed using Structural Equation Modelling (SEM) based on Partial Least Square (PLS) via the SmartPLS 4.1 application.
KEYWORDS:Triangular Theory of Love, Intimacy, Commitment, Passion
REFERENCES:1) Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928
2) Amani, D. (2022). Circumventing customers’ switching behavior in telecommunication industry in Tanzania: Insight from Sternberg’s Triangular Theory of Love. Cogent Social Sciences, 8(1), 2042078. https://doi.org/10.1080/23311886.2022.2042078
3) APJII. (2023). Asosiasi Penyelenggara Jasa Internet Indonesia. Survei APJII Pengguna Internet Di Indonesia Tembus 215 Juta Orang. https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang
4) Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing,76(2), 1–16. https://doi.org/10.1509/jm.09.0339
5) Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
6) Giovanis, A., & Athanasopoulou, P. (2018). Understanding lovemark brands: Dimensions and effect on Brand loyalty in high-technology products. Spanish Journal of Marketing - ESIC, 22(3), 272–294. https://doi.org/10.1108/SJME-072018-0035
7) Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications, Inc.
8) Hernandez‐Ortega, B., & Ferreira, I. (2021). How smart experiences build service loyalty: The importance of consumer love for smart voice assistants. Psychology & Marketing, 38(7), 1122–1139. https://doi.org/10.1002/mar.21497
9) Kazmi, S. H. A., & Khalique, M. (2019). Brand Experience and Mediating Roles of Brand Love, Brand Prestige and Brand Trust. 14(2).
10) Khalid, A., Awan, R. A., Ali, R., & Sarmad, I. (2023). The antecedent cognitions of brand love and its impact on brand loyalty: The moderating role of sustainability marketing. Corporate Governance: The International Journal of Business in Society. https://doi.org/10.1108/CG-06-2023-0230
11) Kinyongoh, D. A. (2019). The Nexus Between Service Encounter Perfomance and Brand Evangelism. SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 3(2), 171. https://doi.org/10.29259/sijdeb.v3i2.171-192
12) KOMINFO, P. (2017). Tingkatkan Daya Saing, Internet Akan Merata di Semua Desa Tahun 2018. Website Resmi Kementerian Komunikasi dan Informatika RI. http:///content/detail/11497/tingkatkan-daya-saing-internet-akanmerata-di-semua-desa-tahun-2018/0/sorotan_media
13) Montgomery, N. V., Raju, S., Desai, K. K., & Unnava, H. R. (2018). When Good Consumers Turn Bad: Psychological Contract Breach in Committed Brand Relationships. Journal of Consumer Psychology, 28(3), 437–449. https://doi.org/10.1002/jcpy.1015
14) Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669 15) Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen (5th ed., Vol. 2). Erlangga.
16) P. Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371–383. https://doi.org/10.1108/JPBM-09-20130394
17) Revaldi, A., Kurniawati, Hayuningtyas, L., Suhardi, P. K., & Gantini, A. (2022). The Effects Of Brand Experience On Brand Loyalty Mediated By Brand Passion, Self-Brand Connection, Brand Affection,And Customer Satisfaction On Smartphone Users In Indonesia. Jurnal Ekonomi Bisnis Dan Kewirausahaan (JEBIK), 11(1), 47–60. http://dx.doi.org/10.26418/jebik.v11i1.48516
18) Sang, H., Xue, F., & Zhao, J. (2018). What Happens When Satisfied Customers Need Variety? –Effects Of Purchase Decision Involvement and Product Category on Chinese Consumers’ Brand-Switching Behavior. Journal of International Consumer Marketing, 30(3), 148–157. https://doi.org/10.1080/08961530.2018.1423662
19) Shin, M., & Back, K.-J. (2020). Effect of Cognitive Engagement on the Development of Brand Love in a Hotel Context. Journal of Hospitality & Tourism Research, 44(2), 328–350. https://doi.org/10.1177/1096348019890055
20) Shukla, M. K., & Pattnaik, P. N. (2020). Linking Relational Benefits and Customer Loyalty: The Mediating Role of Customer Intimacy. Services Marketing Quarterly, 41(4), 322–343. https://doi.org/10.1080/15332969.2020.1830635
21) Suhan, M., Nayak, S., Nayak, R., Spulbar, C., Bai, G. V., Birau, R., Anghel, L. C., & Stanciu, C. V. (2022). Exploring the sustainable effect of mediational role of brand commitment and brand trust on brand loyalty: An empirical study. Economic Research-Ekonomska Istraživanja, 35(1), 6422–6444. https://doi.org/10.1080/1331677X.2022.2048202 22) Tiyasherlinda, G., & Novitaningtyas, I. (2021). Brand Experience, Brand Commitment, and Brand Loyalty of Xiaomi Smartphone Users in Magelang. International Journal of Marketing & Human Resource Research, 2(4), 189–196. https://doi.org/10.47747/ijmhrr.v2i4.350
23) Wallace, E., Buil, I., & De Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33–42. https://doi.org/10.1108/JPBM-06-20130326
24) Zhang, S., Peng, M. Y.-P., Peng, Y., Zhang, Y., Ren, G., & Chen, C.-C. (2020). Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand. Frontiers in Psychology, 11, 231. https://doi.org/10.3389/fpsyg.2020.00231
Volume 07 Issue 06 June 2024
There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.
Our Services and Policies
Authors should prepare their manuscripts according to the instructions given in the authors' guidelines. Manuscripts which do not conform to the format and style of the Journal may be returned to the authors for revision or rejected.
The Journal reserves the right to make any further formal changes and language corrections necessary in a manuscript accepted for publication so that it conforms to the formatting requirements of the Journal.
International Journal of Multidisciplinary Research and Analysis will publish 12 monthly online issues per year,IJMRA publishes articles as soon as the final copy-edited version is approved. IJMRA publishes articles and review papers of all subjects area.
Open access is a mechanism by which research outputs are distributed online, Hybrid open access journals, contain a mixture of open access articles and closed access articles.
International Journal of Multidisciplinary Research and Analysis initiate a call for research paper for Volume 07 Issue 11 (November 2024).
PUBLICATION DATES:
1) Last Date of Submission : 26 November 2024 .
2) Article published within a week.
3) Submit Article : editor@ijmra.in or Online
Why with us
1 : IJMRA only accepts original and high quality research and technical papers.
2 : Paper will publish immediately in current issue after registration.
3 : Authors can download their full papers at any time with digital certificate.
The Editors reserve the right to reject papers without sending them out for review.
Authors should prepare their manuscripts according to the instructions given in the authors' guidelines. Manuscripts which do not conform to the format and style of the Journal may be returned to the authors for revision or rejected. The Journal reserves the right to make any further formal changes and language corrections necessary in a manuscript accepted for publication so that it conforms to the formatting requirements of the Journal.