PENGARUH BRAND EXPERIENCE DAN SYMBOLIC VALUE TERHADAP BRAND LOYALTY KONSUMEN iPHONE DENGAN ACTUAL SELF-CONGRUENCY DAN CUSTOMER INVOLVEMENT SEBAGAI VARIABEL INTERVENING

Ernita Vania; I Made Bayu Dirgantara

doi:10.29040/jap.v23i2.7384

PENGARUH BRAND EXPERIENCE DAN SYMBOLIC VALUE TERHADAP BRAND LOYALTY KONSUMEN iPHONE DENGAN ACTUAL SELF-CONGRUENCY DAN CUSTOMER INVOLVEMENT SEBAGAI VARIABEL INTERVENING

Ernita Vania, I Made Bayu Dirgantara

Abstract

This study aims to examine the effect of actual self-congruency and customer involvement who get the influence of brand experience and symbolic value on brand loyalty. Sampling was used using a purposive sampling technique, the total sample used was 256 respondents who are consumers of Apple iPhone products who still use Apple iPhone products, who have had an Apple iPhone more than once and who have changed products from Apple iPhone to Android. The data analysis technique used in this research is using SEM (structural equation model) analysis with the AMOS program, and data collection techniques using a questionnaire. The results show that brand experience has a positive effect on the actual self-congruency of consumers of Apple iPhone products, actual self-congruency has a positive effect on brand loyalty, symbolic value has a positive effect on actual self-congruency, symbolic value has a positive effect on customer involvement, actual self-congruency has a positive effect on customer involvement and customer involvement have a positive effect on consumer brand loyalty for Apple iPhone products.

Keywords

brand experience, symbolic value, actual self-congruency, customer involvement, brand loyalty

References

Ahn, J. (2019). Cognitive antecedents and affective consequences of customers’ self-concept in brand management: A conceptual model. International Journal of Contemporary Hospitality Management, 31(5), 2114–2128. https://doi.org/10.1108/IJCHM-09-2018-0712

Cheung, M. F. Y., & To, W. M. (2020). The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation. Asia Pacific Journal of Marketing and Logistics, 33(4), 1014–1032. https://doi.org/10.1108/APJML-04-2020-0221

Cortés, G. L. (2017). The influence of tourism experience self-congruity on the use of virtual social networks. European Journal of Tourism Research, 16(2), 154–176.

Crie, D. (2004). Loyalty-generating products. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 242–255.

Hisarlı, E. (2019). The Effect of Hedonic , Symbolic and Functional Benefits on Prepurchase Stage of Customer. Business Administration, 20(1).

Hsu, Y. Y., Bai, C. H., Yang, C. M., Huang, Y. C., Lin, T. T., & Lin, C. H. (2019). Long Hours’ Effects on Work-Life Balance and Satisfaction. BioMed Research International, 10(11). https://doi.org/10.1155/2019/5046934

Huang, T. K., Liao, C.-Y., Wang, Y.-T., & Lin, K.-Y. (2018). How Does Social Media Interactivity Affect Brand Loyalty? Proceedings of the 51st Hawaii International Conference on System Sciences, 51(9), 2130–2139. https://doi.org/10.24251/hicss.2018.266

Huang, Y.-C., Hu, Y.-J., Liu, F.-M., & Su, L.-C. (2017). The Role of Customer Involvement in Mediating the Relationship Between Brand Equity and Customer Loyalty. Advances in Intelligent Systems Research, 131(I), 339–342. https://doi.org/10.2991/icoi-17.2017.57

Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate: A study based on self-congruity theory. British Food Journal, 121(1), 71–88. https://doi.org/10.1108/BFJ-03-2018-0206

Kabadayi, E. T., & Aygün, I. (2007). Determinants of brand loyalty and the link between brand loyalty and price tolerance. Bogazici Journal, 21(1–2), 21–35. https://doi.org/10.21773/boun.21.1.2

Kitin, J. (2018). EXPLORING THE EFFECTS OF SELF-CONGRUENCE AND NOVELTY ON MEMORABLE TOURIST EXPERIENCES. Marketing INsights, 3(1), 1–23.

Klipfel, J. A. L., Barclay, A. C., & Bockorny, K. M. (2014). Self-Congruity: A Determinant of Brand Personality. Journal of Marketing Development & Competitiveness, 8(3), 130–143. http://165.193.178.96/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=100404901&site=eds-live

Laurent, G., & Kapferer, J.-N. (2015). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22(1), 41. https://doi.org/10.2307/3151549

Mahjoub, H., KordNaeij, A., & Moayad, F. M. (2015). The Effect of Self-Congruency on Customer Behavior and Involvement. International Journal of Marketing Studies, 7(3), 139–147. https://doi.org/10.5539/ijms.v7n3p139

Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 55(13). https://doi.org/10.1108/APJML-11-2019-0669

Nandhini, M., & Vanaja, K. (2020). A Study On A Brand Loyalty And Consumer Preference Towards Apple iPhone With Special Reference To Coimbatore City. International Journal of Research and Development, 124(1), 86–91.

Parihar, P., Dawra, J., & Sahay, V. (2019). The role of customer engagement in the involvement-loyalty link. Marketing Intelligence and Planning, 37(1), 66–79. https://doi.org/10.1108/MIP-11-2017-0318

Plewa, C., & Palmer, K. (2014). Self-congruence theory: towards a greater understanding of the global and malleable selves in a sports specific consumption context. International Journal of Sports Marketing and Sponsorship, 15(4), 26–39. https://doi.org/10.1108/IJSMS-15-04-2014-B004

Poushneh, A., & Vasquez-Parraga, A. Z. (2019). Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0–0. https://doi.org/10.4067/s0718-18762019000200108

Ravasi, D., & Rindova, V. (2008). Symbolic value creation. The SAGE Handbook of New Approaches in Management and Organization, 13(1), 270–284. https://doi.org/10.4135/9781849200394.n49

Saleki, R., Saki, M., & Nekooei, M. J. (2014). A Review on the Effect of Self-congruity Dimensions on Customer’s Switching Intention. IOSR Journal of Business and Management, 16(2), 48–53. https://doi.org/10.9790/487x-16224853

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551

Szot, T., Specht, C., Specht, M., & Dabrowski, P. S. (2019). Comparative analysis of positioning accuracy of Samsung Galaxy smartphones in stationary measurements. PLoS ONE, 14(4), 1–19. https://doi.org/10.1371/journal.pone.0215562

Tan, T. M., Salo, J., Juntunen, J., & Kumar, A. (2019). The role of temporal focus and self-congruence on consumer preference and willingness to pay: A new scrutiny in branding strategy. European Journal of Marketing, 53(1), 37–62. https://doi.org/10.1108/EJM-04-2017-0303

Tangsupwattana, W., & Liu, X. (2018). Effect of emotional experience on symbolic consumption in Generation Y consumers. Marketing Intelligence and Planning, 36(5), 514–527. https://doi.org/10.1108/MIP-11-2017-0316

Upamannyu, N. K., Mathur, G., & Bhakar, S. . (2014). The Connection between Self concept (Actual Self Congruence & Ideal Self congruence) on Brand Preferences. International Journal of Management Excellence, 3(1), 373–378. https://doi.org/10.17722/ijme.v3i1.126

Vera, J., & Trujillo, A. (2017). Searching most influential variables to brand loyalty measurements: An exploratory study. Contaduría y Administración, 62(2), 600–624. https://doi.org/10.1016/j.cya.2016.04.007

Wallace, E., Buil, I., & de Chernatony, L. (2017). Consumers’ self-congruence with a “Liked” brand: Cognitive network influence and brand outcomes. European Journal of Marketing, 51(2), 367–390. https://doi.org/10.1108/EJM-07-2015-0442

Wang, C. J. (2019). From emotional labor to customer loyalty in hospitality: A three-level investigation with the JD-R model and COR theory. International Journal of Contemporary Hospitality Management, 31(9), 3742–3760. https://doi.org/10.1108/IJCHM-01-2019-0072

Wu, S., Ren, M., Pitafi, A. H., & Islam, T. (2020). Self-Image Congruence, Functional Congruence, and Mobile App Intention to Use. Mobile Information Systems, 8(2). https://doi.org/10.1155/2020/5125238

Zahid, Z., & Ahmed, M. A. (2017). Role of Image Value and Functional Value in Developing the Purchase Intentions and WOM Marketing. European Journal of Business and Management, 9(7), 46–55.

Zhu, X., Teng, L., Foti, L., & Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, 103(4), 301–309. https://doi.org/10.1016/j.jbusres.2019.01.055

Zogaj, A., Tscheulin, D. K., Lindenmeier, J., & Olk, S. (2020). Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement. Journal of Business Economics, 31(7). https://doi.org/10.1007/s11573-020-01006-9

DOI: http://dx.doi.org/10.29040/jap.v23i2.7384