Pengaruh Brand Experience Terhadap Brand Advocacy Melalui Brand Love dan Brand Authenticity pada Konsumen Viva Cosmetics di Indonesia
DOI:
https://doi.org/10.55606/jurimbik.v6i3.2498Keywords:
Brand Experience, Brand Love, Brand Authenticity, Brand Advocacy, CosmeticsAbstract
This study aims to examine and analyze the influence of brand experience on brand advocacy through brand love and brand authenticity among Viva Cosmetics consumers in Indonesia. The research method used was a survey using Google Forms involving 200 female respondents. The data analysis technique used was Partial Least Squares – Structural Equation Modeling (PLS-SEM) using the SmartPLS program version 3.2.9 to process the research data. The results showed that brand experience has a positive and significant influence on brand love, brand authenticity, and brand advocacy. Meanwhile, brand love and brand authenticity also have a positive and significant influence on brand advocacy. Furthermore, brand authenticity has a positive and significant influence on brand love. Brand love is proven to mediate the influence of brand experience on brand advocacy. Meanwhile, brand authenticity is unable to mediate the influence of brand experience on brand advocacy, but brand authenticity and brand love are able to mediate the influence of brand experience on brand advocacy.
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