Menciptakan Pengalaman Merek sebagai Strategi Membangun Loyalitas pada Studi Peran Cinta Merek dan Autentisitas Merek
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Abstract
Persaingan industri mi instan di Indonesia menuntut setiap merek untuk mampu membangun hubungan emosional yang kuat dengan konsumennya, terutama di kalangan mahasiswa yang memiliki perilaku konsumsi tinggi namun pilihan merek yang beragam. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman merek, autentisitas merek, dan cinta merek terhadap loyalitas konsumen Indomie, serta menguji peran mediasi cinta merek. Penelitian menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling berbasis Covariance (CB-SEM) terhadap 271 responden mahasiswa di wilayah Jabodetabek yang mengonsumsi Indomie minimal sekali dalam seminggu. Hasil penelitian menunjukkan bahwa pengalaman merek berpengaruh positif terhadap autentisitas merek dan cinta merek, sedangkan pengaruh langsung terhadap loyalitas tidak signifikan. Cinta merek terbukti menjadi mediator penting yang menghubungkan pengalaman merek dengan loyalitas, sementara autentisitas merek turut memperkuat keterikatan emosional konsumen. Implikasi manajerial yang diusulkan meliputi pengembangan strategi untuk menciptakan kebiasaan unik dalam mengonsumsi produk, inovasi varian rasa sesuai preferensi pasar, serta komunikasi pemasaran yang konsisten menonjolkan keunggulan khas merek. Temuan ini diharapkan memberikan kontribusi teoretis pada kajian perilaku konsumen dan praktis bagi pengembangan strategi pemasaran di industri mi instan.
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