Health Consciousness, Environmental Concerns And Brand Loyalty: The Role Of Brand Love As Mediating Variable

Dewandari, Kevinda Tasya and , Dr. Rini Kuswati, SE., M.Si (2024) Health Consciousness, Environmental Concerns And Brand Loyalty: The Role Of Brand Love As Mediating Variable. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Most of the recent studies, related to brand loyalty, did not consider the importance of brand experience and brand attitude in determining brand loyalty. Thus, there is a gap in the branding literature about the relationship of brand attitude and brand experience on brand loyalty. The research is aimed to examine: (1) the association of health consciousness with brand love, (2) the association of environmental concern with brand love, (3) the association of brand love with brand loyalty, (4) the mediating role of brand love in the association of health consciousness with brand loyalty respectively, and (5) the mediating role of brand love in the association of environmental concern with brand loyalty respectively. The method used in the research is the quantitative method. The research is an explanatory research because this study intends to explain the causal relationship between variables through hypothesis testing. The population of the current research were the customers of The Body Shop in Solo Square of Surakarta. The sample of the research consist of 384 respondents calculated using Lemeshow’s formula. The sampling technique is done using convenient sampling. The data collecting method was done using online form of Google Form. The data analysis technique is done using Partial Least Squares (PLS) software version 4.0. Based on the analysis, the research concludes that: (1) Health consciousness is positively associated with brand love; (2) Environmental concern is positively associated with brand love; (3) Brand love is positively associated with brand loyalty; (4) Brand love moderates the association of health consciousness with brand loyalty respectively; and (5) Brand love moderates the association of environmental concern with brand loyalty respectively.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand love, brand loyalty, environmental concern, health consciousness
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	KEVINDA TASYA DEWANDARI
Date Deposited:	13 Feb 2024 01:54
Last Modified:	13 Feb 2024 01:54
URI:	http://eprints.ums.ac.id/id/eprint/122200

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