BRAND SATISFACTION, BRAND LOVE, AND EMOTIONAL BRAND ATTACHMENT ON ARUMI BRAND LOYALTY

Rahayu Widodo, Apriyanti Apriyanti, Wiwin Juliyanti

Abstract


This study examines the effects of brand satisfaction, brand love, and emotional brand attachment on brand loyalty among consumers of ARUMI motorcycle accessories in Madiun City. A quantitative survey design was employed. The sample consisted of 100 motorcycle enthusiasts who had purchased or used ARUMI products and were selected using purposive sampling. Data were collected through a four-point Likert questionnaire and analyzed using multiple linear regression with SPSS 25. The findings show that brand satisfaction, brand love, and emotional brand attachment each have a positive and significant effect on brand loyalty. The three predictors also have a significant joint effect on brand loyalty. Brand satisfaction has the strongest relative effect based on its standardized beta coefficient. The adjusted R-square indicates that the model explains 63.8% of the variance in brand loyalty, while the remaining 36.2% is explained by factors outside the model. The findings highlight the importance of combining functional satisfaction with emotional relationship-building to strengthen consumer loyalty toward ARUMI.

Keywords: brand satisfaction, brand love, emotional brand attachment, brand loyalty, ARUMI


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