Pengaruh Disonansi Klaim Produk Dan Packaging Credibility Terhadap Brand Loyalty Pada Konsumen Air Minum Dalam Kemasan (AMDK) Di Semarang Barat Dengan Customer Emotion Sebagai Variabel Mediasi
DOI:
https://doi.org/10.37385/r39g7h75Keywords:
Disonansi Klaim Produk, Packaging Credibility, Customer Emotion, Brand Loyalty, AMDK, PLS-SEMAbstract
Penelitian ini menganalisis pengaruh disonansi klaim produk dan Packaging Credibility terhadap Brand Loyalty pada konsumen air minum dalam kemasan (AMDK) di Semarang Barat dengan Customer Emotion sebagai variabel mediasi. Menggunakan pendekatan kuantitatif explanatory dengan analisis Partial Least Square Structural Equation Modeling (PLS-SEM) pada 96 responden, hasil penelitian menunjukkan semua hipotesis diterima. Disonansi klaim produk berpengaruh positif signifikan terhadap Customer Emotion (path coefficient 0,458; p=0,000) dan Brand Loyalty (0,158; p=0,040). Packaging Credibility berpengaruh positif signifikan terhadap Customer Emotion (0,356; p=0,040) dan Brand Loyalty (0,425; p=0,000). Customer Emotion memediasi lengkap kedua hubungan tersebut dengan efek tidak langsung masing-masing 0,174 (p=0,003) dan 0,124 (p=0,001). Model menjelaskan 42,5% varians Brand Loyalty. Implikasi manajerial menekankan pentingnya konsistensi klaim produk dan kredibilitas kemasan untuk membangun loyalitas melalui jalur emosional konsumen.
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