The Influence of Brand Satisfaction on Brand Loyalty Mediated by Brand Love and Moderated by Brand Reputation

Darma Fadhila Benefita; Raditha Dwi Vata Hapsari; Ikhtiara Kaideni Isharina

doi:10.37641/jimkes.v14i1.4676

Authors

Darma Fadhila Benefita Universitas Brawijaya, Indonesia
Raditha Dwi Vata Hapsari Universitas Brawijaya, Indonesia
Ikhtiara Kaideni Isharina Universitas Brawijaya, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v14i1.4676

Keywords:

Brand Love, Brand Loyalty, Brand Reputation, Brand Satisfaction

Abstract

Rising competition within Indonesia's local cosmetics sector necessitates that companies comprehend the elements influencing consumer brand loyalty. This research seeks to explore how brand satisfaction and brand love influence brand loyalty, with brand love serving as a mediating factor and brand reputation functioning as a moderating factor. The study employs a quantitative explanatory methodology. Data was gathered from 290 respondents who use local cosmetic products via a questionnaire and analyzed with suitable statistical techniques. The findings show that brand satisfaction and brand love both positively affect brand loyalty, while brand satisfaction also positively impacts brand love. Mediation analysis demonstrates that brand love plays a significant role in mediating the connection between brand satisfaction and brand loyalty. Nonetheless, brand reputation did not significantly influence this relationship. The research indicates that businesses can boost brand loyalty by increasing customer satisfaction and cultivating emotional ties with consumers via product quality, openness, and steady communication tactics.

Downloads

Download data is not yet available.

References

Acar, A., Büyükdağ, N., Türten, B., Diker, E., & Çalışır, G. (2024). The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: A multi-group structural equation model. Humanities and Social Sciences Communications, 11(1), 1–13.

Ahmad, B., & Akbar, M. I. U. D. (2023). Validating a multidimensional perspective of relationship marketing on brand attachment, customer loyalty and purchase intentions: A serial mediation model. Journal of Strategic Marketing, 31(3), 669–692.

Ahuvia, A., Izberk-Bilgin, E., & Lee, K. (2022). Towards a theory of brand love in services: The power of identity and social relationships. Journal of Service Management, 33(3), 453–464.

Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of Consumer Marketing, 30(3), 258–266.

Bagheri, F., Guerreiro, M., Pinto, P., & Ghaderi, Z. (2024). From tourist experience to satisfaction and loyalty: Exploring the role of a sense of well-being. Journal of Travel Research, 63(8), 1989–2004.

Bing, G., Al Mughairi, B., Karim, A. M., & Karim, A. M. (2024). Study on importance of brand loyalty for customer retention for consumer durable products: New era viewpoint. International Journal of Academic Research in Business and Social Sciences, 14(1), 453–464.

BPS. (2024). Perempuan dan laki-laki di Indonesia 2024. Retrieved on October 19, 2025, from https://www.bps.go.id/id/publication/2024/12/20/c9402c25d61aaa2ad5945d3a/perempuan-dan-laki-laki-di-indonesia-2024.html

Burhanudin, B., & Febryanti, B. (2023). The role of brand love on brand satisfaction, brand engagement, and brand loyalty. Jurnal Manajemen Maranatha, 23(1), 67–78.

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(1), 79–89.

Chauhan, J. S. (2023). Brand loyalty and its impact on repeat purchase behaviour of customers: A cross-sectional study in the FMCG context. Psychology and Education, 55(1), 684–692.

Compas.co.id. (2024). Indonesian e-commerce FMCG report for semester I 2024. Retrieved on July 15, 2025, from https://compas.co.id/article/fmcg-report-2024-analysis/

Cooper, D. R., & Schindler, P. (2014). Business research methods. New York: McGraw-Hill.

Dirwan, D., & Latief, F. (2023). Understanding the psychology behind consumer behavior. Advances in Business & Industrial Marketing Research, 1(3), 130–145.

Fauzani, M. M. Z., & Fadillah, A. (2019). Pengaruh pengetahuan merek, asosiasi merek, dan reputasi merek terhadap keputusan pembelian (studi kasus pada sepatu Vans di Kota Bogor). Jurnal Ilmiah Manajemen Kesatuan, 7(2), 223–231.

Ferdinand, A. (2006). Metode penelitian manajemen: Pedoman penelitian untuk skripsi, tesis, dan disertasi ilmu manajemen. Semarang: Universitas Diponegoro.

Ferraro, C., Hemsley, A., & Sands, S. (2023). Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers. Business Horizons, 66(4), 463–479.

Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: The emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38.

Goyal, A., & Verma, P. (2023). Impact of brand engagement on behavioral loyalty, brand equity and WOM through attitudinal loyalty. Journal of International Food & Agribusiness Marketing, 35(1), 88–109.

Hasan, T., & Sadat, A. (2023). Dynamics of job satisfaction in Bangladesh's banking sector: Implications for employee engagement and organizational success. Journal of Business and Economic Options, 6(4), 36–42.

Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99(6), 3050-3060.

Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. New Jersey: Prentice Hall.

Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability, 13(1), 12-29.

Luo, S., & Hamlin, R. (2022). A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity? Journal of Brand Management, 29(5), 484–497.

Marmat, G. (2023). A framework for transitioning brand trust to brand love. Management Decision, 61(6), 1554–1584.

Nawaz, S., Jiang, Y., Alam, F., & Nawaz, M. Z. (2020). Role of brand love and consumers’ demographics in building consumer–brand relationship. SAGE Open, 10(4), 005-021.

Nurmartiani, E. (2025). The influence of product attributes, price, and image on customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2449–2458.

Rachman, R. K., & Wahyono, W. (2017). Pengaruh brand experience dan brand reputation terhadap brand loyalty melalui brand trust (study pada pengguna XL di Semarang). Management Analysis Journal, 6(1), 121-129.

Rodrigues, C., & Brandão, A. (2021). Measuring the effects of retail brand experiences and brand love on word of mouth: A cross-country study of IKEA brand. The International Review of Retail, Distribution and Consumer Research, 31(1), 78–105.

Sánchez García, I., & Curras-Perez, R. (2020). Is satisfaction a necessary and sufficient condition to avoid switching? The moderating role of service type. European Journal of Management and Business Economics, 29(1), 54–83.

Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction, and loyalty. European Journal of Marketing, 27(9), 19–35.

Singh, V., Sharma, M. P., Jayapriya, K., Kumar, B. K., Chander, M. A. R. N., & Kumar, B. R. (2023). Service quality, customer satisfaction and customer loyalty: A comprehensive literature review. Journal of Survey in Fisheries Sciences, 10(4), 3457–3464.

Suhartanto, D., Dean, D., Sarah, I. S., Hapsari, R., Amalia, F. A., & Suhaeni, T. (2021). Does religiosity matter for customer loyalty? Evidence from halal cosmetics. Journal of Islamic Marketing, 12(8), 1521–1534.

Surya, A. P., & Kurniawan, A. (2021). The effect of product quality and perceived price on customer satisfaction and loyalty: Study on halal cosmetic products in Indonesia. International Journal of Economics, Business and Management Research, 5(4), 20-29.

Smith, K. (2012). Longitudinal study of digital marketing strategies targeting millennials. Journal of Consumer Marketing, 29(2), 86–92.

Tams, S., Legoux, R., & Pierre-majorique, L. (2018). Smartphone withdrawal creates stress: A moderate mediation model of nomophobia, social threat, and phone withdrawal context. Computers in Human Behavior, 81, 1–9.

Tuti, M., & Sulistia, V. (2022). The customer engagement effect on customer satisfaction and brand trust and its impact on brand loyalty. Jurnal Manajemen Bisnis, 13(1), 1–15.

Ulya, A. D., & Masreviastuti, M. (2024). The effect of trust and satisfaction on customer loyalty of MS Glow skincare products (study on Malang city students). MAR-Ekonomi: Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi, 2(2), 123–128.

Wong, A. (2023). Understanding consumer brand love, brand commitment, and brand loyalty. Journal of Relationship Marketing, 22(2), 87–114.

Wu, H. C., & Chang, Y. Y. (2019). What drives brand supportive intentions? Marketing Intelligence & Planning, 37(5), 497–512.

Yohanna, Y., & Ruslim, T. S. (2021). Pengaruh brand love, brand satisfaction, dan brand trust terhadap purchase intention produk Gucci. Jurnal Manajerial dan Kewirausahaan, 3(2), 569–579.

Yuan, J., Shahzad, M. F., Waheed, A., & Wang, W. (2024). Sustainable development in brand loyalty: Exploring the dynamics of corporate social responsibility, customer attitudes, and emotional contagion. Corporate Social Responsibility and Environmental Management, 31(2), 1042–1051.