PENGARUH BRAND IDENTIFICATION TERHADAP BRAND LOYALTY DENGAN MEDIASI BRAND COMMUNITIES DAN MODERASI BRAND TRUST PADA TIM E-SPORT DI INDONESIA
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Brand Loyalty,
Brand Communities Identification,
Brand Trust,
E-sport Indonesia
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Abstract
This study aims to analyze the effect of brand identification on brand loyalty in the context of E-sport teams in Indonesia, with brand communities’ identification as a mediating variable and brand trust as a moderating variable. Strong brand identification is expected to increase brand loyalty, while brand communities’ identification act as a link that strengthens the relationship. In addition, brand trust is expected to strengthen or moderate the relationship between brand identification and brand loyalty. The research method used is a quantitative approach with path analysis involving data from E-sport community members in Indonesia. The results showed that brand identification has a significant influence on brand loyalty, with brand communities’ identification acting as a strong mediating variable. Brand trust is shown to moderate the relationship between brand identification and brand loyalty, providing deeper insights into brand dynamics in the Indonesian E-sport industry.
Penelitian ini bertujuan untuk menganalisis pengaruh brand identification terhadap brand loyalty dalam konteks tim E-sport di Indonesia, dengan brand communities’ identification sebagai variabel mediasi dan brand trust sebagai variabel moderasi. Brand identification yang kuat diharapkan dapat meningkatkan brand loyalty, sementara brand communities’ identification berperan sebagai penghubung yang memperkuat hubungan tersebut. Selain itu, brand trust diharapkan dapat memperkuat atau memoderasi hubungan antara brand identification dan brand loyalty. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan analisis jalur (path analysis) yang melibatkan data dari anggota komunitas E-sport di Indonesia. Hasil penelitian menunjukkan bahwa brand identification memiliki pengaruh signifikan terhadap brand loyalty, dengan brand commuinities identification berperan sebagai variabel mediasi yang kuat. Brand trust terbukti memoderasi hubungan antara brand identification dan brand loyalty, memberikan wawasan yang lebih dalam mengenai dinamika merek di industri E-sport Indonesia.
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