The Impact of Brand Attachment on Brand Loyalty: The Mediating Role of Satisfaction, Trust, and Commitment
Daman Sudarman*
This research investigates the influence of Brand Attachment on Brand Loyalty within the context of Indonesian stock and mutual fund investment application users. It examines both the direct impact and the indirect impact mediated by Satisfaction, Trust, and Brand Commitment. A quantitative methodology, specifically Partial Least Square - Structural Equation Modeling (PLS-SEM), was utilized. Data were gathered from a sample of 250 respondents with a minimum of six months of active experience using investment applications. The findings indicate that Brand Attachment has a significant direct effect on Satisfaction, Trust, Brand Commitment, and Brand Loyalty. Furthermore, Satisfaction, Trust, and particularly Brand Commitment serve as significant mediators in the indirect relationship between Brand Attachment and Brand Loyalty, with the strongest mediation effect observed through Brand Commitment. These results highlight the strategic importance of emotional bonding, emphasizing the need for personalized features, story-driven communication, and responsive user support. The study provides practical insights for fintech companies to design emotionally driven retention strategies that foster long-term brand loyalty.
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