The Influence of Brand Experience on Willingness to Pay a Premium Price with Brand Loyalty and Brand Love as mediating variables on Viu application users, especially K-drama lovers in Padang City
Pengaruh Brand Experience terhadap Willingness To Pay A Premium Price dengan Brand Loyalty dan Brand Love sebagai variabel mediasi pada pengguna aplikasi Viu khususnya penikmat K-drama Di Kota Padang
Keywords:
Brand Experience, Brand Loyalty, Brand Love, Willingness To Pay A Premium Price
Abstract
This study aims to analyze the effect of brand experience on willingness to pay a premium price with brand loyalty and brand love as mediating variables on Viu application users, especially K-Drama lovers in Padang City. The research method used is quantitative with the Structural Equation Modeling (SEM) approach using Smart PLS 4 software. Data were collected from 313 respondents who are Viu users in Padang City. The results of the study indicate that brand experience has a significant effect on brand loyalty and brand love. In addition, brand loyalty and brand love act as mediation in increasing willingness to pay a premium price. The conclusion of this study confirms that a positive experience in using the Viu application contributes to increasing user loyalty and love for the brand, which ultimately encourages them to be willing to pay a premium price
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Aulianda, M. (2020). PENGARUH BRAND EXPERIENCE DAN BRAND IMAGE TERHADAP WILLINGNESS TO PAY A PRICE PREMIUM DENGAN BRAND LOVE SEBAGAI VARIABEL INTERVENING (Studi Pada Pemilik Mobil Merek Honda HRV di Samarinda). In JRE (Vol. 3, Issue 2). http://journal.umg.ac.id/index.php/jre
Abubakar, A. M., Ilkan, M., & Sahin, P. (2016). eWOM, eReferral and gender in the virtual community. Marketing Intelligence and Planning, 34(5), 692–710. https://doi.org/10.1108/MIP-05-2015-0090
Amoroso, S., Pattuglia, S., & Khan, I. (2021). Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix. Journal of Marketing Analytics, 9(1), 33–43. https://doi.org/10.1057/s41270-021-00103-0
Anggara, A. K. D., Ratnasari, R. T., & Osman, I. (2023). How store attribute affects customer experience, brand love and brand loyalty. Journal of Islamic Marketing, 14(11), 2980–3006. https://doi.org/10.1108/JIMA-01-2022-0002
Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/APJML-03-2022-0203
BARAN, A., & KAYABAŞI, A. (2023). Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 18(3), 688–706. https://doi.org/10.17153/oguiibf.1258124
Bo, L., & Yang, X. (2022). Is consumers’ willingness to pay premium for agricultural brand labels sustainable?: evidence from Chinese consumers’ random n-price auction experiment. British Food Journal, 124(13), 359–374. https://doi.org/10.1108/BFJ-01-2022-0077
Gracella, M., Program, L., Bisnis, M., Manajemen, S., & Ekonomi, F. (2019). PERAN BRAND LOVE TERHADAP BRAND LOYALTY DAN WILLINGNESS TO PAY PREMIUM PRICE PADA PEMBELI IPHONE DI SURABAYA (Vol. 7, Issue 1).
Hair, J. F. J., et al. (2018). Multivariate Data Analysis.
Ioana-Daniela, S., Lee, K. H., Kim, I., Kang, S., & Hyun, S. S. (2018). Attitude toward luxury cruise, fantasy, and willingness to pay a price premium. Asia Pacific Journal of Tourism Research, 23(4), 325–343. https://doi.org/10.1080/10941665.2018.1433699
Ivan Efendi, M., & Ning Farida, S. (2021). PENGARUH BRAND LOVE TERHADAP BRAND LOYALTY DAN WILLINGNESS TO PAY PREMIUM PRICE (Studi Pada Konsumen Starbucks di Kota Surabaya). Jurnal EK&BI, 4, 2620–7443. https://doi.org/10.37600/ekbi.v4i1.228
Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259–272. https://doi.org/10.1111/ijcs.12618
Peter, J Paul dan Olson, Jerry C., (2015) Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran, Edisi keempat, Erlangga.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu pada Era Media
Putri, D., Pratiwi, N. M. I., & Mulyati, A. (2024). PENGARUH BRAND EXPERIENCE DAN BRAND IMAGE TERHADAP KEINGINAN KONSUMEN UNTUK MEMBAYAR HARGA PREMIUM PADA PEMBELI IPHONE DI WILAYAH JAWA TIMUR. GEMAH RIPAH: Jurnal Bisnis, 4(02), 6–22.
Sabat, K. C., & Bhattacharyya, S. S. (2023). Study of spirituality and well-being over-the-top services through the lens of stimulus-organism-response framework: a moderated-mediation analysis. International Journal of Ethics and Systems. https://doi.org/10.1108/IJOES-04-2023-0094
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201
Sekaran, U., & Bougie, R. (2016). Research Methods for Business a Skill Building Approach (5th ed.). Wiley.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. PT Alfabet. Bandung.
Published
2025-02-04
How to Cite
Mona Ratu Chania, & Yunita Engriani. (2025). The Influence of Brand Experience on Willingness to Pay a Premium Price with Brand Loyalty and Brand Love as mediating variables on Viu application users, especially K-drama lovers in Padang City: Pengaruh Brand Experience terhadap Willingness To Pay A Premium Price dengan Brand Loyalty dan Brand Love sebagai variabel mediasi pada pengguna aplikasi Viu khususnya penikmat K-drama Di Kota Padang. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 9(1), 161-171. https://doi.org/10.36526/santhet.v9i1.5012
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