KEBANGKITAN DAN DOMINASI SMARTPHONE CHINA DI INDONESIA: PERAN MEDIASI BRAND ADDICTION DALAM HUBUNGAN BRAND KNOWLEDGE DAN BRAND LOVE TERHADAP BRAND LOYALTY PASAR SMARTPHONE DI INDONESIA
Abstract
ABSTRAK
Dalam 4 Tahun kebelakang, pasar smartphone didominasi oleh merek terkenal seperti Iphone dan Samsung. Pada tahun 2025, dalam 5 merek teratas pada pasar smartphone 4 diantaranya adalah merek smarphone asal negera china. Penelitian ini bertujuan untuk menganalisis peran mediasi brand addiction dalam hubungan antara brand knowledge dan brand love terhadap brand loyalty pada pasar smartphone di Indonesia, dengan fokus pada dominasi merek-merek smartphone asal Tiongkok. Data dikumpulkan dari 280 konsumen smartphone dan dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan bantuan AMOS. Hasil penelitian menunjukkan bahwa brand love berpengaruh positif signifikan terhadap brand addiction, sedangkan brand knowledge tidak berpengaruh signifikan terhadap brand addiction. Selanjutnya, brand addiction terbukti berpengaruh positif terhadap brand loyalty. Implikasinya, perusahaan perlu memperkuat brand love dan brand loyalty melalui pendekatan emosional dan pengalaman merek yang menyenangkan, serta mengelola brand addiction secara etis untuk menjaga keterikatan konsumen tanpa menimbulkan dampak negatif.
ABSTRACT
In the past four years, the smartphone market has been dominated by well-known brands like iPhone and Samsung. By 2025, four of the top five brands in the smartphone market will be Chinese. This study aims to analyze the mediating role of brand addiction in the relationship between brands knowledge and brand love for the brand loyalty in the Indonesian smartphone market, focusing on the dominance of Chinese smartphone brands. Data were collected from 280 smartphone consumers and analyzed using the Structural Analysis method. Equation Modeling (SEM) with the help of AMOS. The results of the study show that the brand love has a significant positive effect on brand addiction, while the brand knowledge does not have a significant effect on brand addiction. Next, the brand Addiction has been proven to have a positive effect on brands loyalty. The implication is that companies need to strengthen their brand love and brand loyalty through emotional approaches and enjoyable brand experiences, as well as managing the brand addiction ethically to maintain consumer engagement without causing negative impacts.
Full Text:
PDF (Bahasa Indonesia)References
Adam Mahendra, B., & Kurniawati. (2023). Pengaruh Brand Love Pada Brand Loyalty Serta Peran Self-Esteem, Dan Susceptibility To Normatif Influence. Jurnal Ekonomi Trisakti, 3(1), 519–530. https://doi.org/10.25105/jet.v3i1.15574
Astuti, A. Y., Trisakti, U., & Trisakti, U. (2024). Jurnal Bisnis dan Manajemen The Influnce of Brand Trustworhiness , Product Quality and Brand Experience on Repurchase Intention : Mediated by Brand Love on Fashion Retailer ’ s Brand. 11(1), 75–88.
Duong, C. D. (2023). Applying the stimulus-organism-response theory to investigate determinants of students’ social entrepreneurship: moderation role of perceived university support. Social Enterprise Journal, 19(2), 167–192. https://doi.org/10.1108/SEJ-10-2022-0091
Firkiana, Q., Kurniawati, & Masnita, Y. (2025). The influence of customer perceived restaurant innovativeness (cpri) of meatball restaurants on brand love and brand loyalty. 8(1), 1–23.
Francioni, B., Curina, I., Hegner, S. M., & Cioppi, M. (2021). Brand addiction: brand characteristics and psychological outcomes. Journal of Consumer Marketing, 38(2), 125–136. https://doi.org/10.1108/JCM-02-2020-3678
Gazi, M. A. I., Ibrahim, M., Masud, A. Al, & Reza, S. M. A. (2025). Brand experiences and loyalty among young smartphone users: a serial mediation analysis. Management Decision. https://doi.org/10.1108/MD-12-2023-2321
Haverila, M., Haverila, K. C., McLaughlin, C., Rangarajan, A., & Currie, R. (2024). The role of perceived knowledge on key brand community constructs of trust, involvement and engagement. Management Research Review, 47(10), 1626–1653. https://doi.org/10.1108/MRR-04-2024-0281
Joseph F. Hair, Jr., David J. Ortinau, & Dana E. Harrison. (2021). Absolute Essentials of Marketing Research. In Absolute Essentials of Marketing Research. McGraw-Hill Education. https://doi.org/10.4324/9781003165194
Kotler, P., Keller, K. L., & Chernev, A. (1973). Marketing Management. In Journal of Marketing (Vol. 37, Issue 1). https://doi.org/10.2307/1250781
Le, M. T. H., Nguyen, T. K., McClelland, R., Antunes, P., & Thuan, N. H. (2025). Exploring the dichotomy between brand addiction and brand love: a comprehensive analysis. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-11-2024-1661
Premathilake, G. W., Li, H., Li, C., Liu, Y., & Han, S. (2024). Understanding the effect of anthropomorphic features of humanoid social robots on user satisfaction: a stimulus-organism-response approach. Industrial Management and Data Systems, 125(2), 768–796. https://doi.org/10.1108/IMDS-10-2023-0781
Rodrigues, P., Sousa, A., Borges, A. P., & Matos Graça Ramos, P. (2024). Understanding masstige wine brands’ potential for consumer-brand relationships. European Business Review, 36(6), 918–944. https://doi.org/10.1108/EBR-04-2022-0066
Suprawan, L., Oentoro, W., & Suttharattanagul, S. L. (2024). A test of moderated serial mediation model of compulsive buying among Gen Z fandoms moderated by trash talking. Young Consumers, January 2024. https://doi.org/10.1108/YC-01-2024-1962
Xin, R. (2025). Perceived usefulness in brand knowledge learning: insights from adopting information through trending topics. Journal of knowledge management. https://doi.org/10.1108/JKM-12-2024-1506

Article Metrics
Abstract view : 2 timesPDF (Bahasa Indonesia) - 2 times

Website Layout and Editing © 2016 Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi on Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo.
Indexing In
Tools