The Role of Involvement With Preferred Brand and Satisfaction With Product Category in Encouraging Purchase Behavior Through Attitudinal Brand Loyaltyfor Umkm Leather Shoe Consumers in Tanggulangin

Naufal Dzaki Abdullah; Amiartuti Kusmaningtyas; M. Sihab Ridwan

doi:10.59890/ijma.v4i3.19

Authors

Naufal Dzaki Abdullah August 17, 1945 University of Surabaya
Amiartuti Kusmaningtyas August 17, 1945 University of Surabaya
M. Sihab Ridwan August 17, 1945 University of Surabaya

DOI:

https://doi.org/10.59890/ijma.v4i3.19

Keywords:

Involvement with Preferred Brand, Satisfaction with Product Category, Attitudinal Brand Loyalty, Purchase Behavior, Tanggulangin Leather Shoes MSME

Abstract

This study aims to analyze the influence of Involvement with Preferred Brand and Satisfaction with Product Category on Purchase Behavior through Attitudinal Brand Loyalty on leather shoe MSME consumers in Tanggulangin. The background of the study is based on the high competition in the leather shoe industry. The study used a quantitative approach involving 234 respondents who were leather shoe MSME consumers in Tanggulangin. Data were analyzed using the Partial Least Square (PLS) method. The results showed that Involvement with Preferred Brand and Satisfaction with Product Category had a positive and significant effect on Attitudinal Brand Loyalty. Attitudinal Brand Loyalty was proven to have a positive and significant effect on Purchase Behavior. The research findings also proved that Attitudinal Brand Loyalty was able to partially mediate the relationship between Involvement with Preferred Brand and Satisfaction with Product Category on Purchase Behavior.

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