Faktor Psikologis yang Mempengaruhi Pengambilan Keputusan Konsumen dalam Konteks Loyalitas Merek
DOI:
https://doi.org/10.58812/jpkws.v2i02.1310Kata Kunci:
Loyalitas Merek, Pengambilan Keputusan Konsumen, Faktor Psikologis, Persepsi KonsumenAbstrak
Penelitian ini bertujuan untuk memahami pengaruh faktor-faktor psikologis pada pengambilan keputusan konsumen dan loyalitas merek. Melalui metode deskriptif literatur, studi ini mengkaji berbagai sumber yang membahas persepsi, sikap, motivasi, dan emosi konsumen serta pengaruh teknologi dalam interaksi digital terhadap loyalitas merek. Hasil penelitian menunjukkan bahwa faktor-faktor psikologis memiliki peranan penting dalam membentuk dan memperkuat loyalitas merek. Persepsi positif terhadap merek mempengaruhi sikap dan motivasi konsumen untuk pembelian berulang, sedangkan emosi positif memperdalam ikatan psikologis dengan merek. Di era digital, interaksi melalui media sosial memainkan peran kunci dalam mempengaruhi faktor-faktor ini. Temuan ini memberikan wawasan bagi pengelola merek untuk mengintegrasikan aspek-aspek psikologis dalam strategi pemasaran mereka guna meningkatkan loyalitas pelanggan. Penelitian ini mengisi celah dalam literatur dengan menyajikan analisis komprehensif tentang bagaimana elemen-elemen psikologis secara spesifik mempengaruhi loyalitas merek.
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Hak Cipta (c) 2024 Loso Judijanto, Siti Yayu Wattiheluw
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