Hubungan antara Brand Experience terhadap Brand Loyalty melalui Affective Commitment

This study case discuses the relation between Brand Experience towards Brand Loyalty through Affective Commitment in Blitzmegaplex Velvet Class. The discussion examines three variables with further explanation including each sub-variables related. The first one is brand experience, consists of sensory, affective, intellectual, and behavior in the Velvet Class of Blitzmegaplex Studio. Second variable is affective commitment, which stand by itself, and last one is brand loyalty, which composed of attitudinal and behavioral. The importance of brand experience that needs to be managed perfectly, made the researchers create this study case concerning the stiff competition going on in the market nowadays and also to find out how to satisfy the consumers need at the moment. Supported by quantitative method with questionnaire and qualitative method, through depth interview, this research has gained 140 responds from different correspondents, both men and women, who ever watched the movies in Blitzmegaplex, specially focusing in Jakarta area, such as Central Park, Mall of Indonesia, Pacific Place, and Grand Indonesia studios. Using two methods of sampling, non-probability and judgmental, every correspondents will receive some related questions to the research regarding the variables that will be tested inside Blitzmegaplex’s Velvet Class. The obtaining results will be cultivated quantitatively with a factor analysis using SPSS 20.0. After fulfilling all the research stages, researchers conclude, there are greater influence between brand experience towards brand loyalty through an affective commitment, rather than brand experience itself. In this case, Affective Commitment as the mediator for brand experience to brand loyalty. By this, proven that, the service given in Velvet Class Blitzmegaplex has driven the consumers to be emotionally committed to the brand, which forms a loyalty to it. Based on the results found through the research, there is an advise directing to Blitzmegaplex, regarding to its Velvet class, It would be very ideal to increase its watching experience through its sensory and affective sides. These indicators are strongly affecting the consumer’s brand loyalty.