The Effect of Satisfaction and Brand Connection to Brand Love

This study aims to examine the effect of brand satisfaction and brand connection on brand love. The survey method was used as a research strategy to examine the effect of these two variables. 100 people as research respondents participated through an online questionnaire. This study chose smartphone owners as a contextual element to explain the relationship between variables. Structural Equation Modelling (SEM) was employed using AMOS software to test the research hypothesis. The results showed that satisfaction (γ=0,250, sign=0,000) and brand connection (γ=0,655, sign=0,000) had significant effect on brand love. These findings have an impact on management implications that brand satisfaction and brand connection can make consumers love the brand. Limitations and suggestions for further research are discussed.