Pengaruh Brand Prestige dan Consumer Brand Identification Terhadap Customer Brand Engagement dengan Brand Love sebagai Variabel Mediasi pada Konsumen Nescafé Gold di Kebumen

This study aims to examine the influence of Brand Prestige and Consumer Brand Identification on Customer Brand Engagement with Brand Love as a mediating variable among Nescafé Gold consumers in Kebumen Regency. This research employed a quantitative approach using a purposive sampling technique. Data were collected through questionnaires using a Likert scale, involving 127 respondents who met the research criteria. The data analysis techniques included validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination (R²), t-test, path analysis, and Sobel test, with the assistance of SPSS version 27 for Windows.

The results of this study indicate that Brand Prestige has a positive and significant effect on Brand Love and Customer Brand Engagement. Consumer Brand Identification also has a positive and significant effect on Brand Love and Customer Brand Engagement. Furthermore, Brand Love has a positive and significant effect on Customer Brand Engagement. The results of the Sobel test reveal that Brand Love is able to significantly mediate the influence of Brand Prestige and Consumer Brand Identification on Customer Brand Engagement. Therefore, Brand Love serves as a partial mediating variable in the relationship between Brand Prestige and Consumer Brand Identification toward Customer Brand Engagement among Nescafé Gold consumers in Kebumen Regency.

Keywords: Brand Prestige, Consumer Brand Identification, Brand Love, Customer Brand Engagement.