International Journal of Digital Entrepreneurship and Business (IDEB) Vol. 3, No. 2, August 2022 ISSN 2723-5432 pp. 49 – 59 https://ejournal.jic.ac.id/ideb/ IDEB – Vol. 3, No. 2, August 2022 49 EMPIRICAL TESTING OF EMOTIONAL BRAND ATTACHMENT AND BRAND LOVE MEDIATION BETWEEN BRAND SATISFACTION AND BRAND LOYALTY Irfan Hajjid 1 , Harsini Soetomo 1 , Robert Kristaung 1* , Agus Susanto 2 1 Management Studies Program, Trisakti University 2 Management Program, STIE Jakarta International College, Indonesia. * Corresponding Author: robert_kristaung@trisakti.ac.id ARTICLE INFO ABSTRACT Article History: Received: January 10, 2022 Revised: July 25, 2022 Published Online: August 26, 2022 Keywords: Brand satisfaction, Emotional Brand Attachment, Brand Love, Brand Loyalty, Smartphone How to cite: Hajjid, I., Soetomo, H., Kristaung, R., & Susanto, A. (2022). Empirical Testing of Emotional Brand Attachment and Brand Love mediation between Brand Satisfaction and Brand Loyalty. International Journal of Digital Entrepreneurship and Business (IDEB), 3(2), 49 – 59. https://doi.org/10.52238/ideb.v3i2.84 This research aims to test for emotional brand attachment and brand love as a mediator of brand satisfaction on brand loyalty. The purposive sampling technique was used to select 150 active users of Samsung smartphones. Furthermore, the data were collected by distributing questionnaires using Google Form, and the hypothesis testing used the Structural Equation Modeling (SEM). The results showed brand satisfaction has a positive effect on emotional brand attachment and brand loyalty. Likewise, satisfaction on emotional brand attachment and brand love has a positive effect on brand loyalty. There was a partial mediating role of emotional brand attachment and brand love between brand satisfaction and brand loyalty. The implication is that brand loyalty will be stronger with emotional brand attachment and feelings of love for the brand, hence, the more loyal consumers will continue patronage. Subsequent studies can refine this research model by adding variables that affect brand satisfaction, namely perceived quality, perceived cost value, trust, and lifestyle congruence. INTRODUCTION In the current digital era, the development of technology and information is growing rapidly. Therefore, the demand for various types of communication tools is increasing, including smartphones. The structure of the smartphone market in Indonesia is competitive with the largest number based on Android operating system. There are several types of Android-based devices in the country, which include Samsung, Oppo, and Xiaomi. In this research, it turns out that Samsung ranked first for the 2018-2021 phase 1 period. It is estimated that by the end of 2021, phase 2 will exceed the percentage in 2020. To maintain its 1st position in the top brand index, Samsung smartphones need consumer loyalty. This loyalty refers to the willingness of consumers to repurchase the same brand (Sterjadovska & Shuleska, 2017), and voluntarily give positive recommendations to others (Tams et al., 2018). Loyalty to a brand will arise when consumers are satisfied with the product (brand satisfaction). Carroll and Ahuvia (2006), stated that pure customer satisfaction is not enough to sustain success in today's competitive market. The satisfaction that produces brand loyalty requires a collection of long-term experiences and behaviors such as emotional brand attachment and love. The results of Ghorbanzadeh and Rahehagh (2020), showed that satisfaction with brands has a positive effect on emotional attachment and feelings for brand love.