Emotional involvement with a preferred brand and satisfaction with a product category prove to be crucial factors determining consumer purchase behavior. A recent study conducted by Naufal Dzaki Abdullah, Amiartuti Kusmaningtyas, and M. Sihab Ridwan from the August 17, 1945 University of Surabaya in July 2026 examines how attitudinal loyalty strengthens purchasing decisions among consumers of leather shoe Micro, Small, and Medium Enterprises (MSMEs) in Tanggulangin. These findings provide strategic insights for local industry players in retaining customers amidst intense global market competition and the influx of imported products.
The leather shoe craft industry in Tanggulangin, Sidoarjo, faces major challenges due to changing consumer behavior in the digital era and the proliferation of foreign products. Consumers now switch brands more easily due to prices, promotions, or rapidly changing trends. This condition makes optimal repeat purchases difficult if business owners rely solely on conventional transactions without building emotional attachment. Therefore, this research highlights the importance of forming attitudinal brand loyalty as a bridge between consumer satisfaction and sustainable purchasing actions.
This study used a quantitative approach involving 234 respondents who are consumers of leather shoe MSME products in Tanggulangin. Data collection was carried out through online questionnaires, while data analysis applied the Partial Least Square (PLS) method using SmartPLS software.
The analysis results verify several main findings as follows:
- Brand Involvement Impact: Involvement with a preferred brand proves to have a positive and significant effect on consumer attitudinal loyalty with a path coefficient value of 0.466.
- Product Satisfaction Impact: Satisfaction with the product category delivers a positive and significant impact in forming attitudinal loyalty with a coefficient of 0.392.
- Attitudinal Loyalty Effect: Attitudinal loyalty directly proves to significantly increase consumer purchase behavior with a coefficient value of 0.310.
- Mediating Role: Attitudinal loyalty is proven to partially mediate the relationship between brand involvement and product satisfaction toward purchase behavior.
The results of this research emphasize that transactional-based marketing strategies alone are not enough to maintain business existence in the MSME sector. Business actors are advised to actively increase consumer emotional involvement with their brands and maintain product quality standards to build long-term loyalty. Consequently, local industries can build stronger resilience against competitive market pressures.
“Involvement with preferred brand and satisfaction with product category are proven to have a positive and significant effect on attitudinal brand loyalty, which in turn encourages purchase behavior among leather shoe MSME consumers in Tanggulangin,” explained Naufal Dzaki Abdullah along with his research team.
Author Profiles:
- Naufal Dzaki Abdullah: Student and researcher at the August 17, 1945 University of Surabaya, focusing on marketing management and consumer behavior.
- Dr. Amiartuti Kusmaningtyas, M.M.: Lecturer and researcher at the August 17, 1945 University of Surabaya, actively examining business management and entrepreneurship.
- M. Sihab Ridwan: Lecturer and researcher at the August 17, 1945 University of Surabaya, with specialized expertise in management analysis and business strategy.
Research Source:
- Journal Article Title: The Role of Involvement With Preferred Brand and Satisfaction With Product Category in Encouraging Purchase Behavior Through Attitudinal Brand Loyalty for UMKM Leather Shoe Consumers in Tanggulangin
- Journal Name: International Journal of Management Analytics (IJMA)
- Publication Year: 2026
- DOI:
https://doi.org/10.59890/ijma.v4i3.19
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