Abstract
In the ever-growing digital era, internet access has become a basic need in everyday life. With the increasing number of internet users in Indonesia, so more data packages from cellular operator brands are appearing. Overall, customers who engage in expressive brand relationships can easily demonstrate brand loyalty attitudes and behaviour. Customer loyalty to a brand does not only occur because of continuous satisfaction, because customer satisfaction alone is not enough to guarantee a long-term relationship. Therefore, this research examines the customer's emotional perspective, especially love which is used as a mechanism to strengthen unwavering loyalty. One theory that discusses love is the Triangular Theory of Love put forward by Sternberg in 1986 which states that there are three elements in love, namely intimacy, commitment and passion. Data processed by 204 data package users from 4 brands of cellular operators in 6 major cities on the island of Java in Indonesia, using non-probability sampling techniques with a purposive sampling method, and analysed using Structural Equation Modelling (SEM) based on Partial Least Square (PLS) via the SmartPLS 4.1 application.
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