Pengaruh Value Congruity Dan Brand Love Terhadap Customer Loyalty Melalui Customer Engagement Sebagai Variabel Mediasi Studi Pada Pelanggan Spotify
Keywords:
Value congruity, Brand love, Customer loyalty, dan Customer engagement.
Abstract
Fenomena semakin banyak platform musik digital yang ada saat ini memunculkan persaingan yang ketat untuk menarik hati pelanggan, salah satunya platform musik digital spotify yang mengalami perbedaan yang signifikan antara pelanggan gratisan dengan pelanggan premium. Dimana pelanggan gratisan lebih besar jumlahnya dibanding dengan pelanggan premium, sehingga diperlukan strategi pemasaran untuk meningkatkan customer loyalty untuk meningkatkan keuntungan Spotify. Penelitian ini bertujuan untuk mengetahui pengaruh value congruity dan brand love terhadap customer loyalty melalui customer engagement sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan Metode Structural Equation Modeling (SEM) dengan Partial Least Square (PLS) untuk menganalisis data yang dikumpulkan dari responden secara online yang berlangganan Spotify premium. Sampling penelitian menggunakan metode non probability sampling dengan total sampel sebanyak 100 responden. Hasil dari penelitian ini adalah value congruity dan brand love berpengaruh positif terhadap customer engagement, namun tidak berpengaruh secara langsung terhadap customer loyalty. Hasil penelitian ini juga menunjukan bahwa customer engagement berpengaruh positif terhadap customer loyalty, serta mampu memediasi antara value congruity dan brand love terhadap customer loyalty.
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Ichsan, M., & Ana Noor Andriana, A. N. A. (2023). The Effect of Value Congruity, Customer Brand Engagement, Consumer Brand Identification, and Affective Brand Commitment on Brand Loyalty of Roughneck Products 1991. Journal of Social Science (JoSS), 2(8), 661–673. https://doi.org/10.57185/joss.v2i8.100
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