Dewi, Ayu Savitri and Rila Anggraeni,, SE., MM (2020) Pengaruh Perceived Value, Brand Experience, Dan Brand Trust Terhadap Brand Loyalty (Studi Pada Pengguna Spotify Premium. Sarjana thesis, Universitas Brawijaya.
Abstract
Lingkungan persaingan bisnis yang tinggi dalam industri aplikasi streaming musik menyebabkan kesuksesan perusahaan bergantung pada kemampuannya untuk menciptakan Brand Loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Value, Brand Experience, dan Brand Trust terhadap Brand Loyalty pada pengguna Spotify Premium. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research. Jenis pengambilan sampel yaitu secara non-probabilitas dengan menggunakan teknik purposive sampling. Sampel terdiri atas 200 pengguna Spotify Premium sebagai responden. Data yang digunakan adalah data primer yang berasal dari kuesioner dengan menggunakan Skala Likert lima poin. Penelitian ini menggunakan metode analisis regresi linier berganda dengan bantuan software IBM SPSS versi 25. Hasil penelitian menunjukkan bahwa Perceived Value dan Brand Trust berpengaruh secara signifikan terhadap Brand Loyalty. Sementara, Brand Experience tidak mempunyai pengaruh terhadap Brand Loyalty. Penelitian ini menyarankan agar perusahaan dapat mempertahankan dan meningkatkan Perceived Value dan Brand Trust pengguna Spotify Premium untuk mendapatkan Brand Loyalty.
English Abstract
The competitive business environment of the music streaming application industry lead the company‘s success depends on its ability to create brand loyalty. The study aims to determine the impact of Perceived Value, Brand Experience, and Brand Trust on Brand Loyalty of Spotify Premium users. The type of research used in this study is explanatory research. The type of sampling is non-probability by using purposive sampling technique. The sample consisted of 200 Spotify Premium users as respondents. The data used are primary data derived from a questionnaire using a five-point Likert scale. This study uses multiple linear regression analysis methods using IBM SPSS version 25 software. This study findings show that Perceived Value and Brand Trust have a significant impact on Brand Loyalty. Meanwhile, Brand Experience has no impact on Brand Loyalty. This study suggested that company should maintain and increasing Perceived Value and Brand Trust of Spotify Premium users to gain Brand Loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020036 |
| Uncontrolled Keywords: | Perceived Value, Brand Experience, Brand Trust, Brand Loyalty, Spotify Premium, Perceived Value, Brand Experience, Brand Trust, Brand Loyalty, Spotify Premium |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 15 Sep 2022 03:09 |
| Last Modified: | 15 Sep 2022 03:09 |
| URI: | http://repository.ub.ac.id/id/eprint/194235 |
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Text (DALAM MASA EMBARGO)
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