ANALISIS PENGARUH BRAND EXPERIENCE TERHADAP LOYALITAS MEREK PADA SPOTIFY MELALUI BRAND SATISFACTION SEBAGAI VARIABEL MEDIASI

ADRIAN, MUHAMMAD SULTHAN and Ibrahim, Ali (2024) ANALISIS PENGARUH BRAND EXPERIENCE TERHADAP LOYALITAS MEREK PADA SPOTIFY MELALUI BRAND SATISFACTION SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Sriwijaya university.

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Abstract

Spotify is a music and podcast streaming service application. The purpose of this study was to examine the effect of brand experience on brand loyalty mediated by brand satisfaction. This research uses a quantitative approach by distributing questionnaires to 100 spotify customer respondents who live in Palembang city, which is determined using the Lemeshow formula. The data collected was then analyzed using the smartpls version 4 tool with the Structural Equation Model (SEM) analysis technique. The results of this study indicate that there is a significant effect of brand experience on brand loyalty and a positive and significant relationship between brand experience, brand satisfaction and brand loyalty.

Item Type:	Thesis (Undergraduate)
Subjects:	T Technology > T Technology (General) > T1-995 Technology (General) T Technology > T Technology (General) > T175-178 Industrial research. Research and development > T175.5 Management. Organization
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Muhammad Sulthan Adrian
Date Deposited:	12 Sep 2024 01:57
Last Modified:	12 Sep 2024 01:57
URI:	http://repository.unsri.ac.id/id/eprint/157152

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