Pengaruh brand trust, brand respect dan brand love, dengan variabel mediasi brand equity terhadap brand loyalty aplikasi streaming musik online Spotify pada generasi Z = The effect of brand trust, brand respect, and brand love, with brand equity mediation variables on brand loyalty spotify music streaming applications in generation z

Sing, Michelle Widisya (2022) Pengaruh brand trust, brand respect dan brand love, dengan variabel mediasi brand equity terhadap brand loyalty aplikasi streaming musik online Spotify pada generasi Z = The effect of brand trust, brand respect, and brand love, with brand equity mediation variables on brand loyalty spotify music streaming applications in generation z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian awal terhadap 47 responden menemukan fenomena yang menyatakan, meskipun Spotify merupakan aplikasi streaming musik online terbesar, namun tidak menjadikannya aplikasi pertama yang dipilih untuk digunakan pertama kali ketika para responden ingin mendengarkan musik. Subjek penelitian ini merupakan generasi Z yang pernah menggunakan aplikasi streaming musik Spotify. Penggunaan aplikasi streaming musik dapat dipengaruhi oleh proposisi nilai positif dari merek tersebut. Maka, diperlukan penelitian tentang kepercayaan merek, rasa hormat terhadap merek, dan kecintaan merek yang dimediasi oleh ekuitas merek terhadap loyalitas merek aplikasi streaming musik Spotify pada generasi Z. Teknik pengambilan sampel yang digunakan adalah non-probability purposive sampling dengan menyebarkan kuesioner elektronik kepada 175 sampel yang memenuhi kriteria. Metode pengolahan data yang digunakan adalah Partial Least Square – Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS. Hasil dari penelitian ini menunjukkan bahwa hipotesis brand equity memiliki pengaruh yang paling besar terhadap brand loyalty. Dalam penelitian ini juga menunjukkan bahwa brand respect dan brand love memiliki pengaruh terhadap brand equity. Kemudian brand trust, dan brand love memiliki pengaruh terhadap brand loyalty. Sedangkan, brand trust tidak memiliki pengaruh terhadap brand equity. Implikasi manajerial pada penelitian ini dapat dipertimbangkan oleh Spotify dan aplikasi streaming musik online lainnya, yang dimana dapat meningkatkan kualitas aplikasi, rasa keterhubungan dan pengalaman pelanggan yang baik bagi para pendengar setia aplikasi streaming musik terutama generasi Z. / Preliminary research on 47 respondents found a phenomenon that states that although Spotify is the largest online music streaming application, it does not make it the first application chosen to be used the first time when respondents want to listen to music. The subjects of this research are Generation Z who have used the Spotify music streaming application. The use of music streaming apps can be influenced by the positive value proposition of the brand. Therefore, research is needed on brand trust, brand respect, and brand love mediated by brand equity on brand loyalty of the Spotify music streaming application in Generation Z. The sampling technique used is non-probability purposive sampling by distributing electronic questionnaires to 175 sample that meet the criteria. The data processing method used is Partial Least Square – Structural Equation Modeling (PLS-SEM) using SmartPLS software. The results of this study indicate that the brand equity hypothesis has the greatest influence on brand loyalty. This study also shows that brand respect and brand love have an influence on brand equity. Then brand trust and brand love have an influence on brand loyalty. Meanwhile, brand trust has no effect on brand equity. The managerial implications of this research can be considered by Spotify and other online music streaming applications, which can improve application quality, a sense of connectedness and a good customer experience for loyal listeners of music streaming applications, especially Generation Z.

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