Pengaruh brand love dalam memoderasi firm generated content Apple Inc terhadap brand loyalty melalui brand relation

Finalita, Jocasta (2024) Pengaruh brand love dalam memoderasi firm generated content Apple Inc terhadap brand loyalty melalui brand relation. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan zaman telah menciptakan kebutuhan-kebutuhan baru yang mulai terfokus pada teknologi. Teknologi canggih seperti smartphone dan laptop menjadi kebutuhan umum masyarakat guna mempermudah kehidupan. Munculnya berbagai perusahaan yang fokus dalam bidang teknologi telah menciptakan persaingan dan muncul berbagai cara bagi perusahaan untuk mengambil perhatian calon konsumen. Salah satu perusahaan dengan gaya pendekatan yang unik merupakan Apple Inc. Strategi-strategi yang dilakukan oleh Apple juga berbeda dari kompetitornya, sesuai dengan slogan yang dimiliki oleh perusahaan ini yaitu “Think Different”. Salah satu cara yang digunakan dalam pendekatannya melalui firm generated content perusahaan melalui media sosialnya. Penelitian ini dilakukan dengan tujuan mengetahui pengaruh FGC dari Apple Inc terhadap brand loyalty yang dimediasi oleh brand relation dan dimoderasi oleh brand love. Penelitian ini menggunakan metode penelitian kuantitatif dengan data primer, melalui penyebaran kuesioner secara online. Dengan populasi penelitian yaitu seluruh pengguna produk dan juga subscriber YouTube Apple Inc. Jumlah sampel dalam penelitian adalah 390 responden. Penelitian ini menggunakan software SmartPLS 4.0 dalam menganalisis data. Hasil penelitian menyatakan bahwa firm generated content, brand love dan brand relation memiliki pengaruh positif terhadap brand loyalty dari pengguna produk Apple Inc./ The development of time has created new needs that are increasingly focused on technology. Advanced technologies such as smartphones and laptops have become common necessities for society to facilitate life. The emergence of various companies focusing on technology has created competition, leading to various ways for companies to capture the attention of potential consumers. One company with a unique approach is Apple Inc. The strategies employed by Apple are also different from its competitors, in line with the company's slogan, "Think Different." One approach used by Apple is through firm-generated content (FGC) disseminated through its social media channels. This research aims to understand the influence of Apple Inc.'s FGC on brand loyalty, mediated by brand relationship, and moderated by brand love. This study employs a quantitative research method with primary data gathered through online questionnaire distribution. The research population includes all users of Apple Inc. products and YouTube subscribers. The sample size for this study is 390 respondents. SmartPLS 4.0 software is used for data analysis. The research results indicate that firm-generated content, brand love, and brand relationship have a positive influence on brand loyalty among Apple Inc. product users.

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