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

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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.

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Detail Information

Series Title

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Call Number

T1571522024

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2024

Collation

ix, 86 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.827 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Prodi Sistem Informasi
Manajemen merek

Specific Detail Info

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Statement of Responsibility

TUTI

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