Panjaitan, Rizka Ananda Rumiris (2020) Pengaruh Brand Experience dan Perceived Usefulness terhadap Brand Loyalty pada Layanan Spotify Premium di Kota Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The aim of this study is to identify and analyze the influence of brand experience and perceived usefulness on brand loyalty among Spotify Premium users in Surabaya. The research population consists of active Spotify Premium users aged 18-45 residing in Surabaya, with a sample of 100 respondents selected using nonprobability sampling technique with purposive sampling approach. The collected data were tested using descriptive statistical analysis, validity test, reliability test, classic assumption test (normality test, multicollinearity test, autocorrelation test, and heteroscedasticity test), multiple linear regression test, and hypothesis testing using SPSS 26 software. Based on the test results, it was found that the F-test analysis (simultaneous) showed that brand experience (X1) and perceived usefulness (X2) simultaneously or together significantly influence brand loyalty (Y). Furthermore, the t-test results (partial) indicated that brand experience (X1) has a significant influence on brand loyalty (Y), as well as perceived usefulness (X2) provides a significant influence on brand loyalty (Y) for Spotify Premium service. This indicates that the better the brand experience and perceived usefulness, the higher the brand loyalty of Spotify Premium users in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rizka Ananda Rumiris Panjaitan | ||||||||
| Date Deposited: | 03 Jun 2024 10:01 | ||||||||
| Last Modified: | 03 Jun 2024 10:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23961 |
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