Imano, Naufal Abiyyu (2026) Pengaruh Brand Personality dan Brand Storytelling Terhadap Loyalitas Pelanggan Podcast Mendoan. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid expansion of the digital creative industry has positioned podcasts as a highly competitive medium of entertainment and marketing in Indonesia. Intense market competition requires content creators to foster enduring customer loyalty rather than relying solely on transient popularity. The novelty of this study lies in the empirical examination of brand personality and brand storytelling within the digital audio entertainment context featuring local dialect identity (Podcast Mendoan), bridging the conceptual gap from prior research predominantly centered on physical goods and conventional corporate sectors. This study aims to analyze the effect of brand personality and brand storytelling on customer loyalty among listeners of Podcast Mendoan. A quantitative explanatory design was utilized. The target population comprised listeners of Podcast Mendoan, selected via non-probability purposive sampling. The final sample consisted of 130 active listeners within the productive age bracket (17–40 years) who actively follow the official social media channels of the podcast. Data were collected via structured online questionnaires using a 5-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) executed on SmartPLS 4.0. Measurement model assessment confirmed convergent validity, discriminant validity, and composite reliability across all reflective constructs. Structural model evaluation revealed an R-Square value of 0.478 for customer loyalty. Hypothesis testing demonstrated that brand personality exerts a positive and significant effect on customer loyalty (path coefficient = 0.478; t-statistics = 6.084; p-value = 0.000). Similarly, brand storytelling shows a positive and significant effect on customer loyalty (path coefficient = 0.340; t�statistics = 3.942; p-value = 0.000). In conclusion, authentic brand characterization and culturally relatable narratives serve as pivotal strategic drivers in maintaining listener retention and loyalty in the digital media ecosystem.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Naufal Abiyyu Imano | ||||||||
| Date Deposited: | 21 Oct 2026 04:15 | ||||||||
| Last Modified: | 21 Oct 2026 04:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/61024 |
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