PERAN KECINTAAN MEREK TERHADAP PERILAKU KONSUMEN YANG DIPENGARUHI OLEH PENGALAMAN MEREK ONLINE TV STREAMING SERVICE

Abstract

Riset ini dijalankan untuk mengidentifikasi atas pengaruh brand experience (BEX) terhadap brand loyalty (BLY) dan willingness to pay a premium price (WPP) yang dimediasi oleh brand love (BL) pada produk online TV streaming service. Data dari responden terkumpul dari kuesioner melalui Google Form. Sampel penelitian diolah dengan SmartPLS-SEM dan menggunakan responden yang sesuai kriteria yaitu penduduk Jakarta serta pernah menggunakan dan berlangganan paket menonton film di Disney+ Hotstar dalam kurun waktu minimal 1 bulan. Hasil studi ini menunjukkan hasil yaitu terdapat pengaruh positif yang signifikan dari brand experience (BEX) kepada brand loyalty (BLY), brand love (BL), dan willingness to pay a premium price (WPP), kemudian ditemukan terdapat pengaruh positif yang parsial oleh brand love (BL) sehingga mampu menjadi perantara antara pengaruh brand experience (BEX) dengan brand loyalty (BLY) dan willingness to pay a premium price (WPP) secara signifikan, lalu ditemukan terdapat pengaruh positif yang signifikan dari brand love (BL) terhadap brand loyalty (BLY) dan willingness to pay a premium price (WPP).   This research was carried out to identify the influence of brand experience (BEX) on brand loyalty (BLY) and willingness to pay a premium price (WPP) mediated by brand love (BL) on online TV streaming service products. Data from respondents was collected from online questionnaires via Google Form. The research sample was processed using SmartPLS-SEM and used respondents who met the criteria, namely residents of Jakarta, who had used and subscribed to a movie viewing package on Disney+ Hotstar for at least 1 month. The results of this study show that there is a significant positive influence from brand experience (BEX) to brand loyalty (BLY), brand love (BL), and willingness to pay a premium price (WPP), then it is found that there is a partial positive influence by brand love (BL) so that it is able to mediate significantly between the influence of brand experience (BEX) and brand loyalty (BLY) and willingness to pay a premium price (WPP), then it was found that there was a significant positive effect of brand love (BL) on brand loyalty (BLY) and willingness to pay a premium price (WPP).