{"title":"品牌爱对消费者行为的作用受到网络媒体服务品牌体验的影响","authors":"Fannylian Lau, Miharni Tjokrosaputro","doi":"10.24912/jmieb.v7i1.23227","DOIUrl":null,"url":null,"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).\n \nThis 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).","PeriodicalId":102855,"journal":{"name":"Jurnal Muara Ilmu Ekonomi dan Bisnis","volume":"35 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"PERAN KECINTAAN MEREK TERHADAP PERILAKU KONSUMEN YANG DIPENGARUHI OLEH PENGALAMAN MEREK ONLINE TV STREAMING SERVICE\",\"authors\":\"Fannylian Lau, Miharni Tjokrosaputro\",\"doi\":\"10.24912/jmieb.v7i1.23227\",\"DOIUrl\":null,\"url\":null,\"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).\\n \\nThis 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).\",\"PeriodicalId\":102855,\"journal\":{\"name\":\"Jurnal Muara Ilmu Ekonomi dan Bisnis\",\"volume\":\"35 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-04-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Jurnal Muara Ilmu Ekonomi dan Bisnis\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.24912/jmieb.v7i1.23227\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal Muara Ilmu Ekonomi dan Bisnis","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24912/jmieb.v7i1.23227","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
这项研究是为了确定品牌忠诚(BEX)和品牌忠诚度(WPP)对在线流媒体产品提款的影响。受访者的数据是通过谷歌表格从调查问卷中收集的。通过智能plss - sem进行的研究样本，并使用符合标准的雅加达居民，并在至少一个月的时间里使用和订阅了迪士尼+ Hotstar的电影观看计划。这些研究结果显示,即有显著的积极影响品牌体验对品牌忠诚BEX) (BLY)、爱(BL)品牌和优质willingness to付钱给a·普莱斯(WPP),后来发现有积极的影响,部分品牌爱(BL)之间,所以能够成为品牌体验的影响(BEX)和品牌忠诚(布莱)和优质willingness to付钱给a·普莱斯(WPP)值得注意的是,然后，人们发现深品牌的爱(BL)对布兰德的忠诚(BLY)和willingness对WPP (WPP)有显著的积极影响。这项研究的目的是将品牌忠诚的影响(BEX)与野生动物的影响(WPP)发布在网络媒体服务产品上的优质价格。回复数据是通过谷歌形式从网上收集的问题。这项研究包括使用智能平板电脑和使用的反应人士，他们在雅加达的一所公寓里遇到了评论家，namely residents，他将在至少一个月的时间里成为迪士尼+热点的电影观看套餐的替代品。results of this study秀有浓厚,积极影响的品牌体验对品牌忠诚BEX)(布莱)、爱(BL)品牌和优质willingness to付钱给a·普莱斯(WPP),然后是发现有部分积极影响:品牌爱(BL)所以这是able to mediate significantly品牌体验的影响》(BEX之间)和品牌忠诚(布莱)和优质willingness to付钱给a·普莱斯(WPP),后来发现，品牌忠诚和愿意付出高昂的代价，有重要的正面作用。
PERAN KECINTAAN MEREK TERHADAP PERILAKU KONSUMEN YANG DIPENGARUHI OLEH PENGALAMAN MEREK ONLINE TV STREAMING SERVICE
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).
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