The Effect of Consumer Brand Engagement towards Brand Loyalty of Idoudokstore Through TikTok

Helmard, Hana and Mbouw, Esa Theodore (2021) The Effect of Consumer Brand Engagement towards Brand Loyalty of Idoudokstore Through TikTok. Bachelor thesis, Swiss German University.

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Abstract

As technology advances, there are so many media that are being used as a tool in communication, as well as social media that can easily be accessed through the internet. Milennialls that are familiar with the use of technology became the target of businesses to increase their profit by using Social Media. The number of K-pop fans in Indonesia is growing rapidly and Indonesian businesses are profiting from K-Pop. With K-Pop notoriety spreading far and wide, a growing number of fans are excitedly investing their time and money in collecting even the smallest gifts that remind them of their favorite idols. Thus, businesses are evolving their strategies to keep up with the current situation by approaching millennials with Social Media Marketing. This research aims to determine the effects of Cognitive dimension of Consumer-brand Engagement, Affective dimension of Consumer-brand Engagement, and Behavioral dimension of Consumer-brand Engagement on IDOUDOKSTORE Brand Loyalty (BL) via TikTok by usind empirical method. The study also attempts to compare CBE and its dimensions as BL predictors. The sample comprises of 142 millennials with questionnaires as the method of collecting data, using SPSS to analyzed the data for both pre-test and post-test. This research discovered the effect of all three variables (Cognitive, Affective and Behavioral) on Brand Loyalty.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Brand, Brand Loyalty, Consumer Brand Engagement, Korean Culture, Marketing, Millennials, Social Media Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Faisal Ifzaldi
Date Deposited: 30 Dec 2021 08:32
Last Modified: 30 Dec 2021 08:32
URI: http://repository.sgu.ac.id/id/eprint/2255

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