Maghdalena, Della (2026) PENGARUH BRAND IMAGE TERHADAP FANS LOYALTY DENGAN FANS ENGAGEMENT SEBAGAI VARIABEL MEDIASI (STUDI PADA PENGGUNA WEVERSE ARMY DI INDONESIA). Skripsi thesis, Universitas BPD.
![[img]](http://eprints.stiebankbpdjateng.ac.id/style/images/fileicons/text.png) |
Text
2026-DellaMaghdalena-12221603-Skripsi.pdf Download (1MB) |
|
Text
2026-DellaMaghdalena-DaftarPustaka-Skripsi.pdf Download (470kB) |
Abstract
This study aims to examine the effect of brand image on fans loyalty with fans engagement as a mediating variable among Weverse ARMY users in Indonesia. The research adopts a quantitative approach using a survey methode. Data were collected through an online questionnaire and analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The results indicate that brand image has a positive dan significant effect on fans engagement and fans loyalty. Futhermore, fans engagement is proven to act as a mediating variable in the relationship between brand image and fans loyalty. These findings suggest that a positive brand image is able to enhance fans engagement, which inn turn has a impact on fans loyalty. This study is expected to contribute to the development of effective branding and engagement strategies on digital fan community platforms.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap fans loyalty dengan fans engagement sebagai variabel mediasi pada pengguna Weverse ARMY di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap fans engagement dan fans loyalty. Selain itu, fans engagement terbukti berperan sebagai variabel mediasi dalam hubungan antara brand image dan fans loyalty. Temuan ini menunjukkan bahwa brand image yang positif mampu meningkatkan fans engagement sehingga berdampak pada fans loyalty. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi branding dan engagement yang efektif pada platform komunitas penggemar digital. |
| Uncontrolled Keywords: | Brand Image, Fans Loyalty, Fans Engagement |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 17 Mar 2026 22:44 |
| Last Modified: | 17 Mar 2026 22:44 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/3104 |
Actions (login required)
 |
View Item |
