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All Journal JURNAL ILMU DAN TEKNOLOGI PETERNAKAN Agrointek JURNAL PETERNAKAN Jurnal Ternak Tropika JITRO (Jurnal Ilmiah dan Teknologi Peternakan Tropis) E-Dimas: Jurnal Pengabdian kepada Masyarakat Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Animal Production : Indonesian Journal of Animal Production Jurnal Penelitian Pendidikan IPA (JPPIPA) JPM (Jurnal Pemberdayaan Masyarakat) Jurnal Pengabdian Pada Masyarakat Jurnal Biologi Tropis Jurnal Pertanian Agros CARADDE: Jurnal Pengabdian Kepada Masyarakat Media Mahardhika Jurnal Peternakan Nusantara IKRA-ITH ABDIMAS Comment: an International Journal of Community Development Logista: Jurnal Ilmiah Pengabdian Kepada Masyarakat Abditani : Jurnal Pengabdian Masyarakat Bulletin of Applied Animal Research EDUTEC : Journal of Education And Technology Manhaj: Jurnal Penelitian dan Pengabdian Masyarakat Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Abdimasku : Jurnal Pengabdian Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Agrinimal Jurnal Ilmu Ternak dan Tanaman Unram Journal of Community Service (UJCS) Jurnal Sains Peternakan Nusantara EKONOMIKA45 Jurnal Keuangan dan Akuntansi Terapan (KUAT) Agrivet: Jurnal Ilmu-ilmu Pertanian dan Peternakan Jurnal Manajemen Bisnis Kewirausahaan Gemilang: Jurnal Manajemen dan Akuntansi International Journal of Economics (IJEC) Innovative: Journal Of Social Science Research J-DEPACE (Journal of Dedication to Papua Community) Jurnal Pengabdian Masyarakat Tamilis Synex: Multidimensional Collaboration Jurnal Ilmiah Manajemen Dan Kewirausahaan
Andri Kusmayadi
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Journal : EKONOMIKA45

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Pengaruh Brand Engagement terhadap Brand Loyalty Dimediasi oleh Brand Trust dan Brand Experience Prestyse Desputri Gulo; Andri Kusmayadi
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 13 No. 1 (2025): Desember : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v13i1.5286

Abstract

Increasing competition in the digital streaming service industry has prompted companies to build long-term relationships with consumers, one of which is through increased Brand Engagement. This study aims to determine the effect of Brand Engagement on Brand Loyalty with Brand Trust and Brand Experience as mediating variables. The study employs a quantitative approach through an online survey of 160 Netflix users aged 17–28 years in Jakarta, selected using purposive sampling, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Brand Engagement positively influences Brand Trust, Brand Experience, and Brand Loyalty, with Brand Trust and Brand Experience acting as mediators in this relationship. These findings confirm that high consumer engagement can create positive experiences and trust in the brand, which ultimately leads to loyalty. For future research, it is recommended to expand the scope of respondents with more diverse regional and age variations, as well as consider external variables such as subscription prices, network quality, and competitor influence. The managerial implications of this study suggest that digital service companies like Netflix need to strengthen consumer engagement both emotionally and functionally through the development of interactive features, consistent service, and quick responses to complaints, so that positive experiences and consumer trust can be maintained and ultimately lead to loyalty.
Co-Authors Abun Abun Abun Adnan Arshad Adnan Arshad Ardigurnita, Firgian Arif Arif Arshad, Adnan Asep Sumarna Asyiah, Ai Kusmiati Budhi Wahyu Fitriadi Caribu Hadi Prayitno Dafik Sahal, Yosep Farhan Deasy Safitri Depy Muhamad Pauzy Devyta Zahra Diana Diana Dona Setia Umbara Dona Setya Umbara Endang Sujana Fajari, Widi Mahdar Fatimah, Elva Siti Febrianto, Dwiki Nur Fitrian, Devi Arum Frandika, Dedy Inko Ghaling Achmad Abdul Ghonisyah Gianty Hartani Lugiana Handi Kusnadi Heryadi, D Yadi Indradewa, Rhian Jakiyah, Ulpah Janati, Anisah Jejen Nurmila Kamiel Roesman Bachtiar Lovita Adriani Lutfi Ginayah Maria Kristina Marlina, yuli Muchtaridi Muchtaridi Muhammad Hidayat Muliawati, Teti Negoro, Dimas Angga Novia Nur Anisa Novia Rahayu Novia Rahayu Nur Efa Rista Nurcahya, Intan Nurul Frasiska Prestyse Desputri Gulo Putri Dian Wulansari Qiqi Yuliati Zaqiah, Qiqi Yuliati Reny Hidayati Resa Mustika Richa Mardianingrum Ridwan Fauzi Ristina Siti Sundari Ristini Siti Sundari Rosita, Sindi Siti Nurhidayah Sofyan, Joel Faruk SRI RAHAYU Sumarna, Asep Sundari Sundari Tamara, Sinta L. Ujang Hidayat Tanuwiria Walid, Rifan Afrian Nur Wati, Ari Kusuma Wijaya, Riki Winarto Hadi Yanti Yanti Yanti Yanti Yosep Farhan Dafik Sahal Yudhi Arie Priyanto Yuliati Zaqiah, Qiqi Yusuf Sumaryana Yusuf Sumaryana Zuprizal (Zuprizal)