THE RELATIONSHIP BETWEEN BIG HIT ENTERTAINMENT BUSINESS STRATEGY IN SELLING KOREAN POP CULTURE AND CONSUMER LOYALTY DURING COVID-19

• Main Author: Azarine Raissa, Nisrina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61094
• Institution: Institut Teknologi Bandung

Since 2019, the COVID-19 pandemic has attacked 100 million people, making a big concern for the public health sector. The media and entertainment industry has also been badly affected by this virus, such as events that must be postponed or cancelled. These incidents can harm the customer loyalty of each company; meanwhile, to survive in a competitive market during the COVID-19, company must maintain a loyal customer base. Thus, this qualitative research aimed to explore the impact of Big Hit Entertainment's business strategy on customer loyalty and how the customer perceives Big Hit Entertainment business strategy during the pandemic. The data were collected from Big Hit Entertainment’s customers who purchased goods or services more than once during the pandemic. The results showed that during the pandemic customers perceive an excellent image of Big Hit Entertainment. The adaptation process of Big Hit Entertainment during COVID-19 had a positive impact on their business process, they have succeeded in gaining loyalty through their business strategy. Customer felt satisfaction from Big Hit Entertainment, an increase in customer satisfaction will gain customer loyalty towards the brand. Further research could focus on expanding and executing more in-depth analysis on attributes that affect customer loyalty.