THE INFLUENCE OF BRAND EXPERIENCE, BRAND PERSONALITY, BRAND TRUST, AND CUSTOMER SATISFACTION IN BUILDING CUSTOMER LOYALTY: CASE STUDY ON BANGTAN SONYEONDAN FANS

• Main Author: Millenita, Chitania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66708
• Institution: Institut Teknologi Bandung

Along with the development of South Korean culture through the Korean Wave, a new music genre emerged called Korean Pop. BTS are present the massive wave of Korean Pop. BTS is the leading K-Pop boy band by the number of their fans. ARMY “Adorable Represent ative M.C of Youth” social network for those who are willing to be fans of BTS. One fan considers that memorabilia such as albums emphasize the creation of visual narratives and identities. ARMY started to experience that researchers later appointed BTS giving their memories of happiness by buying their merchandise, the massive phenomenon of BTS fans who are willing to buy this merchandise. This research will analyze the relationship of brand experience, brand personality, brand trust, and customer satisfaction to customer loyalty to ARMY. The results will also be helpful for recommendations and references for companies in the music sector and BTS, regarding the benefits and relationships of the five variables. This research uses quantitative data approach by collecting data through a questionnaire. Using purposive sampling with a result of 232 respondents. With the criteria of ARMY who have purchased merchandise launched by BTS, domiciled in one of the cities in West Java, Central Java, or JABODETABEK with aged between 18 – 22 years old or Gen Z. Then, processing data using SmartPLS and analyzing both descriptive and PLS-SEM. This study shows that brand experience has a significant effect on brand personality, brand trust, and customer satisfaction. Brand trust and customer satisfaction can significantly affect customer loyalty. The mediating result states that customer satisfaction can fully mediate brand experience to customer loyalty, while brand trust and brand personality partially mediate. Keyword: BTS, ARMY, Merchandise, Quantitative, PLS-SEM, Brand Experience, Brand Personality, Brand Trust, Customer Satisfaction, Customer Loyalty.