Pengaruh Brand Experience dan Emotional Brand Attachment terhadap Brand Loyalty pada Platform Layanan Berlangganan Over-The-Top (OTT) Video Streaming Dengan Brand Love Sebagai Variabel Intervening (Studi Pada Pengguna Platform OTT Video Streaming di Kota Medan)

Abstract

Advances in technology and increasing internet penetration in Indonesia have driven a significant shift in people's entertainment consumption patterns, particularly through over-the-top (OTT) video streaming platforms. Subscription Video-on-Demand (SVoD) OTT services such as Netflix, Disney+ Hotstar, and Prime Video are increasingly in demand because they offer a more personalized and flexible experience compared to conventional services. Competition among OTT service providers has created a need for strategies that not only rely on functional advantages but also build emotional connections with users. This study aims to analyze the influence of Brand Experience and Emotional Brand Attachment on Brand Loyalty on OTT video streaming subscription platforms, with Brand Love as a specific intervening variable among OTT platform users in Medan. This study is expected to provide an overview of how strong the influence between variables is, both partially and simultaneously, in creating Brand Loyalty. The research method used is an associative quantitative approach with purposive sampling techniques on 100 respondents. Data analysis was conducted through multiple regression with path analysis and mediation tests using Hayes' PROCESS to measure the influence of intervening variables in more depth. The results show that Brand Love acts as a significant partial mediator in emphasizing the relationship between Brand Experience and Emotional Brand Attachment towards Brand Loyalty. Although both independent variables have a direct influence on loyalty, the existence of Brand Love emphasizes users' emotional and affective attachment to the OTT platform. These findings emphasize the importance of brand experience and emotional brand attachment strategies in shaping sustainable user loyalty.