Anteseden Customer Engagement terhadap Brand Loyalty Otomotif Jenis Sport Utility Vehicle (SUV) di Sumatera Utara Berbasis Social Presence dan Functional Value Resonance

Abstract

Brand loyalty is an important aspect for companies to be able to win the competition and maintain the market. Based on the results of the loyalty pre- survey of SUV automotive product users in North Sumatra, it shows that respondents often change brands. Consumers are still interested in using automotive products outside of the SUV type, even though in this case the consumer has joined the brand community and the length of time using the product has not become a reference for loyal consumers to the product used. The purpose of this research is to build a brand loyalty model for automotive SUV products. With several variables tested as variables that influence the loyalty of the automotive SUV brand directly or indirectly. This research was conducted using a quantitative method by distributing questionnaires using the Google form. The population in this study are all consumers who use SUV automotive products under the Toyota, Daihatsu, Honda, Suzuki and Mitsubishi brands in North Sumatra who are active in an online community from Instagram accounts with a total of 7,315 respondents. Sampling was carried out using the Proportional Random Sampling technique. Sampling was done by lottery with a total sample of 205 respondents. Methods of data analysis and hypothesis testing were carried out using descriptive statistical analysis and inferential statistical analysis, namely SEM (Structural Equation Modeling) with the AMOS analysis method. The novelty as well as the originality of this study is the functional value resonance variable. The results of data analysis in this study are customer experience has a positive and significant effect on customer engagement, customer experience has a positive and significant effect on brand loyalty, customer engagement has a positive and significant effect on brand loyalty, social presence has a positive and significant effect on customer engagement, social presence has an effect positive and not significant to brand loyalty, social presence has a positive and significant effect on functional value resonance, functional value resonance has a positive and significant effect on brand loyalty, social presence has a positive and significant effect on brand loyalty through functional value resonance.