PENGARUH VALUE CONGRUITY DAN BRAND LOVE TERHADAP CUSTOMER LOYALTY   MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI STUDI PADA PELANGGAN SPOTIFY

INFLUENCE VALUE CONGRUITY AND BRAND LOVE ON CUSTOMER LOYALTY THROUGH CUSTOMER ENGAGEMENT AS A MEDIATING VARIABLE STUDY ON SPOTIFY CUSTOMERS

Fenomena semakin banyak platform musik digital yang ada saat ini memunculkan persaingan yang ketat untuk menarik hati pelanggan, salah satunya platform musik digital Spotify yang  mengalami perbedaan yang signifikan antara pelanggan gratisan dengan pelanggan premium. Dimana pelanggan gratisan lebih besar jumlahnya dibanding dengan pelanggan premium, sehingga diperlukan strategi pemasaran untuk meningkatkan customer loyalty untuk meningkatkan keuntungan Spotify. Penelitian ini bertujuan untuk mengetahui pengaruh value congruity dan brand love terhadap customer loyalty melalui customer engagement sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan Metode Structural Equation Modeling (SEM) dengan Partial Least Square (PLS) untuk menganalisis data yang dikumpulkan dari responden secara online yang berlangganan Spotify premium. Sampling penelitian menggunakan metode non probability sampling dengan total sampel sebanyak 100 responden. Hasil dari penelitian ini adalah value congruity dan brand love berpengaruh positif terhadap customer engagement, namun tidak berpengaruh secara langsung terhadap customer loyalty. Hasil penelitian ini juga menunjukan bahwa customer engagement berpengaruh positif terhadap customer loyalty, serta mampu memediasi antara value congruity dan brand love terhadap customer loyalty.

Kata kunci :Value congruity, Brand love, Customer loyalty, dan Customer engagement.

The phenomenon of more and more digital music platforms that exist today has led to intense competition to attract customers, one of which is the Spotify digital music platform which experiences a significant difference between free customers and premium customers. Where free customers are greater in number than premium customers, so a marketing strategy is needed to increase customer loyalty to increase Spotify's profits. This study aims to determine the effect of value congruity and brand love on customer loyalty through customer engagement as a mediating variable. This research uses a quantitative approach with the Structural Equation Modeling (SEM) method with Partial Least Square (PLS) to analyse data collected from online respondents who subscribe to Spotify premium. Sampling research using non probability sampling method with a total sample of 100 respondents. The results of this study are value congruity and brand love have a positive effect on customer engagement, but have no direct effect on customer loyalty. The results of this study also show that customer engagement has a positive effect on customer loyalty, and is able to mediate between value congruity and brand love on customer loyalty.

 Keywords: Value congruity, Brand love, customer loyalty, and Customer engagement