MAULIDA, Imay (2023) The Mediation Role Of Brand Experience On Self-Image Congruence, Self-Brand Connection, And E-Loyalty Disney+ Hotstar Subscriber. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is a survey research on subscribers of Disney+ Hotstar in Indonesia. This research takes the title: "The Mediation Role of Brand Experience on Self-Image Congruence, Self-Brand Connection, and E-Loyalty Disney+ Hotstar Subscriber". The purpose of this study was to determine the effect of self-image congruence, self-brand connection, on e-loyalty with brand experience as a mediating variable. The population in this study are Disney+ Hotstar subscribers in Indonesia. The number of respondents taken in this study were 130 respondents. Purposive sampling method is used in determining the respondents. Based on the results of research and data analysis using SEM (Structural Equation Modeling) shows that: (1) Self-image congruence has no effect on e-loyalty of Disney+ Hotstar subscribers. (2) Self-brand connection has a positive effect on e-loyalty of Disney+ Hotstar subscribers. (3) Self-image congruence has a positive effect on the brand experience of Disney+ Hotstar subscribers. (4) Self-brand connection has a positive effect on the brand experience of Disney+ Hotstar subscribers. (5) Brand experience has a positive effect on e-loyalty from Disney+ Hotstar subscribers (6) Brand experience does not mediate the effect of self-image congruence on e-loyalty from Disney+ Hotstar subscribers. (7) Brand experience mediates the effect of self-brand connection on e-loyalty of Disney+ Hotstar subscribers. The implication of the conclusions above is that Disney+ is advised to continue to maintain and improve connections with subscribers. In addition, Disney+ maintains its brand image by continuing to provide quality content so that it remains in line with the subscriber's ideal self-concept. Positive brand experience can increase e-loyalty subscribers to Disney+ Hotstar. Good experiences felt by subscribers can create good impressions so as to build interest. Therefore, Disney+ Hotstar is advised to continue updating the user UI (User Interface), content, and quickly fixing errors or bugs. This is intended to create comfort for subscribers when consuming Disney+ Hotstar content.

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