LOVINA, Felisha (2024) The Effect of Virtual Brand Community Identification and Entertainment Value on Brand Loyalty with Customer Brand Engagement as a Mediating Variable (Study on Members of Looke University Beauty Community. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is a quantitative study that analyses the influence of virtual brand community identification and entertainment value on brand loyalty, with customer brand involvement as a mediating variable. The brand community strategy is emerging as one of the relevant approaches to overcome the challenges of building and maintaining consumer loyalty. This research focuses on a case study of Looke University, a virtual beauty community of Looke Cosmetics. involving 181 members as respondents using convenience sampling method. The results show that brand community identification and entertainment value have no significant influence on brand loyalty. However, customer brand engagement was shown to fully mediate the relationship between these variables and brand loyalty. This suggests that although community identification and entertainment value do not directly increase loyalty, member engagement is critical to achieving brand loyalty. This research emphasizes the importance of increasing consumer engagement to achieve loyalty. For practitioners, this research highlights the need to focus on strategies that enhance customer brand engagement as a key factor in mediating the relationship between brand loyalty and brand community value. Future research could explore this relationship in a different industry context or examine additional mediating variables that influence this dynamic. Keywords: virtual brand community identification, entertainment value, brand loyalty, customer engagement, Looke University

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