EFEKTIVITAS PERSONALIZED CAMPAIGN DALAM MENDORONG CUSTOMER SATISFACTION DAN BRAND LOYALTY PADA PENGGUNA APLIKASI STREAMING MUSIK DARI GEN-Z DI JAKARTA

NELVINA IVANA, . (2026) EFEKTIVITAS PERSONALIZED CAMPAIGN DALAM MENDORONG CUSTOMER SATISFACTION DAN BRAND LOYALTY PADA PENGGUNA APLIKASI STREAMING MUSIK DARI GEN-Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text Cover.pdf Download (2MB)
	Text BAB I.pdf Download (2MB)
	Text BAB II.pdf Restricted to Registered users only Download (577kB)
	Text BAB III.pdf Restricted to Registered users only Download (380kB)
	Text BAB IV.pdf Restricted to Registered users only Download (741kB)
	Text BAB V.pdf Restricted to Registered users only Download (1MB)
	Text Daftar Pustaka.pdf Download (1MB)
	Text Lampiran & Riwayat Hidup.pdf Restricted to Registered users only Download (806kB)

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh personalization, social influence, dan information quality terhadap customer satisfaction dan brand loyalty, serta pengaruh customer satisfaction terhadap brand loyalty pada pengguna Spotify Generasi Z di Jakarta, khususnya dalam konteks personalized campaign Spotify Wrapped. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner daring yang disebarkan kepada 249 responden yang memenuhi kriteria penelitian menggunakan teknik purposive sampling. Populasi penelitian mencakup pengguna aplikasi Spotify dari kalangan Generasi Z yang berdomisili di Jakarta. Analisis data dilakukan dengan bantuan SPSS versi 25 untuk analisis deskriptif dan AMOS versi 24 untuk pengujian model Structural Equation Modeling (SEM) serta pengujian hipotesis. Hasil penelitian menunjukkan bahwa personalization berpengaruh positif terhadap customer satisfaction, tetapi tidak berpengaruh positif terhadap brand loyalty. Social influence dan information quality terbukti berpengaruh positif terhadap customer satisfaction dan brand loyalty. Selain itu, customer satisfaction tidak menunjukkan pengaruh positif terhadap brand loyalty. Temuan ini memperkaya literatur pemasaran digital terkait efektivitas kampanye berbasis personalisasi serta memberikan implikasi praktis bagi pengelola platform streaming dalam merancang strategi pemasaran yang lebih relevan bagi Generasi Z guna meningkatkan kepuasan dan loyalitas pengguna. ***** This study aims to analyze the influence of personalization, social influence, and information quality on customer satisfaction and brand loyalty, as well as the effect of customer satisfaction on brand loyalty in the context of Generation Z Spotify users in Jakarta, particularly through the personalized campaign of Spotify Wrapped. A quantitative research method was employed by distributing online questionnaires to 249 respondents who met the research criteria using a purposive sampling technique. The population of this study consisted of Generation Z Spotify users residing in Jakarta. Data analysis was conducted using SPSS version 25 for descriptive analysis and AMOS version 24 for Structural Equation Modeling (SEM) and hypothesis testing. The results indicate that personalization has a positive effect on customer satisfaction but does not have a positive effect on brand loyalty. Meanwhile, social influence and information quality were found to have a positive effect on both customer satisfaction and brand loyalty. Furthermore, the findings reveal that customer satisfaction does not have a positive effect on brand loyalty. Accordingly, this study contributes to the digital marketing literature regarding the effectiveness of personalized campaigns in shaping user satisfaction and loyalty on music streaming platforms, as well as providing practical implications for platform managers in designing more targeted personalization-based marketing strategies for Generation Z users to enhance user satisfaction and loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). ‌Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Nelvina Ivana .
Date Deposited:	11 Feb 2026 09:08
Last Modified:	11 Feb 2026 09:08
URI:	http://repository.unj.ac.id/id/eprint/65288

Actions (login required)

View Item