The The influence of perceived value on electronic brand loyalty: Podcast business of generation Y consumers in eastern
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Abstract
A study of the influence of perceived value on electronic brand loyalty: Podcast business of generation Y consumers in eastern region aimed to analyze confirmatory factors of perceived value and brand loyalty in Podcast business of generation Y consumers in eastern region and to study the influence between perceived value and brand loyalty in podcast business of generation Y consumers in the eastern region. Data collection was conducted with generation Y consumers aged 21-40 years old in the eastern region who used to use electronic products (Podcast) with a total of 455 samples, using stratified sampling technique. Collecting data by using online questionnaires with Google Form application to prevent the spread of COVID-19 by distributing questionnaires through human resource representatives of establishment in the eastern region. Data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis and path analysis.
The results of the research can be concluded that the influence between perceived value and electronic brand loyalty: the Podcast business of generation Y consumers in the eastern region, it was found that perceived value had a direct effect on the electronic brand loyalty in the Podcast business of generation Y consumers in the eastern region. The developed model was consistent with the empirical data with empirical data. Chi-square statistic = 20.95, df = 12, p-value = .05, RMSEA = 0.04, GFI = 0.99. Perceived value in the model accounted for 39 percent of the variance in the electronic brand loyalty in the Podcast business of generation Y consumers in the eastern region.
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