Analysis of Factors Affecting Consumer Loyalty on Kpop Idol Comeback
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Indexed Research Publishing Company
Abstract
Description
This study aims to determine the factors that influence consumer loyalty on Kpop idol comebacks to Kpop fans in Manado City. This research is quantitative and uses associative research methods. The population in this study was Kpop fans in Manado City. The sample used was 70 respondents. Methods of data collection using confirmatory factor analysis, multiple linear regression analysis, F test, t test, using the SPSS application program. The results show that the factors of Digital Marketing and Consumptive Behavior simultaneously have a positive and significant effect on Consumer Loyalty on Kpop idol comebacks.
Keywords
Digital Marketing, Consumptive Behavior, Consumer Loyalty, Kpop Idols