Rahmadani, Novi (2025) THE EFFECT OF SERVICE QUALITY AND BRAND PERSONALITY ON BRAND LOYALTY OF YOUTUBE PREMIUM USERS (CASE STUDY ON THE ZILLENIAL GENERATION). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The sophistication of digital technology explains how a company utilizes these advancements to determine its marketing strategy. By focusing its marketing efforts more precisely, the company can analyze the results effectively. To achieve optimal outcomes, the company requires high-quality internal and external resources to ensure business success. If successful, this will lead to customer satisfaction. Customer satisfaction determines brand loyalty, which is essential for maintaining a company's competitiveness. However, consumers are not just buyers or users of a product; they are also long-term assets that must be nurtured. For companies providing products or services, building customer trust is crucial to reducing perceived risks associated with the products or services and encouraging their use and purchase. The goal of service management is to enhance the achievement of a certain level of service quality. This study employs a quantitative method aimed at measuring the relationship between the investigated variables through numerical data, which is then processed using statistical analysis to draw conclusions, with a sample of 385 respondents. The findings of this study contribute theoretically by demonstrating that service quality and brand personality do not significantly influence brand loyalty among YouTube Premium users. Practically, this study implies that companies need to identify other factors, such as pricing or innovative features, to enhance user loyalty amid competition in the digital services industry. The objective of this research is to examine the impact of service quality and brand personality on brand loyalty among YouTube Premium users within the Gen Zillennial demographic in Indonesia, as well as to identify relevant factors in building user loyalty in the competitive era of digital services.

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