Pengaruh Brand Anthropomorphism terhadap Brand Loyalty dengan Brand Love dan Customer Engagement pada Generasi Z Pengguna Tiktok
DOI:
https://doi.org/10.31004/riggs.v5i2.12699Keywords:
Brand Anthropomorphism, Brand Love, Brand Loyalty, Customer Engagement, TikTok, Generasi ZAbstract
Meningkatnya persaingan antarplatform media sosial menuntut setiap penyedia layanan untuk membangun hubungan yang kuat dengan pengguna agar mampu mempertahankan loyalitas dalam jangka panjang. Salah satu strategi yang dinilai efektif adalah membentuk citra merek yang memiliki karakteristik layaknya manusia (brand anthropomorphism), sehingga mampu menciptakan kedekatan emosional dengan pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Anthropomorphism terhadap Brand Love, pengaruh Brand Love terhadap Brand Loyalty, serta menguji peran Customer Engagement sebagai variabel moderasi pada hubungan antara Brand Anthropomorphism dan Brand Love, serta hubungan antara Brand Love dan Brand Loyalty pada Generasi Z pengguna TikTok di Kabupaten Tangerang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 responden yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Likert, kemudian dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Brand Anthropomorphism berpengaruh positif dan signifikan terhadap Brand Love, sedangkan Brand Love juga berpengaruh positif dan signifikan terhadap Brand Loyalty. Selain itu, Customer Engagement terbukti mampu memperkuat hubungan antara Brand Anthropomorphism dan Brand Love. Namun demikian, Customer Engagement tidak mampu memoderasi hubungan antara Brand Love dan Brand Loyalty. Temuan ini mengindikasikan bahwa karakteristik merek yang lebih manusiawi mampu meningkatkan keterikatan emosional pengguna, yang pada akhirnya mendorong loyalitas terhadap platform. Penelitian ini memberikan implikasi praktis bagi pengelola media sosial, khususnya TikTok, untuk mengembangkan strategi pemasaran yang berorientasi pada pembentukan hubungan emosional dan peningkatan keterlibatan pengguna sebagai upaya memperkuat loyalitas pengguna di tengah persaingan platform digital yang semakin ketat.
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