Pengaruh Brand Engagement Boy Group Treasure Terhadap Loyalitas Penggemar di Aplikasi Weverse

Abstract

This research explores the influence of brand engagement of the K-Pop boy group TREASURE on fan loyalty within the Weverse application. The research is motivated by the phenomenon of high fan engagement in K-Pop through digital platforms, particularly TREASURE’s active communication with fans on Weverse. Active engagement with the content is associated with higher levels of fan satisfaction and loyalty, according to the Uses and Gratification Theory, which this study follows. The main objective of the research is to measure how brand participation affects user loyalty on Weverse. To get our numbers, we used a quantitative approach and polled 108 individuals.   A number of statistical methods, including hypothesis testing, basic linear regression, validity and reliability tests, and IBM SPSS version 30, were used to analyze the data.   To evaluate each factor, a Likert scale was used.   The sample was selected using a standard random sampling approach, and its size was determined using the Slovin method.   According to the results, 62.1% of the overall effect of brand participation on fan loyalty is substantial.  Factors beyond the scope of this investigation account for the remaining 37.9%.