Increasing functional value resonance as addressing the relationship between social presence and brand loyalty for SUV automotive consumers

Abstract

The aim of this research is to analyze the influence of social presence on brand loyalty through functional value resonance in automotive consumers. This is a quantitative research approach. The purpose of the study includes automotive consumers in North Sumatera, Indonesia. The sample selection method is non-probability sampling, which does not ensure that every member of the population is sampled equally. In this study, purposive sampling was used with 205 respondents. Data is analyzed using the Partial Least Squares (PLS) approach using SmartPLS. The results of this study show that social presence had a positive and significant effect on brand loyalty for SUV automotive consumers in Medan City. Functional value resonance positively and significantly affects brand loyalty for SUV automotive consumers. Brand loyalty is influenced favorably and significantly through functional value resonance in automotive SUV consumers. Increased resonance of functional values can be achieved by companies by giving the impression that causes echoes from users associated with the value of SUV functions, such as improving the quality of reliable engines and creating security features so that they do not compete with competitors.