PENGARUH KASUS KEJAHATAN SEKSUAL MOON TAE-IL TERHADAP BRAND TRUST DAN FAN LOYALTY PENGGEMAR NEO CULTURE TECHNOLOGY (NCT)
DOI:
https://doi.org/10.26740/tc.v10i1.75390Kata Kunci:
Publisitas Negatif, Kepercayaan Merek, Loyalitas Penggemar, PLS-SEMAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kasus kejahatan seksual yang melibatkan Moon Tae-il terhadap brand trust dan fan loyalty pada penggemar NCT pada akun instagram @wownctzen.id. Dengan menggunakan metode kuantitatif deskriptif dan teknik analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM), penelitian ini melibatkan 400 responden yang merupakan penggemar NCT yang mengikuti perkembangan grup NCT dari sebelum dan sesudah adanya kasus kejahatan seksual yang melibatkan Moon Tae-il. Hasil penelitian menunjukkan bahwa kasus tersebut memiliki pengaruh signifikan terhadap brand trust, namun tidak memiliki pengaruh langsung terhadap fam loyalty. Brand trust memiliki pengaruh signifikan dan kuat terhadap fan loyalty, serta memediasi pengaruh kasus tersebut terhadap loyalitas penggemar. Temuan ini menegaskan pentingnya peran kepercayaan dalam mempertahankan loyalitas, meskipun terjadi publisitas negatif, serta memberikan implikasi teoritis dan praktis bagi penelitiian dan manajemen krisis di industri hiburan.
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