Keywords
Brand Loyalty
Brand Engagement In Self-Concept
How to Cite
Abstract
The development of fourth-generation K-pop shows increasingly intense competition and shifting patterns of fan loyalty. This phenomenon is clearly visible among Indonesian fans of the boy group Treasure, known as Treasure Maker or Teume, especially following changes in the group’s lineup that triggered emotional responses and diverse consumption behaviours. This study aims to examine the effect of materialism on brand loyalty, with brand engagement in self-concept as a mediating variable, among Generation Z fans of Treasure. The theoretical framework is based on self-congruity theory, which emphasizes the alignment between consumers’ self-identity and brand image in shaping psychological attachment and long-term loyalty. This study adopts a quantitative approach using a survey method. The research subjects consist of 400 Indonesian Treasure fans who belong to Generation Z and were selected through purposive sampling. Data were collected through an online questionnaire using a Likert scale to measure the Material Value Scale by Richins (2004), adapted by Dewi (2022) (9 items; α = 0.879), the Brand loyalty Scale by Chaudhuri and Holbrook (2001), adapted by Rizkya (2023) (5 items; α = 0.805), and Brand engagement in self-concept by Sprott (2009), adapted by Nurmalita (2021) (7 items; α = 0.825). Data analysis was conducted using Model 4 of PROCESS macro v4.2 by Hayes with IBM SPSS Statistics 25 to examine both direct and indirect relationships among variables. The results indicate that materialism has a positive and significant effect on brand loyalty. Materialism also increases brand engagement in self-concept, which in turn strengthens fans’ loyalty toward Treasure. These findings confirm the mediating role of brand engagement in self-concept in the relationship between materialism and brand loyalty. This study concludes that fan loyalty is driven not only by materialistic orientation but also by the internalization of the brand into fans’ self-concept. Theoretically, this research reinforces the relevance of self-congruity theory within the context of popular culture fandom. Practically, the findings offer implications for the entertainment industry in designing brand strategies that align with the identity of Generation Z fans.
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