Track: Business Management

Abstract

The Covid-19 pandemic crisis and the digital revolution that coincided, people were forced to work or study from home. Microsoft Corporation is an American multinational technology corporation which produces computer software, consumer electronics, personal computers to mediate these community activities. This paper is intended to analyze Microsoft's brand loyalty in the context of competition among software providers. The authors wanted to analyze the variables of customer brand identification, affective brand commitment, and customer brand engagement on brand loyalty. This study uses primary data through questionnaires answered by 145 Microsoft consumers. The data obtained were tested for validity and reliability, then data processing was carried out by regression with robustness. The results show that the variables of customer brand identification, affective brand commitment, and customer brand engagement significantly affect brand loyalty.