PENGARUH BRAND COMMUNITY AFFECT DAN BRAND COMMUNITY TRUST TERHADAP BRAND COMMUNITY COMMITMENT DAN BRAND LOYALTY PADA KOMUNITAS MOTOR MATIC HONDA SURABAYA

Hans Calvin Christian

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari dua nilai penting yang erat kaitannya dengan komitmen komunitas merek (Brand Community Commitment), yaitu nilai efek komunitas merek (Brand Community Affect), dan nilai kepercayaan pada komunitas merek (Brand Community Trust) yang mempengaruhi komitmen pada komunitas merek (Brand Community Commitment) terhadap loyalitas merek (Brand Loyalty). Penelitian ini bersifat konklusif dan di klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survei online menggunakan instrument kuesioner dengan respon yang dapat digunakan dari 145 responden. Responden adalah anggota komunitas motor matic yang mengikuti kegiatan komunitas sebanyak 1x dalam setahun yang berada di Surabaya. Data diolah menggunakan pendekatan persamaan model struktural dengan teknik Partial Least Square.

Keywords


brand community affect, brand community trust, brand community commitment, brand loyalty.

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