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

Hans Calvin Christian(1*),


(1) 
(*) Corresponding Author

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.

Full Text:

PDF

References


Anderson, E. and Weitz, B. (1992), “The

Use of pledges to build and sustain

commitment in distribution channels”,

Journal of Marketing Research, Vol. 29

No. 1, pp. 18-34.

Bettencourt, L.A. (1997), “Customer

voluntary performance: Customers as

partners in service delivery”, Journal of

Retailing, Vol. 73 No. 3, pp. 383-406.

Bhattacharya, C.B. and Sen, S. (2003),

“Consumer-company identification: A

Framework for understanding consumers’

relationships with companies”, Journal of

Marketing, Vol. 67 No. 2, pp. 76-88.

https://doi.org/10.1509/jmkg.67.2.76.1860

Bove, L.L. and Robertson, N.L. (2005),

“Exploring the role of relationship

variables in predicting customer voice to a

service worker”, Journal of Retailing and

Consumer Services, Vol. 12 No. 2, pp. 83-

https://doi.org/10.1016/j.jretconser.2004.0

003

Casalo, L. V., Flavian, C., & Guinaliu, M.

(2008). Promoting consumer’s

participation in virtual brand communities:

A New paradigm in branding strategy.

Journal of Marketing Communications,

(1): 19-36.

https://doi.org/10.1080/135272607015352

Chaudhuri, A. and Holbrook, M.B. (2001),

“The Chain of effects from brand trust and

brand affect to brand performance: The

Role of brand loyalty”, Journal of

Marketing, Vol. 65 No. 2, pp. 81-93.

https://doi.org/10.1509/jmkg.65.2.81.1825

Chung, K.-H. and Shin, J.-I. (2010), “The

Antecedents and consequents of

relationship quality in internet shopping”,

Asia Pacific Journal of Marketing and

Logistics, Vol. 22 No. 4, pp. 473-491.

https://doi.org/10.1108/135558510110905

Dick, A.S. and Basu, K. (1994),

“Customer loyalty: Toward an integrated

conceptual framework”, Journal of the

Academy of Marketing Science, Vol. 22

No. 2, pp. 99-113.

https://doi.org/10.1177/009207039422200

Ganesh, J., Arnold, M.J. and Reynolds,

K.E. (2000), “Understanding the customer

base of service providers: an examination

of the differences between switchers and

stayers”, Journal of Marketing, Vol. 64

No. 3, pp. 65-87.

http://dx.doi.org/10.1509/jmkg.64.3.65.18

Gabrielsson, M. and Kirpalani, V.H.M.

(2004), “Born globals: How to reach new

business space rapidly”, International

Business Review, Vol. 13 No. 5, pp. 555-

https://doi.org/10.1177/097215090700900

https://kumparan.com/kumparanoto/honda

-kuasai-75-persen-pasar-sepeda-motorindonesia-1sdpqqWQQXP

Hellier, P. K., G. M. Geursen, R. A. Carr,

and J. A. Rickard. 2003. Customer

repurchase intention: A General structural

equation model. European Journal of

Marketing 37 (11/12): 1762-800. doi:

1108/03090560310495456

Hirschman, A.O. (1970), Exit, voice, and

loyalty: Responses to decline in firms,

organizations, and states, Harvard

University Press, Cambridge, MA.

https://doi.org/10.1177/000271627139300

Hur, W-M., Park, J. and Kim, M. (2010),

“The Role of commitment on the customer

benefits-loyalty relationship in mobile

service industry”, Service Industries

Journal, Vol. 30 No. 14, pp. 2293-309.

Hur, W. M., Ahn, K. H., & Kim, M.

(2011). Building brand loyalty through

managing brand community commitment.

Management Decision, 49(7), 1194–1213.

https://doi.org/10.1108/002517411111512

Jamal, A. and Goode, M.M.H. (2001),

“Consumers and brands: A Study of the

impact of self-image congruence on brand

preference and satisfaction”, Marketing

Intelligence & Planning, Vol. 19 No. 7, pp.

-92.

http://dx.doi.org/10.1108/02634500110408

Jang, H., Olfman, L., Ko, I., Koh, J. and

Kim, K. (2008), “The Influence of online

brand community characteristics on

community commitment and brand

loyalty”, International Journal of

Electronic Commerce, Vol. 12 No. 3, pp.

-80. http://dx.doi.org/10.2753/JEC1086-

McAlexander, J.H., Schouten, J.W. and

Koenig, H.F. (2002), “Building brand

community”, Journal of Marketing, Vol.

No. 1, pp. 38-54.

https://doi.org/10.1509/jmkg.66.1.38.1845

Moorman, C., Deshpande´, R. and

Zaltman, G. (1993), “Factors affecting

trust in market research relationships”,

Journal of Marketing, Vol. 57 No. 1, pp.

-101.

https://doi.org/10.1177/002224299305700

Morgan, R. M., & Hunt, S. D. (1994). The

Commitment-trust theory of relationship

mar-keting. Journal of Marketing, 58, 20–

https://doi.org/10.2307/1252308

Muniz, A.M. and O’Guinn, T.C. Jr (2001),

“Brand community”, Journal of Consumer

Research, Vol. 27 No. 4, pp. 412-32

Neal, B. and Strauss, R. (2008), Value

creation: The Power of brand equity,

Cengage Learning/South-Western,

Independence, KY.

Reichheld, F.F. (1996), “Learning from

customer defections”, Harvard Business

Review, Vol. 74 No. 2, pp. 56-70.

Schappe, S.P. (1998), “The Influence of

job satisfaction, organizational

commitment, and fairness perceptions on

organizational citizenship behavior”, The

Journal of Psychology: Interdisciplinary

and Applied, Vol. 132 No. 3, pp. 277-90.

Schemwell, D.J., Cronin, J.J. and Bullard,

W.R. (1994), “Relational exchange in

services: An Empirical investigation of

ongoing customer/service provider

relationships”, International Journal of

Service Industry Management, Vol. 5 No.

, pp. 57-68.

https://doi.org/10.1086/209434.

Sugiyono. (2007). Metode penelitian

kuantitatif kualitatif dan R&D. Bandung:

Alfabeta.

Sirdeshmukh, D., Singh, J. and Sabol, B.

(2002), “Consumer trust, value and loyalty

in relational exchanges”, Journal of

Marketing, Vol. 66 No. 1, pp. 15-37.

1509/jmkg.66.1.15.18449

Utpal M. Dholakia, Rene Algesheimer

(2006). Brand community in : Wiley

international ecyclopedia of marketing

online

Van Dyne, L. and Ang, S. (1998),

“Organizational citizenship behavior of

contingent workers in Singapore”,

Academy of Management Journal, Vol. 41

No. 6, pp. 692-703.

https://doi.org/10.5465/256965

Verhoef, P.C., Franses, P.H. and Hoekstra,

J.C. (2002), “The Effect of relational

constructs on customer referrals and

number of services purchased from a

multiservice provider: Does age of

relationship matter?”, Journal of the

Academy of Marketing Science, Vol. 30

No. 3, pp. 202-16.

https://doi.org/10.1177/009207030230300


Refbacks

  • There are currently no refbacks.