ANALISA PENGARUH BRAND ACTIVATION TERHADAP PEMBENTUKAN BRAND COMMUNITY PADA PT ISM BOGASARI FLOUR MILLS

Yessy Liembawati

Abstract


PT ISM Bogasari Flour Mills merupakan perusahaan yang bergerak di sektor industri tepung terigu, dimana sebanyak 60-65% target pasarnya adalah Usaha Kecil Menengah (UKM). Hal ini tentu membuat Bogasari menaruh perhatian khusus agar keberadaan komunitas merek tetap dapat menyokong angka penjualan produk perusahaan. Salah satu cara yang ditempuh adalah dengan menciptakan pengalaman konsumen terhadap merek melalui brand activation. Harapannya pengalaman merek ini dapat menciptakan kepercayaan dan kepuasan konsumen terhadap merek yang berperan untuk membentuk komunitas merek tersebut.

Penelitian ini merupakan penelitian kausal menggunakan metode kuesioner. Sampel penelitian ini adalah 200 responden yang merupakan konsumen Bogasari yang mengikuti event dari Bogasari. Hasil observasi ini di analisis dengan menggunakan teknik analisis data Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa brand activation dengan pendekatan brand experience memiliki pengaruh yang signifikan terhadap terbentuknya satisfaction dan brand trust. Lebih lanjut, satisfaction dan brand trust juga memiliki pengaruh signifikan terhadap terbentuknya brand community, dimana satisfaction merupakan variable yang paling memediasi terbentuknya brand community. 

Keywords


Aktivasi Merek; Event; Kepercayaan Merek; Kepuasan; Komunitas Merek

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References


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