Pengaruh Brand Image terhadap Brand Loyalty melalui Online Brand Community dan Consumer Relationship pada Starbucks di Surabaya

Eka Seseli(1*), Thomas santoso(2), Hartono Subagio(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Internet telah menjadi bagian yang tidak terpisahkan dari kehidupan manusia yang mana telah menjadi suatu kebutuhan tersendiri karena banyak manfaat yang diberikan. Dewasa ini tidak sedikit perusahaan besar yang memiliki brand image yang baik memanfaatkan internet, terutama media sosial, untuk membangun persepsi konsumen mengenai brand sekaligus menjalin relasi dengan konsumen demi mencapai loyalitas. Loyalitas merupakan tujuan akhir dari aktifitas pemasaran perusahaan sehingga penting untuk mengetahui efektifitas internet sebagai alat untuk mencapai tujuan tersebut. Oleh karena itu penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap brand loyalty melalui online brand community dan consumer relationship pada Starbucks di Surabaya. Metode penelitian yang digunakan adalah metode kuantitatif dengan menyebarkan 153 kuisioner secara online untuk pengumpulan data yang kemudian diolah dengan menggunakan SmartPLS. Dari hasil penelitian ini ditemukan bahwa brand image berpengaruh positif dan signifikan terhadap brand loyalty melalui online brand community dan consumer relationship.

 

Kata kunci: Brand image, brand loyalty, consumer relationship, online brand community, Starbucks.

 

 Internet is being part of human life because it is a needed and giving lot of advantages. Nowadays, companies with well brand image using internet, especially social media, for getting closer with consumer and developing their loyalty. Loyalty is the goal of marketing activities, thus it’s critical for companies to find out internet effectiveness such as appliance to reach it. Therefore this research aimed to find brand image effect on brand loyalty through online brand community and consumer relationship at Starbucks in Surabaya. This research used quantitative method by spreading 153 online questionnaire and was processed by SmartPLS. The outcome of the research shows that brand image have positive significant impact on brand loyalty through online brand community and consumer relationship.

 

Keywords: brand image, brand loyalty, consumer relationship, online brand community, Starbucks


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