PENGARUH COMMUNITY PARTICIPATION TERHADAP BRAND RELATIONSHIP PERFORMANCE MELALUI COMMUNITY MEMBER VALUE CREATION SEBAGAI VARIABEL INTERVENING: STUDI KASUS KOMUNITAS MEREK WHITESPACE

Selina Febrianti Siauw

Abstract


Maraknya pertumbuhan komunitas online saat ini menarik perhatian untuk diteliti berkaitan dengan partisipasi anggota komunitas hingga pada pengaruhnya pada brand relationship performance dengan melihat mediasi antara community member value creation antara brand dan anggota komunitas dalam konteks komunitas WhiteSpace dengan topik studi yang belum pernah diteliti sebelumnya. Penelitian ini merupakan penelitian kausal dengan pendekatan penelitian kuantitatif. Data penelitian diperoleh melalui survei online dengan instrumen kuesioner dari 131 data responden yang dapat digunakan. Responden penelitian merupakan anggota komunitas WhiteSpace yang pernah berpartisipasi dalam kegiatan live Instagram WhiteSpace minimal 1 (satu) bulan sekali dalam kurun 6 (enam) bulan terakhir. Data penelitian diolah dengan menggunakan pendekatan persamaan model struktural dengan teknik Partial Least Square (PLS). Hasil penelitian membuktikan adanya peran mediasi sempurna dari community member value creation antara pengaruh community participation terhadap brand relationship performance.

Keywords


community participation; value creation; community member value creation; brand relationship performance

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