Peran Brand Community Commitment Dalam Menciptakan Perilaku Loyalitas

Mahardhika, Pamula and -, Ihwan Susila, SE, M. Si, Ph.D and -, Edy Purwo Saputro, SE., M.Si. (2020) Peran Brand Community Commitment Dalam Menciptakan Perilaku Loyalitas. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The present study aimed to analyze factors that lead to brand loyalty in community setting. A survey was carried out on a sample of 162 panther mania members. The proposed model was evaluated by using structural equation modelling. The results indicate that self-congruity positively influnces continuence commitment, affective commitment is influnced by affect but trus had no effect to both commitment constucts. Affective commitment was the most important predictor to Word-of-Mouth and constructive complaint. But it had stronger effect on constructive complaint. Repurchase intention is activated by continuence commitment. In addition, Both Brand affective commitment and brand continuence commitment play a full mediaing effect for different relationships. Brand affective commitment was found to play a full mediating role in the raltionship between affect and word-of-mouth and constructive complaint. Brand contiunence commitment is a full mediator on relationship between self-congruity and repurchase intention. However the researche has some limitation. First, the next future need to add sample from more hedonic car community. Second, it should be able to incorporates qualitative and quantitave study to get more aqurate results. Third, reaserchs should conceptualize it more specifically whether the community in next studies categorized on simple brand community, brand communities or brand subculture.

Item Type:	Karya ilmiah (Thesis)
Uncontrolled Keywords:	Loyalitas merek, Manajemen Merek, Komunitas Panther Mania
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	Pamula Mahardhika
Date Deposited:	18 Feb 2020 03:29
Last Modified:	18 Feb 2020 03:29
URI:	http://eprints.ums.ac.id/id/eprint/80843

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