CONSUMPTION AND IDENTITY: A STUDY ON SURABAYA VIXION SOLIDARITY MEMBERS
The need of automotive not only becomes a mere means of transportation but for some people has become a part of the lifestyle. The development of the automotive world until now still able to attract attention. Motorcycle is the most used transportation in Indonesia that the selling number of moto...
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| Format: | Theses and Dissertations NonPeerReviewed |
| Language: | English English |
| Published: |
2018
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| Subjects: | |
| Online Access: | http://repository.unair.ac.id/72038/1/FE.BE.%2070-18%20Zai%20c%20Abstrak.pdf http://repository.unair.ac.id/72038/2/FE.BE.%2070-18%20Zai%20c.pdf http://repository.unair.ac.id/72038/ http://lib.unair.ac.id |
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| Institution: | Universitas Airlangga |
| Language: | English English |
| Summary: | The need of automotive not only becomes a mere means of transportation but for
some people has become a part of the lifestyle. The development of the
automotive world until now still able to attract attention. Motorcycle is the most
used transportation in Indonesia that the selling number of motorcycle since 2005
until 2017 has been increased. Motorcycle community is a familiar name among
the general society, especially in Surabaya. These motorcycle communities are
formed because of the same interest among members in the automotive field.
More specifically, sometimes, the existence of motorcycle community is formed
because the members have and love the same motorcycle brand. Brand
community is a different form of social group and is personally chosen based on
the similarity of attractiveness to a particular product class, brand, and
consumption activity. Surabaya Vixion Solidarity (SVS) this community is the
first and only vixion motorcycle brand community in Surabaya. Youth
consumption and self identity become ones of the theme for this research. As the
purpose of the study is to examine the brand that affects the willingness of
Surabaya Vixion Solidarity members to consume Vixion motorcycle and to find
out consumption behavior of Surabaya Vixion Solidarity members to construct
their identity.This study used qualitative research which is based on field research.
Surabaya Vixion Solidarity might not as bad as what social or media think of
motorcycle community due to the fact that Surabaya Vixion Solidarity members
consume Vixion brand and become a part of the community because they have
their own image about this brand. |
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