Pengaruh Fan Page Terhadap Loyalitas Merek dan Motivasi Pengguna Untuk Berpartisipasi dalam Fan Page Telepon Pintar

• Main Authors: , RAYMOND RHASTITO, , Yulia Arisnani, M.B.A., P.hd.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/127276/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=67525
• Institution: Universitas Gadjah Mada

Purpose of this study is to confirm the effect of consumer participation in the brand fan page (usage intensity and fan page engagement) on brand loyalty and motivation of users to participate in the smartphone fan page. This study uses primary data that collected directly by distributing questionnaires to 200 respondents online. Sampling of this study using purposive sampling technique in which respondents must be smartphone fan page users. The analytic tool used in this study is a simple regression analysis and multiple regression. The results of this study showed that ten hypotheses were built only one hypothesis is not proven. The conclusion from this study is that consumer participation in the brand fan page (usage intensity and fan page engagement) effect on brand loyalty positive significantly.