Analisis Pengaruh Karakteristik Brand Community Pada Komitmen dan Loyalitas MerekStudi Atas Komunitas Jogja Jazz Club dan Jogja Yaris Community
Community is a powerful marketing tool for companies. Because the establishment of brand Community which consists of consumers and potential consumers are a long-term relationships, with the goal providing a real satisfaction from providers of products or services to consumers. In this way, consumer...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2011
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/89848/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51114 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Community is a powerful marketing tool for companies. Because the establishment of
brand Community which consists of consumers and potential consumers are a long-term
relationships, with the goal providing a real satisfaction from providers of products or
services to consumers. In this way, consumers who have used the product brand can have a
place to communicate their satisfaction or dissatisfaction to the company.
This study tries to to see the influence between the characteristics of brand
community, which consists of information quality, system quality, interaction and reward, to
community commitment and its relation to brand loyalty. Multiple regression is used as the
preferred method analysis. This study is using two community, namely Jogja Jazz Club and
Jogja Yaris Community. Respondents who used consists of 60 respondents from Jogja Jazz
Club, and 60 respondents from Jogja Yaris Community.
The result of analysis shows information quality, system quality, interaction and
reward have an influence on community commitment. Futhermore commitment has an
influence in increasing brand loyalty. |
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