PENGARUH BRAND COMMUNITY AFFECT DAN BRAND COMMUNITY TRUST TERHADAP BRAND LOYALTY MELALUI BRAND COMMUNITY COMMITMENT (Survei Online pada Pelanggan Sepatu Adidas di Komunitas 3 Foil ID)

Abstract

The purpose of this study are: 1) To analyze and explain the influence of brand community affect on brand community commitment, 2) To analyze and explain the influence of brand community affect on brand loyalty, 3) To analyze and explain the influence of brand community trust to brand community commitment, 4) To analyze and explain the influence of brand community trust on brand loyalty, 5) To analyze and explain the influence of brand community commitment to brand loyalty. The type of research used is explanatory research with sampling technique using purposive sampling. Methods of data collection is done by using online surveys distributed to members of Community 3 Foil ID through social media ie social networking site Facebook as much as 100 respondents. Data analysis technique used in this research is by using path analysis (path analysis). The result of this research shows that Brand Community Affect (X1) variable has significant effect on Brand Community Commitment (Y1). Brand Community Affect (X1) variables significantly influence Brand Loyalty (Y2). Brand Community Trust (X2) variables have significant effect on Brand Community Commitment (Y1). Brand Community Trust (X2) variables significantly influence Brand Loyalty (Y2). Brand Community Commitment (Y1) variables significantly influence Brand Loyalty (Y2).

Kеywords: Brand Community Affect, Brand Community Trust, Brand Community Commitment, Brand Loyalty

ÐBSTRÐK

Tujuan dari penelitian ini adalah: 1) Untuk menganalisis dan menjelaskan pengaruh brand community affect terhadap brand community commitment, 2) Untuk menganalisis dan menjelaskan pengaruh brand community affect terhadap brand loyalty, 3) Untuk menganalisis dan menjelaskan pengaruh brand community trust terhadap brand community commitment, 4) Untuk menganalisis dan menjelaskan pengaruh brand community trust terhadap brand loyalty, 5) Untuk menganalisis dan menjelaskan pengaruh brand community commitment terhadap brand loyalty. Jenis penelitian yang digunakan adalah explanatory research dengan teknik pengambilan sampel menggunakan cara purposive sampling. Metode pengumpulan data dilakukan dengan menggunakan survei online yang disebarkan kepada anggota Komunitas 3 Foil ID melalui media sosial yaitu situs jejaring sosial Facebook sebanyak 100 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah dengan menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa variabel Brand Community Affect (X₁) berpengaruh signifikan terhadap Brand Community Commitment (Y₁). Variabel Brand Community Affect (X₁) berpengaruh signifikan terhadap Brand Loyalty (Y₂). Variabel Brand Community Trust (X₂) berpengaruh signifikan terhadap Brand Community Commitment (Y₁). Variabel Brand Community Trust (X₂) berpengaruh signifikan terhadap Brand Loyalty (Y₂). Variabel Brand Community Commitment (Y₁)  berpengaruh signifikan terhadap Brand Loyalty (Y₂).

Kаtа Kunci: Brand Community Affect, Brand Community Trust, Brand Community Commitment, Brand Loyalty