Rosdina, Puti (2018) Pengaruh Relasi dan Identifikasi Merek Komunitas dengan Mediasi Keterikatan dan Tekanan Terhadap Loyalitas Merek Komunitas Pendaki Gunung. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini merupakan studi deskriptif kuantitatif yang membahas mengenai pengaruh suku kosumen, dalam hal ini komunitas pendaki gunung, terhadap loyalitas dalam menggunakan merek komunitas pendaki gunung. Menggunakan metode Survey yang dilakukan melalui penyebaran kuesioner dengan sampel empat komunitas pendaki gunung di Jabodetabek. Sebanyak 112 anggota komunitas pendaki gunung tersebut menjadi responden dalam penelitian ini. Dalam model penelitian ini yang diadopsi dari studi Algesheimer, Dholakia, dan Hermann (2005) diteli pengaruh variabel Kualitas Hubungan dengan Merek Komunitas (Brand Relationship Quality), Identifikasi dengan Komunitas (Community Identification), Tekanan normatif dalam komunitas (Normative Community Pressure) dan Keterikatan dengan komunitas (Community Engagement) serta pengaruhnya terhadap Loyalitas pada merek komunitas (Community Brand Loyalty). Hasil pengujian hipotesis dengan menggunakan analisis regresi sederhana dan regresi berganda memperlihatkan bahwa ada pengaruh positif yang signifikan antara variabel Brand Relationship Quality terhadap Community Identification dan Community Brand Loyalty. Selanjutnya Community Identification berpengaruh positif terhadap Normative Community Pressure, dan Community Engagement, namun tidak memberikam pengaruh pengaruh kepada Community Brand Loyalty. Begitu pula Normative Community Pressure juga tidak berpengaruh terhadap Community Brand Loyalty. Namun Community Engagement yang berpengaruh terhadap Community Brand Loyalty. Pengujian lanjutan terhadap merek komunitas pendaki gunung yang paling banyak digunakan juga memberikan hasil yang serupa.
English Abstract
This study is a descriptive-quantitative study that analyzing the influence of consumer tribes, in this case the mountaineerings community toward loyalty in using the mountaineerings community brand. This study is using a survey research with 112 samples of four mountaineerings community members in Greater Jakarta (Jabodetabek) area. Adopted from the study of Algesheimer, Dholakia, and Hermann (2005), this research measures the variables effect of Brand Relationship Quality, Community Identification, Normative Community Pressure and Community Engagement and its impact toward Community Brand Loyalty. Hypothesis testing using simple and multiple regressions shows a positive significance relationship from variable of Brand Relationship Quality toward Community Identification and Community Brand Loyalty. Furthermore, Community Identification has a significance positive relationship toward Normative Community Pressure and Community Engagement but has unsignificance effect toward Community Brand Loyalty. Furthermore, Normative Community Pressure also didn’t have any effect toward Community Brand Loyalty. However, Community Engagement has positive significance relationship toward Community Brand Loyalty. Further analysis with the majority of mountaineering community brand also has the same results,
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/749/051809929 |
| Uncontrolled Keywords: | Suku Konsumen, Merek Komunitas, Tekanan Normatif, Keterikatan komunitas, Loyalitas Merek. Consumer tribes, Community Brand, Normative Pressure, Community Engagement, Brand Loyalty. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 01 Mar 2019 01:53 |
| Last Modified: | 08 Aug 2024 08:10 |
| URI: | http://repository.ub.ac.id/id/eprint/13263 |
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