Cahyani, Retno Dwi (2018) Pengaruh Brand Community Affect Dan Brand Community Trust Terhadap Brand Loyalty Melalui Brand Community Commitment (Survei Online Pada Pelanggan Sepatu Kasual Adidas Di Komunitas 3 Foil. Sarjana thesis, Universitas Brawijaya.
Abstract
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) dengan nilai koefisien beta sebesar 0.500 dan tingkat probabilitas sebesar 0.000 (0.000 < α = 0.05). Variabel Brand Community Affect (X1) berpengaruh signifikan terhadap Brand Loyalty (Y2) dengan nilai koefisien beta sebesar 0.383 dan tingkat probabilitas sebesar 0,000 (0,000 < α = 0,05). Variabel Brand Community Trust (X2) berpengaruh signifikan terhadap Brand Community Commitment (Y1) dengan nilai koefisien beta sebesar 0.382 dan tingkat probabilitas sebesar 0.000 (0.000 < α = 0.05). Variabel Brand Community Trust (X2) berpengaruh signifikan terhadap Brand Loyalty (Y2) dengan nilai koefisien beta sebesar 0.395 dan tingkat probabilitas sebesar 0.000 (0.000 < α = 0.05). Variabel Brand Community Commitment (Y1) berpengaruh signifikan terhadap Brand Loyalty (Y2) dengan nilai koefisien beta sebesar 0.679 dan tingkat probabilitas sebesar 0.000 (0.000 < α = 0.05). Dari hasil penelitian dapat diketahui bahwa variabel Brand Community Commitment berfungsi sebagai Mediator Parsial. Hal itu dikarenakan variabel Brand Community Affect dan Brand Community Trust dapat berpengaruh signifikan terhadap Brand Loyalty dengan atau tanpa peran mediator dari Brand Community Commitment. Rekomendasi penelitian yang ditemukan adalah untuk mengembangkan penelitian, mengujinya pada komunitas lain dan mengembangkannya dengan menambah variabel lain yang dapat mempengaruhi keempat variabel tersebut.
English 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) with beta coefficient value of 0.500 and probability level of 0.000 (0.000 <α = 0.05). Brand Community Affect (X1) variables significantly influence Brand Loyalty (Y2) with beta coefficient value of 0.383 and probability level of 0.000 (0,000 <α = 0,05). Brand Community Trust (X2) variables have significant effect on Brand Community Commitment (Y1) with beta coefficient value of 0.382 and probability level of 0.000 (0.000 <α = 0.05). Brand Community Trust (X2) variables significantly influence Brand Loyalty (Y2) with beta coefficient value of 0.395 and probability level of 0.000 (0.000 <α = 0.05). Brand Community Commitment (Y1) variables significantly influence Brand Loyalty (Y2) with beta coefficient value of 0.679 and probability level of 0.000 (0.000 <α = 0.05). From the results of research can be seen that the variable Brand Community Commitment serves as a Partial Mediator. This is because the variable Brand Community Affect and Brand Community Trust can significantly influence Brand Loyalty with or without the role of mediator from Brand Community Commitment. The research recommendations found are to develop the research, examine the effect on other communities and develop it by adding another variable that can affect the four variables.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/506/051807143 |
| Uncontrolled Keywords: | Brand Community Affect, Brand Community Trust, Brand Community Commitment, Brand Loyalty, Brand Community Affect, Brand Community Trust, Brand Community Commitment, Brand Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 Sep 2019 01:34 |
| Last Modified: | 28 Oct 2021 03:02 |
| URI: | http://repository.ub.ac.id/id/eprint/165947 |
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