PENGARUH KEPUASAN DAN INTEGRASI KOMUNITAS MEREK TERHADAP LOYALITAS KONSUMEN
| Main Authors: | , HALIMAH CHRISTINE AYU PINASTI, , Bernardinus Maria Purwanto, Dr., M.B.A |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/125247/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65413 |
Daftar Isi:
- The purpose of this study is to examine the effect of brand community integration towards satisfaction. To examine the effect of satisfaction and brand community integration toward consumer loyalty. To examine the satisfaction as the mediator on the effect of brand community integration on consumer loyaty. Consumer loyaty indicated with a responden�s patronage behavior and future intention to return. Satisfaction is defined as a respondent�s overall evaluation and operationalized it as whether the experience exceeds his/her expectation with the brand and the brand community. Brand community integrastion as the cumulative connections of consumers with the product, the brands, the company, and other consumers. This study uses a survey method. The data used is obtained from questionnaires distributed by the researcher to 130 respondents who are an active members of the independent�s motorcycle brand community in Yogyakarta and only 100 respondents are qualified. Data was analyzed using simple regression and mediation regression. This found that the satisfaction has positive effect on consumer loyalty. Brand community integration has positive effect on customer loyalty and satisfaction. The brand comunity integration has effect through satisfaction on consumer loyalty.