PENGARUH KEPUASAN PELANGGAN DAN KOMUNITAS MEREK TERHADAP LOYALITAS MEREK SEPATU FUTSAL NIKE (Survei Pada Komunitas TEAM 5 Regional Jakarta )
Daftar Isi:
- ABSTRACT Dimas Gamma Lukito, 2013; The Influence of Customer Satisfaction and Brand Community toward Brand Loyalty Nike Futsal’s Shoes. Mini-thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Setyo Ferry, SE., MSi. & Agung Kresnamurti RR, ST., MM. This research aims to describe clearly and testing the influence of Customer Satisfaction, Brand Community toward Brand Loyalty. The Research was carried out quantitatively, descriptive and causal research design, and use survey methods. The population of this research is TEAM 5 community Jakarta region, with member’s status at least registered ( > a year). The Total of sample in this research counted 95 respondents and the analysis of teh research was conducted using SPSS 20 software. The results of the t test shows the customer satisfaction and brand loyality significantly influence the significance value X to Y (0.000), and brand community and brand loyalty are also significantly influence the value of significance X to Y (0.000) both are not greater than 0.05. The results of F test simultaneously indicates customer satisfaction and brand community influencing significantly to brand loyality (0.000). And the result of determination analysis in this research shows the variation of the customer satisfaction variable could explained the brand loyalty variable for 15%, then brand community variable could explained brand loyalty for 23,9% and both variables customer satisfaction and brand communboth variables customer satisfaction and brand community could explained brand loyalty together for 29,9%. While 70,1% While the remaining 70.1% are influenced or explained by other variables that are not included in this research model. Keywords: Customer Satisfaction, Brand Community, Brand Loyalty.