Community Analysis of Local Fashion Brands in Social Media, Customer Centric Model, Brand Trust, and Brand Loyalty
| Main Authors: | Iha Haryani Hatta, Widarto Rachbini |
|---|---|
| Format: | Karya Ilmiah Dosen |
| Terbitan: |
David Publishing Company
, 2018
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| Subjects: | |
| Online Access: |
http://perpus.univpancasila.ac.id:80/uplib/index.php?p=show_detail&id=113340 http://perpus.univpancasila.ac.id:80/uplib/repository/EKIDUPT190005.pdf http://perpus.univpancasila.ac.id:80/uplib/images/docs/EKIDUPT190005.jpg.jpg |
Daftar Isi:
- This study focuses on brand communities in developing countries, especially local fashion brand communities with brand trust and brand loyalty aimed at proving that the local fashion brand communities on social media can influence customer centric models, namely: the relationship between customers, brands, products, companies, and other customers, and their influence on brand trust and brand loyalty. This study is based on a survey that uses 100 respondents who were selected by random sampling as a technique for withdrawing samples. The results of the structural equation model test show that the social media-based brand communities have a positive impact on customer relationships with brands, customer relationships with products, customer relationships with the company, and customer relationships with other customers. But only variables of customer relationships with brands and customer relationships with other customers affect brand trust. Variables of customer relationships with products and customer relationships with companies partially have no effect on brand trust. Brand trust affects brand loyalty.