Ali Imaduddin Futuwwah (2020) Pengaruh Value Co-Creation Practice, Perceived Benefit Dan Brand Community CommitmentTerhadap Brand Loyalty Pada Grup Facebook Komunitas Sepeda Polygon Indonesia. Thesis thesis, UNIVERSITAS AIRLANGGA.
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Abstract
Komunitas merek berbasis online sudah berkembang di Indonesia dan banyak diadopsi perusahaan untuk membangun loyalitas pelanggan. Dalam penelitian ini hendak membedah fenomena aktivitas value co-creation yang terjadi pada komunitas merek online yaitu Komunitas Sepeda Polygon Indonesia (KSPI). KSPI merupakan komunitas populer di Indonesisa dan anggotanya adalah pengguna sepeda Polygon. Anggota KSPI melakukan interaksi melalui media sosial dengan menggunakan grup Facebook. Dalam penelitian ini evaluasi model penelitian meggunakan alat analisis Partial Least Square (PLS). Hasil penemuan dari 174 responden menjelaskan bahwa keberadaan praktik value co creation seperti social networking, impression management, community engagement dan brand use berpengaruh positif terhadap beberapa variabel perceived benefit. Temuan lainya juga menjelaskan bahwa tiga dari empat variabel perceived benefit berpengaruh positif terhadap brand community commitment anggota diantaranya social benefit,self-esteem benefit dan hedonic benefit. Brand community commitment berpengaruh positif terhadap brand loyalty.
| Item Type: | Thesis (Thesis) | ||||||
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| Additional Information: | KKB KK-2 TSM 04-20 Fut p | ||||||
| Uncontrolled Keywords: | Value Co Creation Practice, Perceived Benefit, Brand Community Commitment, Brand Loyalty Dan KSPI | ||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity H Social Sciences > HG Finance > HG4001-4285 Finance management. Business finance.Corporation finance |
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| Divisions: | 04. Fakultas Ekonomi dan Bisnis > Magister Sains Manajemen | ||||||
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| Depositing User: | prasetyo adi nugroho | ||||||
| Date Deposited: | 20 Aug 2020 01:51 | ||||||
| Last Modified: | 14 Sep 2020 03:54 | ||||||
| URI: | http://repository.unair.ac.id/id/eprint/97598 | ||||||
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