Pengaruh brand trust terhadap brand loyalty melalui pengembangan online brand community

Radityo, Bayu Pahala (2018) Pengaruh brand trust terhadap brand loyalty melalui pengembangan online brand community. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study examines the positive impact consumer relationship with brand, consumer relationship with product, consumer relationship with company and consumer relationship with other customer variable on brand trust variable that moderated by community engagement and the impact to brand loyalty variable. Research was conducted through online questionnaire from 140 respondents who became a member of Online Brand Community (OBC) in social media account. Data were analyzed using Structural Equation Modelling (SEM) and processed by Smart PLS 3.0. Research can conclude that consumer relationship with brand, consumer relationship with product, consumer relationship with company and consumer relationship with other customer have a positive impact to Brand Trust. Brand Trust as a mediator have a positif impact to Brand Loyalty. There was no evidence Community Engagement have a significant impact as moderator consumer relationship with brand, consumer relationship with product, consumer relationship with company and consumer relationship with other customer to Brand Trust. This study provide useful insights into the understanding of Online Brand Community, consumer relationship with brand, consumer relationship with product, consumer relationship with company and consumer relationship with other customer, Community Engagement as moderator, Brand Trust a Brand Loyalty. / Tujuan penelitian ini meneliti untuk menguji pengaruh positif variabel consumer relationship with brand, consumer relationship with product, consumer relationship with company dan consumer relationship with other customer terhadap variabel brand trust yang dimoderasi variabel community engagement dan dampaknya pada variabel brand loyalty Target populasi dalam penelitian ini ialah semua konsumen yang menjadi anggota sebuah Online Brand Community (OBC). Teknik pengambilan sampel dengan menggunakan Judgemental Samplin. Penelitian ini dilakukan melalui teknik riset lapangan (survei) menggunakan data yang dikumpulkan dari 140 responden yang menjadi anggota Online Brand Community (OBC) pada akun media sosial. Data dianalisa menggunakan metode Structural Equation Model (SEM) yang berbasis varians yaitu Partial Lest Square (PLS) 3.0. Penelitian menetapkan bahwa consumer relationship with brand, consumer relationship with product, consumer relationship with company dan consumer relationship with other customer berpengaruh positif terhadap Brand Trust. Brand Trust sebagai mediasi terbukti positif mempengaruhi Brand Loyalty. Community Engagement tidak terbukti signifikan sebagai pemoderasi consumer relationship with brand, consumer relationship with product, consumer relationship with company dan consumer relationship with other customer terhadap Brand Trust. Penelitian ini memberikan pemahaman hubungan Online Brand Community, consumer relationship with brand, consumer relationship with product, consumer relationship with company dan consumer relationship with other customer, Community Engagement sebagai pemoderasi, Brand Trust dan Brand Loyalty.

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