Analisis terhadap connectedness to brand users pada brand harley davidson di wilayah jebodetabek

Sebastian, Johan (2016) Analisis terhadap connectedness to brand users pada brand harley davidson di wilayah jebodetabek. Masters thesis, Universitas Pelita Harapan.

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Abstract

Communal consumption merupakan suatu pola konsumsi yang terjadi di mana konsumen yang memiliki persamaan saling berkumpul dan membentuk suatu komunitas. Communal consumption akan memberikan pengaruh pada hubungan antar konsumen secara pribadi dengan brand (self-brand connection), dan juga hubungan antar konsumen dengan sesama pengguna brand (connectedness to brand users). Connectedness to brand users adalah adanya keterikatan antar sesama pengguna suatu brand. Connectedness to brand users tidak selalu diartikan sebagai interaksi yang aktif bahkan interaksi tatap muka antar brand users. Connecteness to brand users juga dapat terjalin antar para pengguna yang pernah saling bertemu ataupun tidak bahkan dengan non–users namun mengagumi suatu brand yang sama. Penelitian ini dilakukan untuk mengetahui faktor yang memperkuat dan pengaruh connectedness to brand users terhadap komitmen konsumen. Penelitian ini dilakukan di wilayah Jabodetabek dengan melibatkan 60 pengguna motor besar Harley Davidson yang tergabung dalam komunitas Harley Davidson. Pengumpulan data dilakukan dengan menyebarkan kuesioner berisi 22 pertanyaan dengan Skala Likert 1 – 5. Data dianalisis dengan metode SEM berbasiskan PLS. Hasil penelitian ini membuktikan bahwa kedekatan konsumen dengan brand secara personal dan adanya persamaan antar konsumen membuat connectedness to brand users akan semakin kuat. Connectedness to brand users memberikan pengaruh yang positif terhadap Brand Commitment dan Influence Over Brand Meaning. Sosial interaksi yang terjadi karena brand, juga terbukti memoderasi pengaruh Brand User Similarity to Connectedness to Brand Users / Communal consumption is a behavior when consumers with the similarity gathers and create community. Communal consumption will affect the relationship between consumer emotionally with the brand (self-brand connection), and the relationship among the same users (connectedness to brand users). Connectedness to brand users is connection related among the users. Connectedness to brand users doesn’t always means that direct interaction should be occurred. The connection can still felt among users and non-users as long they admires the same brand. This research is conducted in purpose of analyzing factors that can affect to connectedness to brand users and how connectedness to bradn users can affects the users commitment. This research takes place in Jabodetabek using 60 members of Harley Davidson community members as the respondents. Data is collected by distribute 22 questions quessionnaire with Skala Likert 1 – 5. Data is analyzed in inner and outer model with SEM-PLS method. The result of the reserach shows that Self-Brand Connection and Brand User Similarity gives positive impact to Connectedness to Brand Users. Connectedness to Brand Users gives positive impact to Brand Commitment and Influence Over Brand Meaning. Brand-Oriented Social Interaction moderates the effect of Brand User Similarity to Connectedness to Brand Users

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Sebastian, JohanUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
ContributorLogahan, Jerry MarcellinusUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Connectedness to Brand Users; Self-Brand Connection; Brand User Similarity; Brand-Oriented Social Interaction; Brand Commitment; Influence Over Brand Meaning
Subjects: K Law > K Law (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 08 Jul 2019 08:18
Last Modified: 08 Jul 2019 08:18
URI: http://repository.uph.edu/id/eprint/3833

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