Merlyn, Merlyn (2023) Pengaruh brand passion, brand community commitment terhadap komunitas online Nike. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk memahami pengaruh Brand Passion, Brand Community Committee memiliki pengaruh terhadap Komunitas Online Nike(Brand Defense, Brand Positivity, Information Sharing, Virtual Expression) pada suatu merek. Konteks yang ada pada penelitian ini merupakan komunitas dalam suatu merek dengan menggunakan kuantitatif dan metode penelitian deskriptif.Data yang didapatkan dikumpulkan dengan menggunakan Google Forms.Penelitian ini dilakukan di Indonesia dengan responden berjumlah 389 yang memiliki batas usia 17- lebih dari 55 tahun. Data yang didapatkan dianalisa menggunakan SmartPLS 4 dan dianalisis melalui pengujian validitas dan reliabilitas,uji goodness of fit test, common method bias, R-square, Predictive Relevance, T- statistics, dan P-value. Dari pengujian yang dilakukan penelitimenemukan bahwa Brand Passion memiliki pengaruh positif terhadap Brand Defense, Brand Positivity, Information Sharing, dan Virtual Expression.Sedangkan Brand Community Commitment juga memiliki pengaruh positif terhadap Brand Defense, Brand Positivity, Information Sharing, dan tidak memiliki pengaruh positif terhadap Virtual Expression
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Brand passion; brand community commitment; brand defense; brand positivity; information sharing; virtual expression | ||||||||
Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | MERLYN MERLYN | ||||||||
Date Deposited: | 23 Jan 2024 00:47 | ||||||||
Last Modified: | 28 Feb 2024 12:02 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59885 |
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