MENGUJI PERAN BRAND COMMUNITY DALAM MENCIPTAKAN BRAND LOYALTY “ STUDI KASUS PADA KOMUNITAS MOTOR SPORT 250 CC”

NUGROHO, TAUFIK GANJAR (2019) MENGUJI PERAN BRAND COMMUNITY DALAM MENCIPTAKAN BRAND LOYALTY “ STUDI KASUS PADA KOMUNITAS MOTOR SPORT 250 CC”. S2 thesis, Universitas Negeri Jakarta.

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Abstract

This study aims to explain the Effect of Brand Community, legitimacy, opposition to brand loyalty, Celebrate Brand History, Share Brand Stories, Integration and Retain Members and Assist in the Use of Brands for Brand Loyalty "Case Study of 250cc Sport Motors". Questionnaires have been developed and distributed to 250 respondents who are all community members of 250 cc sport motorbike users. The research method used in this survey is descriptive quantitative research method. The sampling frame used in this survey is distributed to 250 cc Sport motorbike users only. So in collecting primary data, examine distributing questionnaires to 250 respondents. The sampling technique used in this study was purposive sampling, because we wanted to test the impact of the variables submitted to users. This study provides results that 1. Brand Community has a significant effect on Brand Loyalty, 2. Legitimacy has a significant effect on Brand Loyalty, 3. Opposition Brand Loyalty has no significant effect on Brand Loyalty, 4. Celebrating Brand History has a significant effect on Brand Loyalty, 5. Brand Story Sharing has no significant effect on Brand Loyalty, 6. Integration and Retaining Members (IMA) has no effect significant to Brand Loyalty, 7. Helping in Brand Use has a significant effect on Brand Loyalty. This research is still very rarely studied and is expected to contribute to managerial to determine the right marketing strategy for users of products or services that have the characteristics of a particular segment. Keywords: Brand Community, Brand Loyalty, Motor Sport 250cc, Motor Community

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