PENGARUH COMMUNICATION, RITUALS/SYMBOLS, BRAND HISTORY, SERTA BRAND COMMUNITY IDENTIFICATION TERHADAP EMOTIONAL ATTACHMENT DJARUM BLACK MOTOR COMMUNITY (BMC) DI SURABAYA

  • Vivi Sudianto Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh communication, rituals/symbols, brand history terhadap brand community identification serta pengaruh brand community identification terhadap emotional attachment Djarum Black Motor Community (BMC) Surabaya. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik probability sampling dengan jenis simple random sampling. Hasil penelitian ini menunjukkan adanya pengaruh Communication terhadap Brand Community Identification, Rituals/Symbols terhadap Brand Community Identification, Brand History terhadap Brand Community Identification, serta Brand Community Identification terhadap Emotional Attachment Djarum Black Motor Community (BMC) di Surabaya.

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Published
2013-09-20
How to Cite
SUDIANTO, Vivi. PENGARUH COMMUNICATION, RITUALS/SYMBOLS, BRAND HISTORY, SERTA BRAND COMMUNITY IDENTIFICATION TERHADAP EMOTIONAL ATTACHMENT DJARUM BLACK MOTOR COMMUNITY (BMC) DI SURABAYA. CALYPTRA, [S.l.], v. 2, n. 2, p. Hal. 1 - 15, sep. 2013. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/644>. Date accessed: 21 oct. 2018.