COMMUNITY IDENTIFICATION DAN COMPANY IDENTIFICATION DALAM MEMBANGUN LOYALITAS PADA KOMUNITAS SEPEDA MOTOR SPORT KAWASAKI DI SURABAYA

  • Nico Andrianto Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Brand communities, Company Identification, Attitudinal loyalty, Community Identification

Abstract

Penelitian ini bertujuan untuk menguji pengaruh peran Community Identification dan Company Identification dalam membangun loyalitas terhadap Kawasaki. penelitian ini menggunakan pendekatan kuantitatif dengan responden yang menggunakan Kawasaki dan tergabung dalam komunitas Kawasaki. Responden dalam penelitian ini berjumlah 350 orang. Penelitian ini menggunakan model SEM (Structural Equation Modeling) melalui software AMOS 22 untuk pengujian measurement dan structural. Temuan penelitian ini menunjukan bahwa Company identification dan Community
Identification memiliki pengaruh positif dan signifikan terhadap attitudinal loyalty.

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Published
2018-03-01