COMMUNITY IDENTIFICATION DAN COMPANY IDENTIFICATION DALAM MEMBANGUN LOYALITAS PADA KOMUNITAS SEPEDA MOTOR SPORT KAWASAKI DI 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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References
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Hsu Chun-Li, Chih Hai Wen dan Liou Kwei-Dah.2015. Understanding community citizenship behavior in social networking sites Vol 115
Johnson, et al.2006. Mulitiple professional identities: examining differences in identification across work related target, Journal of applied psychology Vol 91
Algesheimer, et al.2005. The social influence of brand community: Evidence from European car clubs, Journal of Marketing Vol 69
Bhattacharya, C.B., dan Aherarne, MiChael.2005.Antecendents and consequences of Customer-Company Identification: Expanding the role of relationship Vol 90.
Chaudhuri, Arjun., dan Holbrook, Morris B.2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing Vol 65
Gremler, Dwayne. D. dan Brown,Stephen.W. The loyalty ripple effect appreciating the full value of customers Vol 10
Ho Li-An, Kuo Tsung-Hsein dan Lin Binshan.2012. How social identification an trust influence organizational online knowledge sharing Vol 22
Hogg, M.A. dan Turner, J.C.1985. Interpersonal attraction, social identification and psychological group formation, Europian Journal of Social Psychology Vol 15
Hsu Chun-Li, Chih Hai Wen dan Liou Kwei-Dah.2015. Understanding community citizenship behavior in social networking sites Vol 115
Johnson, et al.2006. Mulitiple professional identities: examining differences in identification across work related target, Journal of applied psychology Vol 91
Published
2018-03-01
Section
Bidang Manajemen (M)
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