PENGARUH ATTITUDE TOWARD ONLINE BRAND COMMUNITY PADA REVISIT INTENTION DAN BRAND TRUST DALAM KOMUNITAS ONLINE MANCHESTER UNITED DI FACEBOOK MELALUI MODERASI TIPE KOMUNITAS

  • Andrew Safan Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
Abstract Views: 111 times
Keywords: Attitude toward Online Brand Community, Revisit Intention, Brand Trust, Marketed-created, Consumer-created

Abstract

Penelitian ini bertujuan untuk menguji Pengaruh Perceived Social Benefit dan Perceived Informational Benefit pada Attitude toward Online Brand Community, Attitude toward Online Brand Community pada Revisit Intention dan Brand Trust dalam Komunitas Manchester United di Facebook melalui Moderasi tipe komunitas. (Marketed-created Online Community atau MOC dan Consumer-created Online Community atau COC). Penelitian ini menggunakan pendekatan purposive sampling, dimana sampel berupa responden yang tergabung dalam komunitas Manchester United di Facebook baik yang official maupun tidak selama lebih dari 3 bulan dan berpendidikan minimal SMA atau sederajat. Responden dalam penelitian ini berjumlah 130 orang. Analisis Multi group dilakukan dalam penelitian ini dengan menggunakan model SEM (Structural Equation Modeling) melalui software AMOS 16 untuk pengujian measurement dan Structural. Hasil penelitian ini menunjukkan bahwa Perceived Social Benefit dan Perceived Informational Benefit memiliki pengaruh positif dan signifikan pada Attitude toward Online Brand Community. Attitude toward Online Brand Community berpengaruh positif dan signifikan terhadap Revisit Intention dan Brand Trust. Moderasi tipe komunitas (MOC dan COC) pada Attitude toward Online Brand Community terhadap Revisit Intention dan Brand Trust tidak signifikan atau dapat dikatakan tidak memiliki makna.

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Published
2015-09-01
Issue
Vol. 4 No. 2 (2016): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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