SOCIAL MOTIVATIONS FOR BRAND LOYALTY: A Research of Conformity versus Escapism on Blackberry Smart Phone Users

MOCHAMAD SURYO HUTOMO P., Prof. Dr. Basu Swastha Dharmmesta, MBA

2013 | Skripsi | MANAJEMEN

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This research is held to find out whether Indonesia citizen is purchasing Blackberry Smartphone either for self image, social acceptance or based on the brand loyalty. Due to the booming of Blackberry Smartphone in Indonesia on this year, a research of 300 users is conducted. The research involves some motivations in the society, Conformity and escapism motivation, the self-image, and also the product knowledge of the Blackberry Smartphone user which can affect the brand loyalty at the end of the study. The finding from the research reveals that most of the Blackberry Smartphone users in Indonesia are fulfilling their needs to be accepted in the society. Through the structured report of the research that the researcher was conducted, the researcher hope the reader will be able to find information regarding the Blackberry Smartphone users in Indonesia.

Kata Kunci : Escapism  motivation;  Conformity  Motivation;  Self‐Image  Congruence;  Product  Knowledge;  Brand  loyalty; BlackBerry Smartphone in Indonesia