PENGARUH BRAND COMMUNITY COMMITMENT TERHADAP BRAND LOYALTY Studi pada Outlet Telkomsel di Sidoharjo

Astari Sophia Annemarie, Dr. Shellyana Junaedi, M.Si

2012 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk menganalis pengaruh dari variabel trust dan affect pada brand community commitment. Kemudian bagaimana brand community commitment mempengaruhi perilaku loyalitas (repurchase intention, word of mouth, constructive complaint. Selanjutnya brand community commitment sebagai variabel mediasi antara variabel trust dan affect terhadap repurchase intention, word of mouth, constructive complaint. Penelitian ini menjadi menarik untuk dilakukan karena komunitas outlet Telkomsel ini berperan serta dalam meningkatkan kinerja Telkomsel. Kolaborasi antara komunitas dengan perusahaan ini dapat memberikan manfaat yang positif seperti memberikan pengaruh (influences) melalui word of mouth untuk merekomendasikan produk Telkomsel dan juga membangun image dari brand Telkomsel itu sendiri. Adapun metode yang digunakan adalah metode survey kepada 96 responden anggota Red Outlet Community Sidoarjo. Penelitian ini dilakukan secara kuantitatif, menggunakan kuesioner dengan skala likert dan SPSS 17, 0 for Windows, sebagai alat pengolahan data. Hasil penelitian ini antara lain bahwa variabel affect berpengaruh positif dan signifikan pada brand community commitment, dan variabel trust berpengaruh negatif dan tidak signifikan. Variabel Brand Community Commitment berpengaruh terhadap repurchase intention, word of mouth, constructive complaint.

This paper purpose to analyze the influence of variables brand community affect and brand community trust towards brand community commitment; and also examine the influences of brand community commitment towards loyalty behaviors (repurchase intention, word of mouth, complaint constructive. Further brand community commitment as a mediating variable between variables affect and trust and intention to repurchase, word of mouth, complaint constructive. The findings of this research had practical implications to understand Red Outlet Community may improve the performance of Telkomsel as the market leader of cellular operators in Indonesia. The collaboration between the community and Telkomsel can provide positive benefits such as an impact to buyers through word of mouth to recommend products Telkomsel, and also for building good brand image of Telkomsel itself. Using multiple regression analysis, this research was done in quantitative and using a questionnaire with likert scale and SPSS 17, 0 for Windows, as a tool of data processing. The results of this study include that variable affect on the brand community commitment has positive and significant, and trust variables have negative and insignificant. Brand Community Commitment has positive and significant results on repurchase intention, word of mouth, complaint constructive.

Kata Kunci : brand community, brand trust & brand affect, brand community commitment, repurchase intention, word of mouth, constructive complaint