Dorongan Internal dan Eksternal pada Keterlibatan Konsumen dalam Komunitas Merek
DOI:
https://doi.org/10.30595/medek.v23i1.16778Keywords:
Brand ommunity, brand passion, community normative presure, brand loyaltyAbstract
Pemasaran melalui komunitas memberi banyak peluang pada merek untuk mendapat masukan dan umpan balik. Penelitian sebelumnya telah mengungkapan bahwa keterlibatan konsumen dalam komunitas merek akan menuntun mereka pada loyalitas merek. Keterlibatan konsumen dalam komunitas ini didorong dari adanya rasa berkomunitas yang tinggi dan juga terdapat norma dalam komunitas yang mengikat para anggota komunitas. Penelitian ini akan mencoba melakukan pengujian yang lebih jauh mengenai dorongan dari mana yang memiliki pengaruh yang lebih besar pada keterlibatan konsumen dalam komunitas. Apakah dorongan dari dalam diri anggota komunitas atau dorongan dari norma yang melekat dalam komunitas tersebut. penelitian ini menggunakan komunitas penggemar K-POP di surakarta sebagai objek penelitian. Pengujian hipotesis menggunakan analisa SEM. hasil pengujian statistik menunjukkan bahwa loyalitas konsumen meningkat akibat adanya dorongan dari dalam diri anggota komunitas yang terlibat dalam komunitas.References
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