Brand Community Untuk Memprediksi Brand Loyalty Pada Pelanggan Motor Vespa Dengan Brand Trust Sebagai Media Motor / Martin Oktavianus

Oktavianus, Martin (2017) Brand Community Untuk Memprediksi Brand Loyalty Pada Pelanggan Motor Vespa Dengan Brand Trust Sebagai Media Motor / Martin Oktavianus. Skripsi thesis, Universitas Tarumanagara.

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Abstract

This study aimed to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers), which in turn affect brand trust, and will ultimately affect brand loyalty. There are three hypotheses has been tested in this study. Research method that used in this study is the survey method with quantitative approach. The data were obtained from 200 respondents through questionnaires which distributed to customers who are members of the brand community Scooterfixed on instagram. The result of the hypotesis testing show that brand communities based on social media have positive effects on the relationships between customers and brands, products, companies, and other customers, which in some hypothesis had positive effects on brand trusr and brand trust has positive effects on brand loyalty.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 29 Jun 2018 08:47
Last Modified: 28 May 2021 12:48
URI: http://repository.untar.ac.id/id/eprint/2283

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