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Analisis Pengaruh Brand Community Trust dan Brand Community Affect Terhadap Brand Community Commitment Serta Implikasinya Terhadap Repurchase Intention dan Positive E-Word of Mouth: Telaah Pada Konsumen Bluesville Dalam Subforum Local Brand di Darahkubiru

Pense, Muhammad (2015) Analisis Pengaruh Brand Community Trust dan Brand Community Affect Terhadap Brand Community Commitment Serta Implikasinya Terhadap Repurchase Intention dan Positive E-Word of Mouth: Telaah Pada Konsumen Bluesville Dalam Subforum Local Brand di Darahkubiru. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Tujuan – Penelitian ini bertujuan untuk menguji hubungan antara brand community trust, brand community affect, brand community commitment, repurchase intention, dan positive e-word of mouth pada merek Bluesville dalam sub-forum local brand di darahkubiru.com Desain/metodologi/pendekatan – Sebuah kuesioner digunakan untuk mengumpulkan data dari 160 orang anggota darahkubiru.com. Sebuah model persamaan struktural (Structural Equation Model / SEM) di estimasikan menggunakan program AMOS 19.0 Temuan – Brand community affect konsumen darahkubiru berpengaruh positif terhadap brand community commitment. Brand community commitment berpengaruh positif terhadap repurchase intention dan positive e-word of mouth, sedangkan brand community trust berpengaruh negatif terhadap brand community commitment. Keterbatasan penelitian/implikasi – Penelitian ini terbatas pada forum darahkubiru.com dan terbatas pada salah satu merek pakaian tanah air yaitu Bluesville.

Item Type: Thesis (Bachelor Thesis)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
H Social Sciences > HF Commerce > HF5001-6182 Business > HF5549-5549.5 Personnel management. Employment management
Divisions: Fakultas Bisnis > Program Studi Manajemen
Depositing User: mr admin umn
Date Deposited: 22 Jun 2017 03:21
Last Modified: 08 Aug 2017 10:00
URI: http://kc.umn.ac.id/id/eprint/451

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