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:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.5 Management of Production > 658.56 Management Product Analysis 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Divisions:	Faculty of Business > Management
Depositing User:	Administrator UMN Library
Date Deposited:	22 Jun 2017 03:21
Last Modified:	10 Apr 2023 03:42
URI:	https://kc.umn.ac.id/id/eprint/451

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