Hubungan Brand Community dengan Perilaku Prososial Komunitas Sepeda Motor di Bandung

Habibi, M. Husni (2015) Hubungan Brand Community dengan Perilaku Prososial Komunitas Sepeda Motor di Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengatahui data empiris Hubungan Brand Community dengan Perilaku Prososial Anggota Aktif Tiger Association Bandung (TAB). Penelitian ini menggunakan pendekatan kuantitatif dengan teknik korelasional. Penentuan sampel dalam penelitian ini menggunakan teknik studi populasi, yang mana seluruh anggota aktif TAB digunakan sebagai sampel yaitu sebanyak 145 orang. Pengumpulan data dilakukan dengan metode kuesioner menggunakan instrumen brand community yang dibuat oleh peneliti berdasarkan teori Muniz& O’Guinn (2001) dan instrumen perilaku prososial yang dibuat oleh peneliti berdasarkan teori Mussen (1989). Brand community memiliki hubungan yang cukup signifikan dan positif dengan perilaku prososial anggota aktif TAB. Nilai koefisien korelasi sebesar 0,408 menunjukkan hubungan yang sedang dan Sig. (2-tailed) menunjukkan nilai signifikasi 0.000. Selain itu hasil dari koefisien determinasi menunjukan besarnya kontribusi variabel brand community terhadap variabel prososial sebesar 16,6%, itu menjelaskan bahwa variabel brand community hanya memberikan kontribusi 16,6% terhadap perilaku prososial, sebanyak 83,4% perilaku prososial dipengaruhi oleh variabel lain. Berdasarkan hasil dari penelitian, peneliti menyarankan anggota aktif TAB untuk meningkatkan keterikatan antar anggota komunitas honda Tiger dengan cara memberikan kesempatan yang berbeda dengan orang diluar komunitas, seperti akses khusus untuk anggota komunitas honda tiger. Selain itu, peneliti menyarankan anggota TAB untuk meningkatkan kesediaan meningkatkan kesediaan bertindak jujur, kesediaan untuk melakukan sesuatu seperti apa adanya, tidak berbuat curang terhadap orang lain. This research aimed to know the empirical data Brand Community Relations with Member Prosocial Behavior Active Tiger Association Bandung (TAB). This study uses a quantitative approach to the correlation technique. The samples in this study using the technique of the study population, which means all active members of the TAB is used as a sample as many as 145 people. Data was collected through questionnaire method using community brand instruments made by the researcher based on the theory from Muniz and O'Guinn (2001) and prosocial behavior instrument made by the researchers based on the theory from Mussen (1989). Brand community has a positive significant relationship and prosocial behavior of active members TAB. Correlation coefficient of 0.408 showed a moderate and Sig. (2-tailed) showed significant value 0.000. In addition, the results of the determination coefficient indicates the contribution of the variable to variable prosocial community brand by 16.6%, it is clear that the variable of brand community contributes only 16.6% of prosocial behavior, as many as 83.4% of prosocial behavior is influenced by other variables. Based on the results of the study , the researchers suggest active members TAB to increase engagement among community members honda Tiger by providing different opportunities to people outside the community , such as special access for community members honda tiger . In addition, the researchers suggest members TAB to increase the willingness of improving willingness to act honestly , willingness to do something as it is, do not cheat on others .

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S PSI HAB h-2015; Pembimbing : I. Ita Juwitaningrum, II. Diah Zoleha Wyandini
Uncontrolled Keywords: Brand community, Perilaku prososial, Tiger Association Bandung
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User: Mr. Tri Agung
Date Deposited: 07 Oct 2015 07:41
Last Modified: 07 Oct 2015 07:41
URI: http://repository.upi.edu/id/eprint/17698

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