Dewi Septi Sukmawati, - (2024) PENGARUH BRAND COMMUNITY TERHADAP BRAND LOYALTY AVOSKIN DENGAN BRAND ENGAGEMENT SEBAGAI VARIABEL INTERVENING : Survei terhadap Pengguna Avoskin yang Tergabung dalam Followers Instagram Rubicommunity di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mengetahui gambaran dan pengaruh brand community terhadap brand loyalty dengan brand engagement sebagai variabel intervening pada pengguna Avoskin yang tergabung dalam followers instagram Rubicommunity. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 203 responden. Data diolah secara statistik menggunakan metode simple mediation methods (SMM). Hasil penelitian ini menunjukan bahwa brand community, brand engagement dan brand loyalty berada pada kategori baik. Hasil perhitungan korelasi variabel brand engagement memediasi hubungan antara brand community dan brand loyalty. Berdasarkan hasil penelitian, peneliti merekomendasikan agar Avoskin mempertahankan, mengelola, dan memaksimalkan keberadaan brand community melalui shared conciousness in the community, shared rituals and traditions, dan sense of moral responsibilities. The purpose of this study is to determine the description of brand community, brand engagement, and brand loyalty. In addition, this research aims to examine the influence of brand community on brand loyalty through brand engagement as an intervening variable among Avoskin users who are followers of Rubicommunity on Instagram. The type of research used is descriptive and verification with a quantitative approach. The sampling technique applied in this study is simple random sampling with a sample size of 203 respondents. The data were processed statistically using the Simple Mediation Method (SMM). The results of this study indicate that brand community, brand engagement, and brand loyalty are categorized as good category. The results of the correlation calculations demonstrate that the brand engagement variable mediates the relationship between brand community and brand loyalty. Based on the research results, the researcher recommends that Avoskin maintain, manage, and maximize the existence of brand community through shared awareness in the community, shared rituals and traditions, and sense of moral responsibilities.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Rd Dian Herdiana Utama: 5993184 Dita Amanah: 5976422 |
| Uncontrolled Keywords: | Brand Community, Brand Engagement, Brand Loyalty |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Dewi septi sukmawati |
| Date Deposited: | 23 Jan 2025 08:17 |
| Last Modified: | 23 Jan 2025 08:17 |
| URI: | http://repository.upi.edu/id/eprint/129845 |
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