CUSTOMER DEVOTION TOWARDS CULT BRANDS: A CASE STUDY OF MAC USERS GROUP IN JOGJAKARTA

Panjalu, Rangsang Tunggul (2010) CUSTOMER DEVOTION TOWARDS CULT BRANDS: A CASE STUDY OF MAC USERS GROUP IN JOGJAKARTA. S1 thesis, UAJY.

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Abstract

The purpose of the research in this thesis is to investigate whether consumer devotion to a certain brand exists in Indonesia, particularly in Jogjakarta and to investigate whether the antecedents creating the devotion are the same in Indonesia and the one globally. The research methods were using case study approach with literature review, focus group discussion, and observations, and this research use purposive sampling. The data was then analyzed using content analysis. From the analyzed data it can be concluded in a whole that customer devotion has already begun to be formed among the Mac Users in Jogjakarta but some antecedents have not yet been successfully sacralized. Other successfullysacralized antecedents have developed into affective commitment. Some of the informants have shown the devotion the brand while some others have not.

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