PENGARUH KOMUNITAS MEREK PADA LOYALITAS PENGGEMAR: STUDI PADA KOMUNITAS PENGGEMAR GRUP BAND SHEILA ON 7

PRANATASARI, FRANSISCA DESIANA (2014) PENGARUH KOMUNITAS MEREK PADA LOYALITAS PENGGEMAR: STUDI PADA KOMUNITAS PENGGEMAR GRUP BAND SHEILA ON 7. Jurnal Magister Manajemen. pp. 1-13.

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Abstract

The research aims to identify the influence of brand community towards Sheila on 7 fans’ loyalty. This research will also examine perception differencesof fans in terms of gender and age. The variable used in this research isthe characteristics of brand community including consciousness of types, rituals and traditions, and moral responsibility to the loyalty of fans. Thisresearch adopted the previous qualitative research conducted by Muniz and O'Guinn (2001). Data collection was conducted by distributing questionnaires to respondents. Respondents of the research consisted of 159 fans of Sheila on 7. They included 93 men and 66 women. The results of the regression analysis conducted by researchers revealed that there is positive variables influence towards types of consciousness, rituals and traditions, moral responsibility to loyalty. By using independent sample t – test, researchers obtained results that there was no difference in the perception of variable consciousness of types, rituals and traditions, moral responsibility, and loyalty in terms of gender. By using Anova test, the researcher found that there were no differences in outcome variables consciousness of types and moral responsibility in terms of age and otherwise there were different variables as well as the rituals and traditions of moral responsibility in terms of age. Therefore, a good brand community management needs to be done by all the management of a band in keeping the fans as the loyal supporter of the band and consumer for the band product.

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