The Influence of Value Co-Creation Practice, Perceived Benefit and Brand Community Commitment on Brand Loyalty in the Polygon Indonesia Bicycle Community Facebook Group
Amount: The Influence of Value Co-Creation Practice, Perceived Benefit and Brand Community Commitment on Brand Loyalty in the Polygon Indonesia Bicycle Community Facebook Group
Author: Ali Imaduddin Futuwwah
Item Type: Thesis
Memberships: Master of Management Science Study Program, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia
Publisher: Airlangga University
Abstract
An online-based brand community has developed in Indonesia and many companies have adopted it to build customer loyalty. In this study, we want to dissect the phenomenon of value co-creation activities that occur in the online brand community, namely the Indonesian Polygon Bike Community (KSPI). KSPI is a popular community in Indonesia and its members are Polygon bicycle users. KSPI members interact through social media using Facebook groups. In this study, the evaluation of the research model uses the Partial Least Square (PLS) analysis tool. The findings from 174 respondents explained that the existence of value co creation practices such as social networking, impression management, community engagement and brand use had a positive effect on several perceived benefit variables. Other findings also explain that three of the four perceived benefit variables have a positive effect on brand community commitment of members including social benefits, self-esteem benefits and hedonic benefits. Brand community commitment has a positive effect on brand loyalty.
Keywords : Value Co Creation Practice, Perceived Benefit, Brand Community Commitment, Brand Loyalty and KSPI
