Title: THE INFLUENCE OF BRAND COMMUNITY IDENTIFICATION ON THE ANTECEDENTS OF BRAND LOVE AND BRAND COMMITMENT: A STUDY ON THE JUVENTUS CLUB INDONESIA COMMUNITY
Authors: I PUTU SEPTIAN ADI PRAYUDA
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The purpose of this research is to determine the influence of brand community identification on brand identification and brand trust, the influence of brand identification and brand trust on brand love, the influence of brand love on brand commitment, the influence of brand identification and brand trust on brand commitment. The population in this study were all members of the Juventus Club Indonesia community. The members in question are people who have joined Juventus Club Indonesia and have a community membership card. The number of samples in this study was 138 respondents. The analysis technique used is Structural Equation Modeling (SEM) using the AMOS 22.0 program. The research results show that there is a significant influence between the variables brand community identification, brand identification, brand trust, brand love, and brand commitment. An insignificant influence occurs on the relationship between brand trust and brand commitment which is due to the belief from community members that it is unlikely that the Juventus football club will no longer exist. This causes his relationship with the level of feeling to maintain relations with the Juventus football club to be insignificant.
Keywords: Brand community identification, brand identification, brand trust, brand love, brand commitment, Juventus Club Indonesia
Sources: http://repository.unair.ac.id/61101/
