Analisis pengaruh komunitas merek berbasis media sosial terhadap loyalitas merek studi kasus Air Asia

Deskripsi

This study aimed to investigate the impact of brand community based social media on customer-product relationship, customer-brand relationship, customercompany relationship, and customer-others customer relationship, whereas those relationships will affect to brand trust and brand loyalty. This study focused on 175 samples which joined in brand community of Air Asia. The result of this study indicated that brand community based social media through customer relationships has positive impact to brand trust and brand loyalty.Ada tabel