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Analisis pengaruh sosial dari brand community : ( Studi kasus : Komunitas BMW car club of Indonesia)
This research investigates how brand loyalty intentions formed by activities such as interaction in a brand community on one of the automotive product, specifically in four wheeled vehicle. The object of this research is BMW user, who joined brand community called BMW Car Club of Indonesia. In this research, Structural Equation Modeling (SEM) with LISREL 8.51 program has been used to process the data. The result shows that such interaction and brand community tradition and rule has a significant and positive effect to form brand loyalty intentions. Furthermore, among two moderating variables, it is proven to affect the positive and negative relationships in this research. Interpretations, limitations, and managerial implications are discussed furtherAda tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8128 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Brands Brand community Brand royalty BMW |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 155 p. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |