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Dian Wardiana Sjuchro
Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Indonesia
Religion Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

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Journal : PRofesi Humas

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Building brand loyalty through community Sjuchro, Dian Wardiana; Surachman, Akhmad Yani; Dahana, Wirawan Dony; Nurfauziah, Isni
PRofesi Humas Vol 9, No 2 (2025): February 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v9i2.58569

Abstract

Background: Brand loyalty may be more fluid in the digital era. Consumers can easily switch to another brand if they find a product with better reviews or a more attractive offer. Brand loyalty can be built or maintained through online brand communities with a social capital approach. Purpose: The study aimed to describe brand loyalty building through communities. Methods: It used a descriptive qualitative approach to gain deeper insights. Data were collected from relevant academic journals, scientific magazines, previous research results, books, industry magazines, and various newspapers. The data analysis consisted of three streams of activities: data reduction, data presentation, and conclusion drawing/verification to ensure accuracy.  Results: The study results illustrated that brand loyalty can be effectively built, maintained, and improved through well-established brand communities that meet the essential elements of shared language, shared vision, reciprocity, and social trust, fostering deeper connections among members. Conclusion: A credible brand community will encourage consumers and potential consumers to constantly build and improve long-term relationships to interact so that the brand community can transfer brand knowledge to them. Implications: A credible brand community can be built after fulfilling the elements of shared language, shared vision, reciprocity, and social trust – critical factors in increasing brand loyalty behavior.
Co-Authors -, Muhaemin Aat Ruchiat Nugraha Abie Besman Abriani, Andi Aceng Abdullah Achmad Abdul Basith Adiputra, Andika Vinianto agus rahmat Agus Rusmana Agus Rusmana Agus Setiaman ahmad yani Akbar Iskandar Akhmad Yani Surachman Amalia, Efrina Gerda Amdan, Nana Sutisna Ana Rusmardiana Ardiansyah Goeliling Asfar, Dedy Ari Ayu Indra Wardhani Bagus Setya Rintyarna Basith, Ahmad Abdul Budi Santoso Casmudi Casmudi Cut Meutia Karolina Dade Prat Untarti Dahana, Wirawan Dony Deddy Mulyana Dendi Pratama Desyandri Desyandri Dewi Yanti Diah Fatma Sjoraida Dina Oktavia Dwi Budi Santoso Dwi Masrina Edwin Rizal Efi Fadilah Eka Yusup Elnovani Lusiana Eni Maryani Evi Novianti Evi Nursanti Rukmana Evi Nursanti Rukmana, Evi Nursanti Eza Aldonna Fajar Hariyanto Fitri Daryanti Franck Lavigne Franck Lavigne, Franck Hanifa Yusliha Rohmah Hanny Hafiar Hanny Hafiar Harliantara Harliantara Harlita Nindhasari Husnun Nasriah Nasriah Hussain, Zulkifli Ichsan Adil Prayogi Irawan, Rahmat Edi Iriana Bakti Iriyanti Mendayun Isiaka Zubair Aliagan Isni Nurfauzia Jenny Ratna Suminar Jimi Narotama Mahameruaji Kheokao, Jantima Kinanti, Dhea Ananta Kurnia, Moh. Mirza Kusumanegara, Idris Lani Gumilang Liliweri, Aloysius Lukman Samboteng & Rulinawaty Kasmad Lusi Romaddyniah Sujana Lusi Romaddyniah Sujana, Lusi Romaddyniah Lutfi Khoerunnisa Lutfi Khoerunnisa Mansyur Mansyur Maryani, Eni Mateo Jose A. Vidal Mohamad Sapari Dwi Hardian Muhaemin Muhaemin Muhammad Arif Rahman Nadhifa Viannisa Nana Sutisna Amdan Nugraha, Aditia Nurfauziah, Isni Nuryah Asri Sjafirah Nuryah Asri Sjafirah, Nuryah Asri Nuryah Asri Sjarifah Nuryah Asri Sjarifah, Nuryah Asri Osrita Hapsara Pandan Yudhapramesti Petrus Ana Andung Prasastiningtyas, Widyapuri Prasetya, Tri Budi Priana, Ronny Yudhi Septa Priyo Subekti Priyo Subekti Purbandian, Adithya Satya Purwanti Hadisiwi Putri, Liza Diniarizky Qorinah Estiningtyas Sakilah Adnani R. Nia Kania Kurniawati Rachman, Reza Saeful Rahmatiah Ramadhan, Aditya Ramon K. Santos III Rezeki, Syailendra Reza Irwansyah Ria Mahdia Fitri Rina Fitriana, Rina Rinda Aunillah Sirait Ronny Yudhi Septa Priana, Ronny Yudhi Rulinawaty Rulinawaty Rully Khairul Anwar S. Kunto Adi Wibowo Safina Zora Hassanah Santi Susanti, Santi Sapari Dwi Hadian Sehabudin, Aang Septiana Yustika Widyaningrum Sri Seti Indriani Sudarmi Sudarmi Sunardi Surya Dewi Susie Perbawasari Sutisna, Nana SYAHRIAL SYAHRIAL Tansah Rahmatullah Taufik Murtono Teddy Kurnia Wirakusumah Tripalupi, Merry Fridha Ute Lies Siti Khadijah Viannisa, Nadhifa Wahyuanto, Eko Willya Achmad Winda Ersa Putri Yanti Setianti Yoki Yusanto Yusanto, Yoki Yusanto, Yoki Zainal Abidin