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All Journal Terbuka Journal of Economics and Business Jurnal Pengabdian Bisnis dan Akuntansi Soedirman Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis
Luhita, Tiladela
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Terbuka Journal of Economics and Business

 1 
THE INFLUENCE OF ONLINE BRAND COMMUNITY, PRODUCT QUALITY, AND PRICE ON BRAND LOYALTY Faqih, Muhamad; Luhita, Tiladela
Terbuka Journal of Economics and Business Vol. 1 No. 1 (2020)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarkat-Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (319.992 KB) | DOI: 10.33830/tjeb.v1i1.761

Abstract

The purpose of this study is to examine the influence of online brand community, product quality, and price on brand loyalty study. To this end, questionnaires were distributed to 96 respondents selected purposively based on three criteria: aged at least 17 years old, having used Xiaomi smartphones for at least one year, and registered as members of Mi Community for at least one year. Data analysis was performed using multiple regression analysis. The results show that the online brand community, product quality, and the price had a positive influence on brand loyalty both partially and simultaneously.
Co-Authors Cahyaningtyas Ria Uripi Cahyo, Heru Faqih, Muhamad Khairurrizqo, Khairurrizqo Kiky Srirejeki, Kiky Octisari, Sully Kemala Purnomo, Sodik Dwi Roesiana, Monica Sundari, Sri