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Nora Anisa Sinulingga
Politeknik Trijaya Krama
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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ANTECEDENTS DAN CONCEQUENCES DARI BRAND COMMUNITY Nora Anisa Sinulingga
JURNAL MUTIARA MANAJEMEN Vol 4 No 1 (2019): JURNAL MUTIARA MANAJEMEN
Publisher : UNIVERSITAS SARI MUTIARA INDONESIA

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisi pengaruh dari self identification terhadap social identification dan bagaimana kedua pengaruh dari kedua variabel tersebut terhadap brand community dan bagaimana pengaruh dari brand community terhadap loyalty serta bagaimana pengaruh dari brand community dan loyalty terhadap word-of-mouth. Kerangka konseptual terdiri dari konstruk-konstruk berikut ini : self identification, social identification, brand community, loyalty dan word of mouth. 6 hipotesis diuji dalam penelitian ini. Uji instrument digunakan untuk menguji validitas dan reabilitas dari pengukuran, sementara structural equation model digunakan untuk menguji hipotesis. 150 orang responden yang ada di kota Medan, yang pernah berkunjung ke Zara dan membeli produknya . Hasil pengujian menunjukan bahwa self identication memiliki pengaruh positif terhadap social identification dan brand community serta social identification juga memiliki pengaruh terhadap brand community. Sementara itu brand community memiliki pengaruh positif terhadap loyalty dan word of mouth. Hasil penelitian juga menunjukan bahwa loyalty tidak memiliki pengaruh positif terhadap word of mouth.
Faktor-Faktor Yang Mempengaruhi Identification, Brand Community, Loyalty Dan Word Of Mouth Pada Produk Zara Nora Anisa Sinulingga
Jurnal Mantik Penusa Vol. 1 No. 1 (2017): Volume 1 No 1 Juli 2017 (Online) Jurnal Mantik
Publisher : Lembaga Penelitian dan Pengabdian (LPPM) STMIK Pelita Nusantara Medan

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AbstractThe purpose of this study was to analyze the effect of self-identification on  social identification and how both of these two variables influenced  brand community , this study also seek to find and the influence of brand community on loyalty and word of mouth and the impact from loyalty on word of mouth The conceptual framework consists of the following constructs: self identification, social identification, brand community, loyalty and word of mouth. Six  hypotheses tested in this study . Instrument test of validity and reliability used to test the validity of the measures, while structural equation model was used in hypotheses testing. Data were collected from 150 respondents who had been to Zara Store and buy Zara Product. The results showed that self identication has a positive influence on social identification and brand community and social identification also has an influence on brand community. Meanwhile, the brand community has a positive influence on loyalty and word of mouth. The results also show that loyalty does not have a positive influence on word of mouth. Keywords : Self identification, social identification, brand community, loyalty, word of mouth
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