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INDRA HERMAWAN
Politeknik Negeri Jakarta
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Journal : Asian Journal of Management Analytics

 1 
Community-Driven Brand Loyalty: The Interplay of Experience, Benefits, and Engagement Hermawan, Indra; Ginting, Paham; Rini, Endang Sulistya
Asian Journal of Management Analytics Vol. 3 No. 4 (2024): October 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v3i4.11922

Abstract

The aim of this study is to conduct a comprehensive analysis of the effects of community experience and perceived community benefits on brand loyalty, with brand engagement serving as an intervening variable. Employing a quantitative survey methodology with an associative approach, this research focuses on members of the Sampoerna Retail Community in Area Medan 2, comprising a population of 2,293 individuals. A sample of 180 respondents was selected. Data collection utilized a structured questionnaire, and analytical methods included descriptive analysis and PLS-SEM, ensuring a robust evaluation of the relationships among the key variables. The findings indicate that community experience and the perception of community benefits both exert a positive and statistically significant influence on brand loyalty. While community experience positively influences brand engagement, this relationship does not achieve statistical significance. In contrast, the perception of community benefits significantly affects brand engagement. Furthermore, brand engagement positively impacts member loyalty. Notably, while brand engagement does not mediate the relationship between perceived community benefits and brand loyalty, it does mediate the relationship between community experience and brand loyalty. This research enhances the understanding of the dynamics among these variables within the research context.
Co-Authors Abidin, Iqbal Rizki Adiansyah, Romi Agnita Yolanda, Agnita Albarofi Fierelio Kinandes Sumarsono Aldrine, Zefanya Amin, Astuti Muh Andi Reza Perdanakusuma, Andi Reza Ariawan Andi Suhandana Arijal, Muhamad Ariyudha, Andhika Asep Kurniawan Asep Kurniawan Asep Taufik Muharram Asfat, M Lutfi Asfat, M. Lutfi Asmah Indrawati Ayu Rosyida Zain Azkiya, Satria Azkal Azzahirah, Syifa Bisawab, Muhammad Salman Bobby Umroh Buana Lubis, Arya Chandra Cerah Ayunda Prawastiyo Darianto, Darianto Darwin, Felix Defiana Arnaldy Defiana Arnaldy Dian Noviandri Dimas Aulia Fachrudin Dimas Aulia Fachrudin Dipati Bangsa, Prianda Dula, Veronika Anjelina Efendi, Syah Rinal Eka Miharja, Mochamad Endang Sulistya Rini F. Abka, Achmad Fachroni Arbi Murad Fadil Azhar, Raden Muhammad Fiqryansyah, Muhammad Rizky Ginting, Hotman Habib Satria Hanggara, Buce Trias Harahap, Uun Novalia Iswandi Iswandi Iswandi Iswandi Jufrizal Jufrizal Jufrizal Jufrizal Junio, Fazel Kadarwati, Dinda Kasim, Abdulah Muis Lian Galed S. Lingga, Jimy M. Anwar Ma'sum Malik Matin, Iik Muhamad Marbun, Murahmad Parulian Mardiyono, Anggi Maria Agustin Maria Agustin Marwan Marwan Matin, Iik Muhamad Malik Muh. Amin, Astuti Muhammad Arlan Ardiawan Muhammad Idris Muhammad Idris Muhammad Yusuf Bagus Rasyiidin Mulyani, Meutia Tri Murad, Fachroni Arbi Nasution, Ahmad Syarif Nathanael, David Nina Sevani Nisrina Tsany Sulthanah paham ginting Prawastiyo, Cerah Ayunda Prihatin Oktivasari Putri, Audina Amalia Rachman Hanafi Rahman, Nur Azizah Ramadhan, Muh Syahru Ramadhan, Muhammad Bintang Ratna Widya Iswara, Ratna Widya Rauf, Faisal Risma Nuraini Rosyida, Ayu Sembiring, Beby Karina Fawzea Setianto, Bayu Dwi Seviro Bima Sakti, Calvin Siddik, Ega Sihombing, Verianto Situmorang, Syafrizal Helmi Sudarmi Sudarmi Suhandana, Ariawan Andi Sumarni Sumarni Supriatno, Supriatno Sutama, Muhammad Ilham Syarif Nasution, Ahmad Tampubolon, Rizky Taufik Wal Hidayat, Taufik Wal Tino Hermanto Tuzahra, Alifia Warsuta, Bambang Wibisono, Anggih Prasetyo Widya Iswara, Ratna Widyono, M. Farishanif wirawan, chandra Wisnu Jatmiko Yopan Rahmad Aldori Yudha, Muhammad Dhafa Ragana Zain, Ayu Rosyida Zarmawan, Husri