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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Vivi Sudianto
Universitas Surabaya
Education

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PENGARUH COMMUNICATION, RITUALS/SYMBOLS, BRAND HISTORY, SERTA BRAND COMMUNITY IDENTIFICATION TERHADAP EMOTIONAL ATTACHMENT DJARUM BLACK MOTOR COMMUNITY (BMC) DI SURABAYA Sudianto, Vivi
CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya Vol 2, No 2 (2013): CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Publisher : University of Surabaya

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruhcommunication, rituals/symbols, brand history terhadap brand communityidentification serta pengaruh brand community identification terhadap emotionalattachment Djarum Black Motor Community (BMC) Surabaya. Teknikpengambilan sampel yang digunakan dalam penelitian ini adalah teknikprobability sampling dengan jenis simple random sampling. Hasil penelitian inimenunjukkan adanya pengaruh Communication terhadap Brand CommunityIdentification, Rituals/Symbols terhadap Brand Community Identification, BrandHistory terhadap Brand Community Identification, serta Brand CommunityIdentification terhadap Emotional Attachment Djarum Black Motor Community(BMC) di Surabaya.
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