BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi
Vol. 17, No. 1

Pengaruh Komunitas Merek terhadap Word of Mouth

BASALAMAH, FAUZAN MUHAMMAD (Unknown)

Article Info

Publish Date
11 Feb 2011

Abstract

This research examines the implications of brand community of Honda Vario Club toward the words of mouth of Honda Vario. This research aimed to study the effect of brand community on the words of mouth in Honda Vario Club, and the dimensions of brand community which significantly influence the words of mouth in Honda Vario Club. The data of this quantitative research were collected through questionnaires filled out by members of Honda Vario Club. The result shows that the brand community significantly influences the words of mouth in Honda Vario Club. In addition, the customer-company relationships and customer-brand relationships also significantly influence the words of mouth.

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Journal Info
BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi
Website

Abbrev

publication:jbb

Publisher

Universitas Indonesia

Subject

Economics, Econometrics & Finance Social Sciences

Description

The scope includes but is not limited to: public policy, administrative reform, local government studies, public and private governance, digital governance and business, digital finance, innovation, entrepreneurship, small businesses, people and culture in organization, knowledge management, ...