Terbuka Journal of Economics and Business
Vol. 1 No. 1 (2020)

THE INFLUENCE OF ONLINE BRAND COMMUNITY, PRODUCT QUALITY, AND PRICE ON BRAND LOYALTY

Faqih, Muhamad (Unknown)
Luhita, Tiladela (Unknown)

Article Info

Publish Date
01 Mar 2020

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.

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Journal Info
Terbuka Journal of Economics and Business
Website

Abbrev

tjeb

Publisher

Universitas Terbuka

Subject

Economics, Econometrics & Finance

Description

Terbuka Journal of Economics and Business particularly focuses on the main problems in economics and business areas in South East Asia region as follows: Business studies Entrepreneurship Microeconomics Behavioral economics Government regulation, taxation Macroeconomics Financial markets, investment ...