Research Article
The Role of Brand Community in Creating Loyalty
@INPROCEEDINGS{10.4108/eai.5-8-2020.2301210, author={Ihwan Susila and Edy Purwo Saputro and Pamula Mahardhika}, title={The Role of Brand Community in Creating Loyalty}, proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2020}, month={10}, keywords={brand loyalty brand management brand community}, doi={10.4108/eai.5-8-2020.2301210} }- Ihwan Susila
Edy Purwo Saputro
Pamula Mahardhika
Year: 2020
The Role of Brand Community in Creating Loyalty
ICBAE
EAI
DOI: 10.4108/eai.5-8-2020.2301210
Abstract
This study aimed to analyze factors that influence customer loyalty in automotive product. A survey was carried out on a sample of 162 automotive community members with purposive sampling technique. Data anlysis using structural equation modelling. The research model included several variables tested by SEM including self-congruity, brand community effect, brand community trust, affective commitment, continuance commitment, repurchase intention, word-of-mouth communication, and constructive complain. The results indicate that brand affective commitment and brand continuence commitmen have important role in creating customer loyalty with different dimennsions. Self-congruity positively influnces repurchase intention mediated by continuance commitment. Brand community trust positively influences positive word-of-mouth communication and constructive complaint mediated by affective commitment.
