THE INFLUENCE OF ONLINE BRAND COMMUNITY, PRODUCT QUALITY, AND PRICE ON BRAND LOYALTY
DOI:
https://doi.org/10.33830/tjeb.v1i1.761Keywords:
Online Brand Community, Product Quality, Price, Brand LoyaltyAbstract
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.
References
Brogi, Stefano. (2013). Online Brand Communities: A Literature Review. Procedia - Social and Behavioral Sciences. 109. 385-389. 10.1016/j.sbspro.2013.12.477.
Brogi, Stefano et al.,(2013). The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry. International Journal of Engineering Business Management Special Issue on Innovations in Fashion Industry. DOI: 10.5772/56854
Benny, Deviana dan Sukartaatmadja, Iswandi.(2014).Pengaruh kualitas produk dan kualitas pelayanan terhadap loyalitas merek.STIE Kesatuan Bogor
Cahyaning Dewi, Ni Nyoman Ayu Suri Tri; Suasana, I Gusti Agung Ketut Gede.(2014). Pengaruh kualitas produk, citra merek, dan materialisme terhadap loyalitas merek pengguna produk apple di kota denpasar. E-Jurnal Manajemen, [S.l.], v. 3, n. 3, mar. .ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/Manajemen/article/view/7282>. Date accessed: 08 Oktober 2019
Durianto, D., Sugiarto, & Sitinjak, T.(2001). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. Jakarta: PT. Gramedia Pustaka Utama.
Durianto, D., Sugiarto, & Sitinjak, T.(2004). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. Jakarta: PT. Gramedia Pustaka Utama.
Gounaris, S. dan Stathakopoulos, V.(2004). Antecedents and consequences of brand loyalty : an empirical study. Journal of Brand Management, 11(4),283-306.
Gipson, Daniel Lord dan Tricahyono Dodie.(2015). Pengaruh brand community terhadap brand loyalty studi kasus Kymco Group Bandung.e-Proceeding of Management : Vol.2, No.3Desember 2015; p 2903
Hur, W., Ahn, K. and Kim, M. (2011). Building brand loyalty through managing brand community commitment. International Journal of Management Decision, Vol. 49 No. 7, pp. 1194-1213.
Jagad, Langlang.(2011). Pengaruh kualitas produk terhadap kepercayaan merek serta implikasinya pada loyalitas merek.S2 thesis. Universitas Pendidikan Indonesia
Jr, Albert M. Muniz and O’Guinn, Thomas C. (2001). Brand Community. Journal Of Consumer Research, University Of Illinois. Vol 27, No. 4, pp. 412-432
Kotib, Muchamad Ali.(2013). Pengaruh kepuasan konsumen, harga, promosi dan kualitas layanan terhadap loyalitas merek pengguna kartu Indosat Mentari di desa Papringan Kudus.Skripsi. Universitas Muria Kudus
Kotler,Philip.(2002). Manajemen Pemasaran, Edisi Millenium, Jilid 2, PT Prenhallindo, Jakarta
Kotler, Philip.(2007). Manajemen Pemasaran, Jilid 2, Edisi 12, PT Indeks., New Jersey.
Kotler, dan Keller. (2012). Manajemen Pemasaran.
Edisi 12. Jakarta: Erlangga
Makayasa, Adi.(2015). Pengaruh brand community terhadap loyalitas merek dengan sistem operasi android Universitas Pendidikan Indonesia Repository.upi.edu perpustakaan.upi.edu
Mardino, Mochamad dan Tricahyono, Dodie.(2015).Pengaruh brand community terhadap brand loyalty (studi kasus pada komunitas Naked Wolves Indonesia.e-Proceeding of Management : Vol.2,No.3 Desember 2015; p 2355
Nugroho, Aditya Catur. (2017).Pengaruh Harga, kepuasan konsumen, dan kualitas produk terhadap loyalitas merek sepeda motor Honda.Skripsi. Universitas Muhamadiyah Surakarta.
Oktaviani, Rani.(2016).Pengaruh kualitas produk, kepercayaan merek,dan kepuasan konsumen terhadap loyalitas merek.Skripsi. Universitas Negeri Yogyakarta.
Riyansa, Ardi. (2017). Pengaruh brand community terhadap loyalitas merek scooter matic Vespa Piaggio. Skripsi. Universitas Lampung
Saputra, Angga.(2014).Pengaruh harga, kualitas, nilai yang dirasakan, dan pelayanan terhadap loyalitas merek pada konsumen KFC di Surabaya. STIE Perbanas Surabaya
Siregar et. al. (2017). Pengaruh brand community terhadap loyalitas merek (studi pada komunitas Grand Vitara). Universitas Islam Bandung. Prosiding Manajemen Volume 3, No. 2 Tahun 2017
Sugiyono (2015). Metode Penelitian & Pengembangan Research and Development. Penerbit AlfaBeta. Bandung.
Suliyanto. (2006). Metode Riset Bisnis. Yogyakarta: Penerbit Andi.
Suliyanto. (2011). Ekonometrika Terapan: Teori dan Aplikasi dengan SPSS. Yogyakarta: Andi.
Tommy dan Kristianti, Rina Adi. (2018). Pengaruh kepuasan konsumen, harga, kualitas produk, dan promosi terhadap loyalitas merek alat angkat (crane) PT. ABC. Conference on Management and Behavioral Studies. Universitas Tarumanegara
Yudianto,Yefri,(2009).Pengaruh Brand Community Terhadap Loyalitas Merek Sepeda Motor Yamaha, Skripsi, Program Sarjana Psikologi, Sumatera Utara.
INTERNET SOURCE
https://www.ayooberita.com/berita-----2018-pengguna-smartphone-indonesia-tembus-103-juta-orang
https://www.medcom.id/teknologi/news-teknologi/8Ky4VyEk-membongkar-jeroan-xiaomi-redmi-note-7
https://c.mi.com/thread-1704946-1-0.html
