PENGARUH PRAKTIK SOCIAL NETWORKING, KEPERCAYAAN MEREK DAN LOYALITAS MEREK PADA KOMUNITAS MEREK ONLINE

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Field Value
 
Title PENGARUH PRAKTIK SOCIAL NETWORKING, KEPERCAYAAN MEREK DAN LOYALITAS MEREK PADA KOMUNITAS MEREK ONLINE
 
Creator Futuwwah, Ali Imaduddin
Mardhiyah, Dien
 
Description The development of the internet made the brand community move to online activities by using a social media chat group platform. This study aims to examine the relationship between social networking and brand trust on brand loyalty in the online brand community. Data were collected through a questionnaire of 150 respondents. Through SEM analysis (PLS), the results show that social networking has a positive effect on brand trust and trust mediates the relationship between social networking and brand. This finding implies that the brand community must pay attention to social networking activities that can increase brand trust and brand loyalty. Companies and communities need to think about how to develop strong relationships and bonds between members so that members feel the value of the brand and build a strong commitment with the brand.
Key words: Online-based brand community, social networking, brand trust, brand loyalty, partial least square
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2019-08-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/269
10.36226/jrmb.v4i3.269
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 4 No 3 (2019); 349 - 364
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/269/156
 
Rights Copyright (c) 2019 Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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