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All Journal Jurnal Sinergitas PkM & CSR Jurnal Sains Sosio Humaniora MABIS: Manajemen dan Bisnis BALANCE: Economic, Business, Management and Accounting Journal Jurnal Fokus Manajemen Bisnis Jurnal Hurriah: Jurnal Evaluasi Pendidikan dan Penelitian Jurnal Muhammadiyah Manajemen Bisnis (JMMB)
Hendro Setyono
Fakultas Ekonomi Dan Bisnis, Universitas Ahmad Dahlan, Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Mathematics Public Health Social Sciences

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Journal : MABIS: Manajemen dan Bisnis

 1 
PENGARUH BRAND COMMUNITY INTEGRATION DAN KEPUASAN PADA LOYALITAS Hendro Setyono
Journal of Management and Business Vol 9, No 1 (2010): MARCH 2010
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (14663.842 KB) | DOI: 10.24123/jmb.v9i1.155

Abstract

The main currents of thought that satisfaction becomes an important variable of customer loyalty need to be expanded and developed. Maintain customer loyalty by keeping only the satisfaction, according to some researchers is not enough. Marketers need to put consumers in a "complex web of connections" to generate loyalty. This complex network of relationships is called the "brand community integration." This research examines the influence of brand community integration and satisfaction on loyalty research conducted at two service centers which include a cafe and fitness center. Sampling using quotas are taken at each service center with 250 respondents. Respondents in each service are grouped into two groups of experienced and inexperienced groups. Data analysis conducted separately between the two services using structural equation modeling analysis (SEM) for data analysis shows that satisfaction at the cafe does not become a mediator between brand community integration and loyalty to the group which lacks of experience. On the other hand, the analysis of sample data in the fitness center shows that satisfaction becomes a mediator between brand community integration and loyalty to the group which lacks of experience.
Co-Authors Ahmad Rizal Solihudin Alo Rahmawati Mulyana Dyah Fitriani Dyah Fitriani Fajar Ramadhan Fitroh Adhilla Galih Widhiyanto Hari Haryadi Indria Dewi Tufiqiyah Komarudin Komarudin Lisma Aniyati Lita Ningrum Afriani Winda Pangesti