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The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya Felyshia Aditya Kurniawan; Michael Adiwijaya
Petra International Journal of Business Studies Vol. 1 No. 1 (2018): JUNE 2018
Publisher : Master of Management Study Program, Faculty of Business and Economics - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (470.11 KB) | DOI: 10.9744/ijbs.1.1.11-22

Abstract

The internet has become a human lifestyle. Many business people took advantage of this opportunity to market their business by using social media marketing strategy on Facebook or Instagram. Activities in the online brand community on social media platforms could build consumer perceptions of a brand inside the online world and would form a belief in the brand that ultimate to loyalty. Therefore, social media marketing must be known for its effectiveness. This study aims to determine the influence of the online brand community on online perceived brand reputation, brand trust, and brand loyalty at cafes in Surabaya. The method used in this study is quantitative by spreading the questionnaires to 240 respondents of college students both online and offline. The research using purposive sampling technique and the sample used in this research is the consumers of De Mandailing Cafe & Eatery, Panties Pizza, and Warunk Upnormal in Surabaya where the three cafes are considered to represent the whole cafes with the same quality, consumers, service system, and price range. From the results of this study, it can be concluded that online brand community has a significant impact on brand loyalty through online process perceived brand reputation and brand trust.
Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale Jeremy Limanto; Hatane Semuel; Michael Adiwijaya
Petra International Journal of Business Studies Vol. 1 No. 1 (2018): JUNE 2018
Publisher : Master of Management Study Program, Faculty of Business and Economics - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (356.552 KB) | DOI: 10.9744/ijbs.1.1.45-56

Abstract

Concerning Indonesia‘s rapid growth of mobile internet usage and also a growing mobile game market, this research aims to analyze the influence of Customer-to-Customer interaction (C2C) towards the purchase intention of virtual goods in a mobile game. It proposes a conceptual model integrating variables that have been studied in previous research on purchase intention, consumer engagement, brand image, and also C2C interaction, the latter of which plays a critical role, but has received less mobile game attention. The conceptual model has been tested using SmartPLS to a database of 200 players in Indonesia. The results show that consumer engagement, brand image is associated with C2C interaction and purchase intention in mobile game Clash Royale.