Matrik: Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan
Volume 7 Nomor 2 Tahun 2013

PERAN KEPUASAN DALAM MEMEDIASI PENGARUH KOMUNITAS MEREK TERHADAP LOYALITAS PENGGUNA HARLEY-DAVIDSON DI KOTA DENPASAR

I Gede Nandya Oktora Panasea (Unknown)
Ni Wayan Sri Suprapti (Unknown)

Article Info

Publish Date
29 Oct 2013

Abstract

This study empirically explores the influences of brand community on loyalty when mediated by satisfaction. The data on this research were collected from observation, interviews, and  questionnaires.Data analysis methods that used on this research were descriptive and inferential statistics. Descriptive statistics such as frequency distributions were used to describes the  characteristics of the respondents, while inferential statisticssuch  as  Baron  and  Kenny  Steps  and  Sobel  test  is  used  to  test  the  hypotheses.  The  results  showed  that satisfaction partially mediates the effect of brand community on loyalty of Harley-Davidson users inDenpasar. It shows that satisfaction is an essential element for the brand community to realize the brand loya lty.

Copyrights © 2013




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Journal Info
Matrik: Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan
Website

Abbrev

jmbk

Publisher

Universitas Udayana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Matrik:Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan is a scientific journal published by the Department of Management, Faculty of Economics, Udayana University which aims to publish articles of empirical and theoretical studies in the field of marketing management, finance, human resources, ...