ABSTRAK
Penelitian dalam tesis ini ingin menguji peran dari psychological sense ofcommunity terhadap intensi loyalitas serta menguji peran dari satisfaction withcore attribute terhadap overall satisfaction. Komunitas yang dijadikan objekpenelitian adalah Hijabers Community (HC). Penelitian menggunakan metodeStructural Equations Modelling (SEM). Berdasarkan data dari 100 respondendapat diketahui bahwa dalam psychological sense of community dan satisfactionwith core attribute berpengaruh positif terhadap emotional experience melaluicollective hedonic service (event) yang dapat berdampak pada peningkatan overallsatisfaction dan loyalty intention. Namun psychological sense of community dansatisfaction with core attribute tidak berpengaruh positif terhadap overallsatisfaction dan loyalty intention apabila tidak diciptakan stimulus dari emotionalexperience. Dengan demikian, memuaskan pelanggan tidak selalu menjadi kuncipenciptaan nilai atau pendorong utama dari kesetiaan tetapi interaksi pelanggansecara efektif lebih meningkatkan "co-creation experience" (Prahalad,2004).

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ABSTRACT
The research in this thesis is to examine the role of psychological sense ofcommunity to the intention to examine the role of loyalty and satisfaction withcore attribute to overall satisfaction. Research using Structural EquationsModeling (SEM). Based on data from 100 respondents to note that in thepsychological sense of community and satisfaction with core attribute has apositive effect on emotional experience through collective hedonic service (event)that may have an impact on improving the overall satisfaction and loyaltyintention. But the psychological sense of community and satisfaction with coreattribute has no positive effect on overall satisfaction and loyalty intention, if itsnot created with stimulus of emotional experience. Thus, satisfying the customer isnot always the key to value creation or main driver of loyalty but more effectivecustomer interactions to improve "co-creation experience" (Prahalad, 2004)