ABSTRAKDalam rangka untuk sukses di pasar saat ini, perusahaan perlu untuk membangun
merek yang kuat dengan aktifitas Brand Community Integration. Penelitian ini
bertujuan untuk mengetahui pengaruh dari Nike+ Community Integration pada
Brand Identification dan Satisfaction, dan pengaruh Brand Identification pada
Satisfaction, Loyalty, dan Word-of-Mouth. Sampel penelitian ini adalah konsumen
yang tergabung dalam komunitas Nike+ dan menggunakan produk Nike+ saat
berolahraga. Penelitian ini menggunakan metode Stuctural Equation Modeling
(SEM) dan menemukan bahwa untuk konsumen yang menggunakan Nike+,
Brand Community Integration perusahaan berpengaruh secara signifikan terhadap
Brand Identification dan Satisfaction. Dan melalui mediasi Brand Identification,
Brand Identification berpengaruh secara signifikan terhadap Loyalty
ABSTRACTIn order to succeed in the present market, companies need to build a strong brand
by focus on the activity of Brand Community Integration. This study aims to
investigate the influence of Nike+ Community Integration on Brand Identification
and Satisfaction, and the influence of Brand Identification on Satisfaction, Loyalty
and Word-of-Mouth. Samples are consumers who joined Nike+ community and
use Nike+ products when exercising. This study uses Structural Equation
Modeling (SEM) and found that for consumers who used Nike+, the company's
Brand Community Integration significantly affect Brand Identification and
Satisfaction. And through mediation of Brand Identification significantly affects
Loyalty.
S63824-Ugrasena .pdf :: Unduh