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"Tujuan dibuatnya skripsi ini adalah untuk mengetahui pengaruh dari sikap dan perilaku anggota komunitas merek terhadap komitmen dan pengaruh dari komitmen terhadap tipe loyalitas dengan komitmen sebagai mediator. Studi kasus dilakukan kepada komunitas automotive Bintaro Bimmers Community. Penelitian ini diolah dengan software SPSS 20, menggunakan teknik Regresi Linier Berganda. Hasil pengolahan data menunjukkan bahwa sikap dan perilaku anggota komunitas BBC berpengaruh positif terhadap komitmen dan komitmen berpengaruh positif terhadap tipe loyalitas. Selain itu, Komitmen terbukti memediasi affect terhadap komplain yang membangun dan kepercayaan terhadap seluruh tipe loyalitas yaitu minat pembelian ulang, WOM, dan komplain yang membangun.

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The objective of this thesis is to determine the effect of community member attitude and behavior toward brand community commitment and brand community commitment towards loyalty types whereas community commitment as a mediator. This study involves automotive community named Bintaro Bimmers Community. This research was processed with SPPS ver. 20 software, using multiple linear regression techniques.

The results show that there are positive effects between attitude and behavior of BBC members toward community commitment and community commitment has positive effect towards community commitment. Furthermore, commitment mediates between affect towards constructive complain and trust towards all loyalty types e.g repurchase intention, WOM, and constructive complaint."

"Penelitian mengenai model struktural termasuk anteseden brand community commitment, brand community commitment, dan outcomes brand community commitment (loyalty behaviors) sudah pernah dilakukan sebelumnya. Penelitian ini bermaksud untuk meneliti brand community commitment dengan obyek penelitian yang berbeda dari penelitian sebelumnya. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh trust dan affect terhadap sebuah brand community pada komitmen dari brand community, dan menyelidiki melalui mekanisme mana komitmen dari brand community mampu meningkatkan berbagai loyalty behaviors (repurchase intentions, positive word-of-mouth, dan constructive complaints). Untuk menguji hipotesis, sebanyak 120 fans JKT48 yang terdaftar sebagai member dalam Official Fan Club JKT48 digunakan sebagai sampel, kemudian dianalisis menggunakan Structural Equation Modeling. Dari hasil penelitian ini diperoleh jalur positif yang signifikan antara: brand community trust brand community commitment; brand community affect brand community commitment; brand community commitment brand loyalty behaviors. Penelitian ini menunjukkan trust dan affect adalah faktor penting dalam meningkatkan brand community commitment pelanggan. Manajer brand community harus membantu pengguna untuk mengembangkan ikatan emosional dengan brand community dan merek. Dalam penelitian ini, affect lebih berpengaruh daripada trust pada brand community commitment dan loyalty behavior. Situs brand community dan aktivitas pengguna komunitas harus dirancang untuk memfasilitasi peningkatan trust dan affect terhadap brand community.

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Research on the structural model including antecedents of brand community commitment, brand community commitment, and brand community outcomes (loyalty behaviors) has been done before. This research intends to examine the brand community commitment with different research objects from previous research. The purpose of this research is to analyze the effect of trust and affect toward a brand community on the commitment of brand communities, and investigate the mechanism through which the commitment of a brand community is able to increase various loyalty behaviors (repurchase intentions, positive wordof-mouth, and constructive complaints). To test the hypotheses, a total of 120 fans of JKT48 listed as member of the Official Fan Club JKT48 was used as samples, then analyzed it using Structural Equation Modeling.

From the results of this research obtained the significant positive path between: brand community trust brand community commitment; brand community affect brand community commitment; brand community commitment brand loyalty behaviors. This research suggests trust and affect are vital factors in enhancing customers brand community commitment. Brand community managers should help users to develop an emotional bond with the brand community and the brand. In this research, affect is more influential than trust on brand community and loyalty behavior. Brand community website and community user activity should be designed to facilitate the enhancement of trust and affect toward the brand community."

"Penelitian ini ditujukan untuk melihat bagaimana pemilik brand memanfaatkan komunitas dalam membangun brand positioning. Komunitas yang dipilih dalam penelitian ini adalah komunitas yang lebih banyak menggunakan social media dalam berpromosi atau melakukan kegiatan komunikasi dengan target marketnya. Selain untuk membangun brand positioning, penelitian ini juga bertujuan untuk melihat bagaimana pemilik brand mengelola komunitas dan menggerakkan anggota-anggota komunitas untuk mempromosikan merek tersebut ke luar komunitas. Hasil penelitian ini menyimpulkan bahwa untuk membangun brand positioning yang kuat, pemilik brand perlu mengomunikasikannya secara jelas dan konsisten, memiliki daya saing dibanding kompetitornya dan kredibel. Dalam mengelola komunitas online, pemilik brand juga perlu memerhatikan kualitas isi sehingga bermanfaat bagi anggota-anggotanya.

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This piece of work aims to show how brand owner can use community in building brand positioning through social media. Community used as case study for this research is owned by a company and mostly use social media to promote or communicate its brand to the target market. This study also explains on how the brand owner manage and motivate the community to promote the brand outside it.

This study concludes that to build strong brand positioning, brand owner should communicate the positioning statement clearly and consistently, has competitiveness comparing with its competitors and credibel. In managing online community, brand owner needs to provide good content so give benefit to its members."

"ABSTRAKSkripsi ini bertujuan untuk mengeksplorasi beberapa efek dari variabeldalam komunitas virtual ID-ANDROID. Pengaruh variabel yang terlibat antaralain identifikasi, kepuasan, partisipasi, promosi, dan loyalitas. Data diolahmenggunakan metode Structural Equation Model (SEM) dengan kesimpulanbahwa kepuasan memberikan dampak positif terhadap promosi namun tidaksignifikan terhadap partisipasi anggota dalam komunitas virtual. Ditemukanpula bahwa identifikasi anggota memberikan pengaruh positif dan signifikanpada partisipasi dan kepuasan anggota namun tidak pada promosi. Promosilebih dipengaruhi oleh tingkat kepuasan anggota yang berujung pada loyalitasanggota terhadap komunitas virtual ID-Android.

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ABSTRACTObjective of this thesis is to explore some effects on virtual community ofID-ANDROID. Involved variables are including identification, satisfaction,promotion and loyalty. Data is processed by using Structural Equation Model(SEM) and it concludes that satisfaction gives a non-significant positive effect onmember participation in this virtual community. It also found that memberidentification gives significant and positive effect to member participation andsatisfaction, however, it is not valid on promotion. Promotion is more influencedby member participation level which is end-up to member loyalty on virtualcommunity of ID-Android."

"[ABSTRAKbrPenelitian ini bertujuan untuk menganalisis bagaimana pengaruh karakteristik interaksi di dalam komunitas tersebut bisa mempengaruhi perceived benefits yang dirasakan anggota komunitas, apakah perceived benefit yang mereka rasakan bisa mengembangkan community commitment mereka, serta melihat pengaruh dari community commitment terhadap oppositional brand loyalty. Sampel penelitian ini adalah anggota beberapa komunitas mobil yang ada di Indonesia, dengan jumlah sampe valid sebanyak 133 responden. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil analisis menunjukkan bahwa community engagement dari brand community membuat anggota merasakan banyak benefits. Selanjutnya, learning benefits merupakan faktor utama untuk membentuk community commitment. Tapi, ketika anggota memiliki community commitment, mereka tidak akan membentuk oppositonal brand loyalty terhadap merek pesaing lainnya.;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands.;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands.;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands., This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands.]"

"Penelitian ini bertujuan untuk menganalisis pengaruh dari brand community terhadap customer satisfaction dan brand loyalty. Penelitian ini juga ingin menganalisis pengaruh dari customer engagment di media sosial yang berbentuk frekuensi dan durasi mengunjungi brand pages terhadap brand community.Platform media sosial yang digunakan dalam penelitian ini adalah seperti Facebook, Instagram, Twitter, dan Youtube. Responden pada penelitian ini merupakan pengikut dari sebuah brand pages pada media sosial yang sudah disebutkan di atas dan berdomisili di Jabodetabek. Metode pengolahan data pada penelitian ini menggunakan structural equation modelling.Hasil yang diperoleh dari penelitian ini adalah frekuensi mengunjungi brand pages berpengaruh positif terhadap relevansi dari brand pages terhadap konsumen, relevansi brand pages memiliki pengaruh positif terhadap brand community, brand community berpengaruh positif terhadap customer satisfaction, dan customer satisfaction berpengaruh positif terhadap brand loyalty.

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This study aims to analyze the influence of brand community on customer satisfaction and brand loyalty. This study also wanted to analyze the influence of customer engagment in social media in the form of frequency and duration of visiting brand pages to brand community.

Social media platform used in this research is like Facebook, Instagram, Twitter, and Youtube. Respondents in this study are followers of a brand pages on social media mentioned above and domiciled in Jabodetabek. Data processing method in this study using structural equation modeling.

The result of this research is frequency of visiting brand pages have positive influence to the relevance of brand pages to consumers, the relevance of brand pages have positive influence to brand community, brand community have positive effect on customer satisfaction, and customer satisfaction have positive effect on brand loyalty."

"[Penelitian ini menjelaskan mengenai komunitas merek dengan mengembangkan model yang menggambarkan bagaimana pandangan pelanggan atas unsur-unsur komunitas merek pada media sosial, yaitu pandangan pelanggan atas produk, pandangan pelanggan atas merek, pandangan konsumen atas perusahaan, dan pandangan pelanggan atas pelanggan lainnya, serta tingkat keterlibatan (community engagement) terhadap kepercayaan merek. Penelitian ini berfokus pada 129 sampel yang tergabung dalam komunitas merek GoPro dan datanyadiolah dengan menggunakan analisis regresi linear berganda dan analisis regresi multivariat. Dari hasil penelitian ini diketahui bahwa terdapat pengaruh dari unsur komunitas merek yakni pandangan pelanggan atas produk, merek, perusahaan, dan pelanggan lainnya dengan brand trust. Dan community engagement sebagai variabel moderasi terbukti memiliki pengaruh dari variabel di dalam penelitian.

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This research explain about brand community by developing a model depicting how customers views with the elements of a brand community based on social media. (i.e brand, product, company, and other customers), also the level of community engagement towards brand trust. This research focused on 129 samples which joined in brand community of GoPro, and the data was tested by using multiple regression analysis and multivariate analysis regression. The result of this research indicated that the elements of brand community (customers views on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community engagement as a moderating variable also have a significant effect on the variables in this research.;This research explain about brand community by developing a model depicting

how customers views with the elements of a brand community based on social

media. (i.e brand, product, company, and other customers), also the level of

community engagement towards brand trust. This research focused on 129

samples which joined in brand community of GoPro, and the data was tested by

using multiple regression analysis and multivariate analysis regression. The result

of this research indicated that the elements of brand community (customers views

on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community

engagement as a moderating variable also have a significant effect on the

variables in this research., This research explain about brand community by developing a model depicting

how customers views with the elements of a brand community based on social

media. (i.e brand, product, company, and other customers), also the level of

community engagement towards brand trust. This research focused on 129

samples which joined in brand community of GoPro, and the data was tested by

using multiple regression analysis and multivariate analysis regression. The result

of this research indicated that the elements of brand community (customers views

on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community

engagement as a moderating variable also have a significant effect on the

variables in this research.]"

"Kajian ini bertujuan untuk menganalisis pengaruh Brand Experience terhadap Brand Loyalty Melalui Brand Satisfaction dan Brand Trust studi pada Maskapai Penerbangan Lion Air Indonesia. Penelitian ini menggunakan pendekatan kuantitatif, dengan penyebaran 100 kuesioner dengan metode non-probability sampling dan teknik purposive sampling kepada penumpang Lion Air yang dalam satu tahun terakhir menggunakan maskapai penerbangan Lion Air Indonesia minimal 3 kali. Pengolahan data menggunakan SPSS 22.0 dan SEM-PLS. Hasil Penelitian menunjukan bahwa brand experience memiliki pengaruh positif yang signifikan terhadap brand loyalty melalui brand satisfaction dan brand trust, brand experience memiliki pengaruh positif terhadap brand loyalty, brand experience memiliki pengaruh positif yang signifikan terhadap brand satisfaction, brand experience memiliki pengaruh positif yang signifikan terhadap brand trust, brand satisfaction tidak memiliki pengaruh yang signifikan terhadap brand loyalty dan brand trust memiliki pengaruh positif yang signifikan terhadap brand loyalty. Untuk penelitian selanjutnya, hasil kajian merekomendasikan untuk menambah variabel lainnya yang juga mempengaruhi brand loyalty seperti brand love dan brand personality.

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This study is aimed to analyze the influence of Brand Experience toward Brand Loyalty through Brand Satisfaction and Brand Trust in the study of Lion Air Indonesia Airline. This study uses quantitative approach, with 100 questionnaires distributed by non-probability sampling methods and purposive sampling technique to service users that have used Lion Air Indonesia Airline minimum 3 times in one last year. The descriptive analysis data process is using SPSS 22.0 and data analysis is using SEM-PLS. The study aims to shows that brand experience has a significant positive influence toward brand experience through brand satisfaction and brand trust, brand experience has a significant positive influence toward brand loyalty, brand experience has a significant positive influence on brand trust, brand satisfaction has no significant influence on brand loyalty, and brand trust has a significant positive influence on brand loyalty. The study suggests that further research is expected to examine other variables that influence brand loyalty as brand love and brand personality"

"[Pertumbuhan pesat hotel butik dan lokal merubah persaingan dalam industry perhotelan. Meskipun grup hotel internasional memiliki merek atau brandname yang lebih kuat, hotel butik dan hotel lokal menyediakan fasilitas yang baik dan konsep yang unik, namun dengan harga yang lebih murah. Sehingga grup hotel internasional kini harus memiliki dan mengembangkan strategi untuk menjaga loyalitas pelanggannya. Penelitian ini bertujuan untuk menganalisa faktor yang mempengaruhi loyalitas pelanggan terhadap merek hotel, dengan melihat sisi identitas sosial yang dimiliki merek hotel tersebut, yaitu menganalisa pengaruh identifikasi merek oleh pelanggan terhadap loyalitas terhadap merek, melalui faktor kualitas jasa, nilai yang dirasakan, dan kepercayaan terhadap merek. Sampel penelitian ini adalah WNI yang pernah menginap di hotel kelas atas atau mewah yang terdaftar pada STR Global Hotel Chain Scales 2015. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil pelitian menunjukkan bahwa identifikasi merek oleh pelanggan tidak signifikan berpengaruh secara positif terhadap loyalitas merek. Namun, nilai yang dirasakan, dan kepercayaan terhadap merek, memediasi secara sepenuhnya pengaruh identifikasi merek oleh pelanggan terhadap loyalitas merek hotel.;The growth in boutique and local hotels has changed the competition of the hotel industry. Although international hotel groups posses a stronger brand, boutique and local hotels can offer the prime facilities and unique concepts at a lower price. Therefore, international hotel groups must now have and develop strategies to maintain customer loyalty. This study aims to analyze factors that effect customer loyalty towards a hotel brand, through a social identity perspective, by analyzing the effect of customer-brand identification towards brand loyalty through its known antecedents, which are service quality, perceived value, and brand trust. The data for this research was collected from Indonesian citizens who have stayed at an upscale or luxury hotel listed in STR Global Hotel Chain Scales 2015 in the last six (6) months. Data was then analyzed using Structural Equation Modeling. The results of this study show that customer-brand identification does not have a significant effect on hotel brand loyalty. Meanwhile, perceived value, and brand trust proved to fully mediate the effect of customer-brand identification towards hotel brand loyalty., The growth in boutique and local hotels has changed the competition of the hotel industry. Although international hotel groups posses a stronger brand, boutique and local hotels can offer the prime facilities and unique concepts at a lower price. Therefore, international hotel groups must now have and develop strategies to maintain customer loyalty. This study aims to analyze factors that effect customer loyalty towards a hotel brand, through a social identity perspective, by analyzing the effect of customer-brand identification towards brand loyalty through its known antecedents, which are service quality, perceived value, and brand trust. The data for this research was collected from Indonesian citizens who have stayed at an upscale or luxury hotel listed in STR Global Hotel Chain Scales 2015 in the last six (6) months. Data was then analyzed using Structural Equation Modeling. The results of this study show that customer-brand identification does not have a significant effect on hotel brand loyalty. Meanwhile, perceived value, and brand trust proved to fully mediate the effect of customer-brand identification towards hotel brand loyalty.]"

"Tesis ini membahas pengaruh dari Gamification terhadap Brand Loyalty melalui Perceived Value dan Customer Satisfaction sebagai variabel intervening. Pendekatan yang digunakan pada penelitian ini adalah pendekatan kuantitatif dengan responden yakni pengguna Go-Points layanan dari Go-Jek yang berdomisili di Jabodetabek. Metode analisis data dilakukan dengan menggunakan analisis deskriptif dan analisis jalur untuk membuktikan adanya hubungan dari Gamification dengan Brand Loyalty baik secara langsung atau melalui mediasi dari Perceived Value dan Customer Satisfaction. Hasil penelitian ini menunjukkan bahwa terdapat mediasi parsial antara variabel Gamification terhadap Brand Loyalty. Walaupun terbukti memengaruhi Brand Loyalty secara langsung, Koefisien jalur yang dimiliki oleh Gamification lebih kecil dibandingkan dengan koefisiensi jalur berdasarkan mediasi dari Perceived Value dan Customer Satisfaction.

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This thesis discusses the effect of Gamification on Brand Loyalty through Perception of Value and Customer Satisfaction as intervening variable. The approach used in this study is the approach with Go Points service user respondents from Go Jek domiciled in Jabodetabek. Data analysis is done by using analysis and path analysis to prove the relationship of Gamification with Brand Loyalty either directly or through mediation from Perceived Value and Customer Satisfaction. The results of this study indicate that there is a partial mediation between the variables of Gamification to Brand Loyalty. Although it is proven to directly affect Brand Loyalty, Path coefficient owned by Gamification is smaller than the level of access to Perception Value and Customer Satisfaction. "