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"Studi sebelumnya pada brand community menunjukkan pengaruh positif pada perilaku konsumen. Namun, itu bisa bertindak seperti pedang bermata dua dan memiliki sisi gelap yang berpotensi merusak brand. Penelitian ini menyelidiki brand identification dan brand passion dalam pengembangan perilaku impulsive dan obsessive-compulsive buying. Metode kuantitatif dengan survei online digunakan untuk melihat perilaku 533 tanggapan survei dari salah satu brand community di Indonesia. Hasil penelitian menemukan bahwa brand identification berpengaruh positif terhadap harmonious brand passion dan obsessive brand passion. Hanya obsessive brand passion yang ditemukan secara langsung memengaruhi impulsive dan obsessive-compulsive buying. Penelitian ini juga menguji efek moderasi dari community identification, idea shopping, dan social shopping motivation. Penelitian ini berkontribusi pada literatur tentang studi compulsive buying dari perspektif brand community. Saran praktis untuk pemasar tentang cara mencegah dan menghadapi perilaku konsumen ini juga disertakan.

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Prior studies on brand communities showed a positive influence on consumer behavior. However, it could act like a double edge sword and possess dark sides that potentially could harm the brand. The present study investigates the role of brand identification and brand passion in the development of behaviors like impulsive and obsessive-compulsive buying. A quantitative method using an online survey was used to see the behavior of 533 survey responses from a brand community in Indonesia. The result found that brand identification positively influences harmonious brand passion and obsessive brand passion. Only obsessive brand passion was found to directly influence impulsive and obsessive-compulsive buying. This study also tested the moderation effect of community identification, shopping motivation of idea shopping, and social shopping. The research contributes to the literature on the study of compulsive buying from the brand community perspective. Practical suggestions for marketers on how to prevent and face these consumer behaviors are also included."

"Di tahun 2015, industri kecantikan Indonesia terus bertumbuh pesat hingga memunculkan merek-merek lokal dibidang kometika dan perawatan kulit yang menumbuhkan persaingan, baik dengan merek asing yang masuk ke pasar kecantikan Indonesia, ataupun dengan sesama merek lokal. Persaingan yang ketat, dapat membuat konsumen beralih ke produk lainnya, terutama adanya persaingan harga. Tujuan dari penelitian ini adalah menganalisis pengaruh pengalaman merek terhadap loyalitas merek melalui kegemaran merek, hubungan diri dengan merek, dan afeksi merek pada konsumen merek perawatan kulit lokal Avoskin di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif, melalui penyebaran kuesioner secara online kepada 122 responden. Analisis data dilakukan dengan analisis deskriptif, analisis regresi mediasi (metode causal step) dan analisis sobel test. Hasil penelitian menunjukan bahwa pengalaman merek memengaruhi loyalitas merek, kegemaran merek, hubungan diri dengan merek dan afeksi merek secara signifikan, serta kegemaran merek, hubungan diri dengan merek dan afeksi merek memengaruhi loyalitas merek secara signifikan. Kemudian, berdasarkan hasil uji mediasi yang dilakukan, terdapat pengaruh pengalaman merek terhadap loyalitas merek melalui kegemaran merek, hubungan diri dengan merek dan afeksi merek. Penelitian ini merekomendasikan agar sebuah merek mampu memberikan pengalaman yang menumbuhkan keterikatan emosi yang spesifik seperti kegemaran, hubungan diri, dan afeksi pada konsumennya sehingga membangun hubungan jangka panjang.

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In 2015, the Indonesian beauty industry has continued to grow especially for local cosmetics and skincare brands which led to a competition among fellow local and foreign beauty brands in Indonesia. Therefore, to be able to retain its consumers, a brand must be able to provide other things that can maintain consumer interest by ignoring the price. The purpose of this study was to analyze the effect of brand experience on brand loyalty through brand passion, self-brand connection, and brand affection towards the consumers of Avoskin in Jabodetabek. This study utilized a sample of 122 consumers of Avoskin by distributing online questionnaires. The data analysis in this study was carried out by descriptive analysis, mediation regression analysis and sobel analysis test. The finding revealed that brand experience significantly affected brand loyalty, through brand passion, self-brand connection, and brand affection, brand passiom, self-brand conncetion and brand affection influence significantly affected brand loyalty. Then, based on the mediation analysis, there is an mediation effect of brand experience on brand loyalty through brand passion, self-brand connection, and brand affection. This study offers recommedations for brands to give unique experiences that can raise emotional ties that will lead to a long-lasting brand loyalty"

"Penelitian ini dilakukan untuk mengetahui pengaruh idol worship (BPA, PEV, BSR, RNS) terhadap brand loyalty dari merek yang menggunakan kpop idol sebagai celebrity endorser melalui brand passion dan brand attachment. Sampel yang digunakan adalah penggemar kpop idol yang pernah membeli atau menggunakan produk dari merek yang ditentukan atas dasar kesukaan kepada idola, dengan usia 20-39 tahun dan berdomisili di Indonesia. Pengambilan sampel dilakukan melalui kuesioner dalam bentuk google form yang disebarkan secara online dan berhasil mengumpulkan sebanyak 307 responden. Data yang telah dikumpulkan, diolah menggunakan metode Structural Equation Modeling (SEM) dengan software Smart PLS-SEM. Hasil penelitian menunjukkan bahwa brand personality appeal, perceived emotional value, brand-based self-realization dan relatedness needs satisfaction memiliki pengaruh positif terhadap brand passion dan brand attachment, kecuali pada brand personality appeal yang tidak memiliki pengaruh pada brand attachment. Selain itu, brand passion ditemukan secara signifikan mempengaruhi brand attachment dan kedua variabel tersebut (BP, BA) memediasi hubungan variabel idol worship (BPA, PEV, BSR, RNS) dengan brand loyalty.

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This study was conducted to determine the effect of idol worship (BPA, PEV, BSR, RNS) on brand loyalty from brands that use kpop idol as celebrity endorsers through brand passion and brand attachment. The sample studied is kpop idol fans who have bought or used products from a predetermined brand on the basis of liking for idols, aged 20-39 years and domiciled in Indonesia. Sampling was carried out through a questionnaire in the form of a Google form which was distributed online and managed to collect 307 respondents. The data that has been collected is processed using the Structural Equation Model (SEM) method with the Smart PLS-SEM software. The results showed that brand personality appeal, perceived emotional value, brand-based self-realization, and relatedness needs satisfaction had a positive effect on brand passion and brand attachment, except for brand personality appeal which had no effect on brand attachment. In addition, brand passion was found to significantly influence brand attachment and the two variables (BP,BA) mediated the relationship between idol worship variables (BPA, PEV, BSR, RNS) with brand loyalty."

"Penelitian ini bertujuan untuk menjelaskan fenomena idolatry yang mempengaruhi perilaku konsumsi konsumen-penggemar atas K-Pop fan-made goods, meskipun isu hak cipta dan etika muncul dalam praktiknya. Fan-made goods dianggap penggemar sebagai salah satu manifestasi dari hubungan yang erat antara mereka dan idola mereka. Untuk menguji 18 hipotesis, penelitian ini menggunakan pendekatan kuantitatif, cross sectional survey, dengan menggunakan kuesioner. Teknik purposive sampling digunakan untuk memperoleh 449 responden, yaitu penggemar K-Pop yang berusia 16-55 tahun, berdomisili di Indonesia, dan pernah melakukan pembelian fan- made goods. Pengujian hipotesis dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa hanya 11 hipotesis yang signifikan, yaitu Brand Personality Appeal, Perceived Emotional Value, Brand-based Self Realization, Relatedness Needs Satisfaction, dan Customer Engagement memiliki pengaruh positif terhadap Brand Passion. Selanjutnya, Relatedness Needs Satisfaction memiliki pengaruh positif terhadap Brand Attachment. Sedangkan untuk pengujian efek mediasi, Brand Personality Appeal, Perceived Emotional Value, Brand-based Self Realization, Relatedness Needs Satisfaction, dan Customer Engagement memiliki pengaruh positif terhadap Brand Loyalty melalui Brand Passion. Customer Engagement juga memiliki pengaruh positif terhadap Brand Loyalty melalui Brand Attachment. Temuan ini dapat dimanfaatkan oleh pemilik bisnis untuk merencanakan strategi yang tepat untuk memasarkan K-Pop fan-made goods.

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This research aims to explain the phenomenon of idolatry that influences consumer-fan behavior towards K-Pop fan-made goods, despite copyright issues and ethical concerns arising in its practice. Fan-made goods are considered by fans as one of the manifestations of the close relationship between them and their idols. To test 18 hypotheses, this research used a quantitative approach, cross-sectional survey, using a questionnaire. The purposive sampling technique was used to collect 449 respondents, namely K-Pop fans aged 16-55 years, domiciled in Indonesia, and have purchased fan- made goods. Hypothesis testing was processed using the Structural Equation Modeling (SEM) method with SmartPLS 4.0 software. The results showed that only 11 hypotheses were significant, namely Brand Personality Appeal, Perceived Emotional Value, Brand- based Self Realization, Relatedness Needs Satisfaction, and Customer Engagement had a positive effect on Brand Passion. Furthermore, Relatedness Needs Satisfaction had a positive effect on Brand Attachment. As for the mediation effect testing, Brand Personality Appeal, Perceived Emotional Value, Brand-based Self Realization, Relatedness Needs Satisfaction, and Customer Engagement had a positive effect on Brand Loyalty through Brand Passion. Customer Engagement also had a positive effect on Brand Loyalty through Brand Attachment. These findings can be utilized by business owners to plan appropriate strategies to market K-Pop fan-made goods."