PENGARUH BRAND COMMUNITY TERHADAP LOYALITAS MEREK MOBIL TOYOTA YARIS (STUDI KASUS PADA KOMUNITAS YARIS CLUB SURABAYA)
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Institusion
Universitas Bhayangkara Surabaya
Author
YULYANTI, AMELIA
Subject
HRD Management
Datestamp
2019-10-29 04:17:19
Abstract :
Currently the era of globalization requires every country involved in international markets or global markets (international market). In facing the era of globalization and the era of free trade MEA, the marketing function is the most important thing. The emergence of brand community is no other than a community that uses the products of a brand and model is believed to be a very potential market in the future. This research analyzes the influence of brand community on brand loyalty of Toyota Yaris car on Yaris Club Surabaya Community. This research is included in the explanatory research (explanatory research), namely causality describes a relationship between variables through hypothesis testing. The sample in this study is a member of Yaris Club Surabaya community of 96 people. The test instrument used is multiple linear regression analysis technique with SPSS 17.0 software. The results of this study indicate that mutual awareness, rituals and traditions and moral responsibility simultaneously have a significant influence on brand loyalty Toyota Yaris car on Yaris Club Surabaya Community. Partial shared awareness has no significant effect on brand loyalty of Toyota Yaris car on Yaris Club Surabaya Community. Rituals and traditions partially do not have a significant effect on brand loyalty Toyota Yaris car on Yaris Club Surabaya Community. Partial moral responsibility has a significant influence on brand loyalty of Toyota Yaris car on Yaris Club Surabaya Community. Moral responsibility dominantly gives a positive and significant influence to the loyalty of Toyota Yaris car brand to Yaris Club Surabaya Community.
Currently the era of globalization requires every country involved in international markets or global markets (international market). In facing the era of globalization and the era of free trade MEA, the marketing function is the most important thing. The emergence of brand community is no other than a community that uses the products of a brand and model is believed to be a very potential market in the future. This research analyzes the influence of brand community on brand loyalty of Toyota Yaris car on Yaris Club Surabaya Community. This research is included in the explanatory research (explanatory research), namely causality describes a relationship between variables through hypothesis testing. The sample in this study is a member of Yaris Club Surabaya community of 96 people. The test instrument used is multiple linear regression analysis technique with SPSS 17.0 software. The results of this study indicate that mutual awareness, rituals and traditions and moral responsibility simultaneously have a significant influence on brand loyalty Toyota Yaris car on Yaris Club Surabaya Community. Partial shared awareness has no significant effect on brand loyalty of Toyota Yaris car on Yaris Club Surabaya Community. Rituals and traditions partially do not have a significant effect on brand loyalty Toyota Yaris car on Yaris Club Surabaya Community. Partial moral responsibility has a significant influence on brand loyalty of Toyota Yaris car on Yaris Club Surabaya Community. Moral responsibility dominantly gives a positive and significant influence to the loyalty of Toyota Yaris car brand to Yaris Club Surabaya Community.
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