Effect of individual-antecedents toward brand loyalty mediation by community engagement and brand engagement of Suzuki Ertiga in Ertiga Club Indonesia facebook community page
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Agnes Mariana Lauwrence (STUDENT ID : agneslawrence28@yahoo.co.id)
Subject
International Business Management
Datestamp
2020-05-04 03:27:23
Abstract :
Social media has been a platform for people to interact, gather information, share ideas and many more. This platform has been used by almost all brands to promote and share information regarding their product. Facebook as one of social media platform, is a platform that provide official brand to make their own Facebook page not just to promote and share information regarding their product, but also as way to interact with their consumers. The purpose of this study therefore to examine the effect of individual-antecedents which is online interaction propensity, attitude toward participation and product involvement on brand loyalty mediation by community engagement and brand engagement of Suzuki Ertiga in Ertiga Club Indonesia (ERCI) chapter Surabaya Facebook community page. The sampling technique of this study is purposive sampling. The questionnaire was shared using Google form, and distributed in ERCI Facebook community page by its administrator. Total respondents are 158 with characteristics of already follow ERCI chapter Surabaya Facebook community page and be a member in that Facebook community page, and being an active member by like, post or share ERCI?s post in Facebook. This study is using Structural Equation Modelling (SEM) as data analysis technique with Lisrel program. This study shows that (1) individual-antecedents positively influence community engagement, (2) community engagement positively influence brand engagement, and (3) brand engagement positively influence brand loyalty of Suzuki Ertiga in ERCI community.
Social media has been a platform for people to interact, gather information, share ideas and many more. This platform has been used by almost all brands to promote and share information regarding their product. Facebook as one of social media platform, is a platform that provide official brand to make their own Facebook page not just to promote and share information regarding their product, but also as way to interact with their consumers. The purpose of this study therefore to examine the effect of individual-antecedents which is online interaction propensity, attitude toward participation and product involvement on brand loyalty mediation by community engagement and brand engagement of Suzuki Ertiga in Ertiga Club Indonesia (ERCI) chapter Surabaya Facebook community page. The sampling technique of this study is purposive sampling. The questionnaire was shared using Google form, and distributed in ERCI Facebook community page by its administrator. Total respondents are 158 with characteristics of already follow ERCI chapter Surabaya Facebook community page and be a member in that Facebook community page, and being an active member by like, post or share ERCI?s post in Facebook. This study is using Structural Equation Modelling (SEM) as data analysis technique with Lisrel program. This study shows that (1) individual-antecedents positively influence community engagement, (2) community engagement positively influence brand engagement, and (3) brand engagement positively influence brand loyalty of Suzuki Ertiga in ERCI community.
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