Record Details

KOMUNITAS MEREK: ANTECEDENTS DAN CONSEQUENCES DARI PARTISIPASI KONSUMEN

Journal of Management and Entrepreneurship

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Title KOMUNITAS MEREK: ANTECEDENTS DAN CONSEQUENCES DARI PARTISIPASI KONSUMEN
 
Creator Utari, Made Dwi
Warmika, I Gede Ketut
 
Subject —
Virtual brand community, consumer participation, consumer satisfaction
 
Description Marketers lately built strategies based on consumer communities exist in the mar­­­ket. Community that drew most of marketer’s attention was brand community. Brand com­munity’s succession was influenced by consumer participation inside it, so that this ar­ticle revealed variables which influenced consumer parti­cipation and con­su­mer’s be­haviors arose. This research took place through internet on Android virtual brand com­munities, those were online forums and Android virtual communities de­ve­l­o­ped in Fa­ce­book. Data was analyzed with SEM (Structural Equation Modeling). The re­­­search found that there were significantly positive influenced whether of community i­den­­­­ti­fi­ca­tion or community satisfaction on consumer participation. Significantly po­si­tive in­fluen­ced of consumer participation whether on WOM or brand image. It sig­ni­fi­can­tly ne­ga­tive influenced of consumer participation on switching intention.
 
Publisher Institute of Research and Community Outreach - Petra Christian University
 
Contributor —
 
Date 2015-03-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format 0
 
Identifier http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19228
10.9744/jmk.17.1.31-42
 
Source Jurnal Manajemen dan Kewirausahaan; Vol 17, No 1 (2015): MARCH 2015; 31-42
1411-1438
 
Language eng
 
Relation http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19228/18787
 
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