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Strategi Pemasaran Komunitas And Implikasinya Pada Loyalitas Merek Toyota Di Indonesia [Community Marketing Strategy and Its Implication on Brand Loyalty Toyota in Indonesia]

Development Research of Management

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Title Strategi Pemasaran Komunitas And Implikasinya Pada Loyalitas Merek Toyota Di Indonesia [Community Marketing Strategy and Its Implication on Brand Loyalty Toyota in Indonesia]
 
Creator Wardhana, Aditya
 
Subject Marketing
strategic community marketing; brand loyalty; Toyota
 
Description This research study examined the strategic community marketing and its impact on brand loyalty of Toyota in Indonesia. Elements of the strategic community marketing were: (a) critical awareness and reflection, (b) building community identity, political and legislative actions, (c) culturally relevant practice, (d) spontaneous associations of neighbors, colleagues, or groups with a particular interest in a topic, (e) leadership in communities; (f) empowerment; and (g) critical reflection. Elements of the brand loyalty were: perceived risk, inertia, habit, involvement, satisfaction, and relationship between product or service providers. The population of this study was 4,000 customers from 29 Toyota communities in Indonesia who used Toyota cars. The size of the sample was 400 respondents. The sampling method used nonprobability sampling by incidental sampling. The results by using structural equation modeling (SEM) found significant impacts of strategic marketing community on brand loyalty of Toyota in Indonesia.
 
Publisher Universitas Pelita Harapan
 
Contributor —
 
Date 2016-10-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.uph.edu/index.php/DJM/article/view/229
10.19166/derema.v11i2.229
 
Source DeReMa (Development Research of Management): Jurnal Manajemen; Vol 11, No 2 (2016): September; 235-253
2476-955X
1907-0853
 
Language ind
 
Relation https://ojs.uph.edu/index.php/DJM/article/view/229/128
 
Rights Copyright (c) 2016 Aditya Wardhana
http://creativecommons.org/licenses/by-sa/4.0