Fenomena Komunitas Merek Online Berbasis Grup Chat Terkait Perceived Benefit, Brand Community Commitment Dan Brand Loyalty

Penulis

  • Ali Imaduddin Futuwwah Universitas Muhammadiyah Surabaya

DOI:

https://doi.org/10.30651/blc.v19i2.13899

Kata Kunci:

brand loyalty, brand community commitment, group chat, perceived benefit, photography community, komitment komunitas merek, loyalitas merek, chat grup, manfaat yang dirasakan, komunitas fotografi

Abstrak

ABSTRACT 

 

The development of technology and the internet makes the brand community proliferate by using online media known as online-based brand communities, whose reach is getting wider. This study discusses members' benefits when interacting in community chat groups. When members feel the benefits, members will have a solid commitment to the community and encourage brand loyalty. This research will use the SONY APLHA photography community. The sample was taken from as many as 186 respondents are community members who are members of WhatsApp and Telegram chat groups. The analytical tool used is SMART PLS 3.0. The research findings explain that not all benefits obtained by community members can create a commitment to the community. Only hedonic and social benefits have a positive effect on member commitment. Community commitment positively impacts brand loyalty because members continue to be involved in the brand community. This research has implications for brand community managers to pay attention to activities that support benefits for members because it will create member commitment to continue to survive in the community.

ABSTRAK

Berkembangnya teknologi dan internet membuat komunitas merek berkembang dengan pesat dengan menggunakan media online yang dikenal sebagai komunitas merek berbasis online yang jangkauannya semakin luas. Penelitian ini membahas manfaat yang dirasakan anggota ketika berinteraksi di grup chat komunitas. Ketika anggota merasakan manfaatnya, anggota akan memiliki komitmen yang kuat terhadap komunitas dan mendorong loyalitas merek. Penelitian ini akan menggunakan komunitas fotografi SONY APLHA. Sampel yang diambil sebanyak 186 responden merupakan anggota komunitas yang tergabung dalam grup chat WhatsApp dan Telegram. Alat analisis yang digunakan adalah SMART PLS 3.0. Temuan penelitian menjelaskan bahwa manfaat yang diperoleh anggota komunitas tidak semua dapat menciptakan komitmen terhadap komunitas hanya manfaat hedonis dan sosial berpengaruh positif terhadap komitmen anggota. Komitmen komunitas berpengaruh positif terhadap loyalitas merek karena anggota terus terlibat di komunitas merek. Penelitian ini memberikan implikasi bagi pengelola komunitas merek untuk meperhatikan aktivitas yang mendukung manfaat bagi anggota karena akan menciptakan komitmen anggota agar terus bertahan di dalam komunitas.

Biografi Penulis

Ali Imaduddin Futuwwah, Universitas Muhammadiyah Surabaya

Dosen Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surabaya

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Unduhan

Diterbitkan

2022-07-31

Terbitan

Vol 19 No 2 (2022): Juli

Bagian

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