ABSTRACT: Objective of this
research is to know and analize the effect of brand community integration to
brand loyalty of IM3@scholl community members in SMAN 8 Malang, simultaneosly
and partially and to know which variable plays the dominant role. The result of
multiple regression analysis shows that simultaneosly, brand community
integration variables( product, brand, company, other customers) affects brand
loyalty variable in a positive and significant way. Partially, brand and other
customer variables affect brand loyalty significantly, while product and
company do not affect brand loyalty. The dominant variable in affecting brand
loyalty is brand variable.
Keywords: Brand Community
Integration, brand loyalty, IM3 @ School Community
Penulis: Primi Puspita
Ramadhania, Nanang Suryadi
Kode Jurnal: jpmanajemendd110059
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