Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia

Research Article

The Role of Brand Community in Creating Loyalty

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  • @INPROCEEDINGS{10.4108/eai.5-8-2020.2301210,
        author={Ihwan  Susila and Edy Purwo Saputro and Pamula  Mahardhika},
        title={The Role of Brand Community in Creating Loyalty},
        proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020,  5 - 6 August 2020, Purwokerto, Indonesia},
        publisher={EAI},
        proceedings_a={ICBAE},
        year={2020},
        month={10},
        keywords={brand loyalty brand management brand community},
        doi={10.4108/eai.5-8-2020.2301210}
    }
    
  • Ihwan Susila
    Edy Purwo Saputro
    Pamula Mahardhika
    Year: 2020
    The Role of Brand Community in Creating Loyalty
    ICBAE
    EAI
    DOI: 10.4108/eai.5-8-2020.2301210
Ihwan Susila1,*, Edy Purwo Saputro1, Pamula Mahardhika1
  • 1: Universitas Muhammadiyah Surakarta Jl. A. Yani Tromol Pos I Pabelan Kartasura Surakarta 57162 Jawa Tengah Indonesia
*Contact email: ihwan.susila@ums.ac.id

Abstract

This study aimed to analyze factors that influence customer loyalty in automotive product. A survey was carried out on a sample of 162 automotive community members with purposive sampling technique. Data anlysis using structural equation modelling. The research model included several variables tested by SEM including self-congruity, brand community effect, brand community trust, affective commitment, continuance commitment, repurchase intention, word-of-mouth communication, and constructive complain. The results indicate that brand affective commitment and brand continuence commitmen have important role in creating customer loyalty with different dimennsions. Self-congruity positively influnces repurchase intention mediated by continuance commitment. Brand community trust positively influences positive word-of-mouth communication and constructive complaint mediated by affective commitment.