KOMUNITAS MEREK: ANTECEDENTS DAN CONSEQUENCES DARI PARTISIPASI KONSUMEN

Authors

  • Made Dwi Utari Fakultas Ekonomi dan Bisnis Universitas Udayana Jalan P.B. Sudirman, Denpasar, Bali 80112
  • I Gede Ketut Warmika Fakultas Ekonomi dan Bisnis Universitas Udayana Jalan P.B. Sudirman, Denpasar, Bali 80112

:

https://doi.org/10.9744/jmk.17.1.31-42

Keywords:

Virtual brand community, consumer participation, consumer satisfaction

Abstract

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.

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Published

2015-03-02

How to Cite

Utari, M. D., & Warmika, I. G. K. (2015). KOMUNITAS MEREK: ANTECEDENTS DAN CONSEQUENCES DARI PARTISIPASI KONSUMEN. Jurnal Manajemen Dan Kewirausahaan, 17(1), 31-42. https://doi.org/10.9744/jmk.17.1.31-42

Issue

Vol. 17 No. 1 (2015): MARCH 2015

Section

Articles

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