The Effects of Brands Community and Brand Trust on Brand Loyalty
Abstract
Indonesia is a potential market for two wheel motorcycle riders especially Harley Davidson. Harley Davidson brand has gained the trust of consumers in Indonesia because there is a pride to drive the motor. HD brand trust towards the motor is likely to give effects on brand loyalty.
The purpose of this study aims to test the effects of brand community on brand loyalty in the Republic of Harley, to test the effect of brand trust on brand loyalty in the Republic of Harley, and to examine the effects of brand communities and brand trust on brand loyalty. Using a quantitative research method, this study involved as many as 45 riders from 3 motorcycle clubs in Surabaya as research samples.
This study found that brand community does not have effects on brand loyalty in HD bikers partially, brand trust partially have significant effects on brand loyalty in HD bikers, and brand communities and brand trust simultaneously have effects on brand loyalty of HD motorists.
Collections
Related items
Showing items related by title, author, creator and subject.
-
Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction dan Brand Trust Sebagai Variabel Intervening pada produk Walrus di PT. Jaya Garment Sukses Makmur Surabaya
Kurniawan, Timothy (Universitas Ciputra Surabaya, 2018)Persaingan dalam dunia bisnis garment yang semakin sengit akhir-akhir ini membuat pengusaha semakin harus memutar otak dalam kegiatan menjual barangnya sehingga dapat menjadi pilihan konsumen. Persaingan dalam ... -
PENGARUH BRAND EXPERIENCES TERHADAP BRAND KNOWLEDGE, BRAND TRUST DAN BRAND COMMITMENT PADA KONSUMEN KEDAI KOPI KENANGAN SURABAYA
Sutikno, Areta Moria (Universitas Ciputra Surabaya, 2021)Penelitian ini memiliki tujuan untuk mengetahui pengaruh brand experiences terhadap brand knowledge, brand trust dan brand commitment pada konsumen Kopi Kenangan Surabaya. Penelitian ini menggunakan metode penelitian ... -
PERANCANGAN BRAND CAMPAIGN GUNA MENINGKATKAN BRAND AWARENESS PERUSAHAAN JAS WRAPS CAR BRANDING DENGAN MEMANFAATKAN PLATFORM DIGITAL
WIJAYA, VIRDA KRISTINA (Universitas Ciputra Surabaya, 2019)Perancangan Brand Campaign Guna Meningkatkan Brand Awareness Perusahaan JAS Wraps Car Branding Dengan Memanfaatkan Platform Digital ” Dunia di sekeliling kita terus bergerak dan platform digital semakin berkembang, begitu ...