THE INFLUNCE OF BRAND COMMUNITY AND COMMUNITY ENGAGEMENT IN BUILDING BRAND TRUST: EMPIRICAL AT YESZY.MFG


Hafidh Rozziq Attaqi(1*), Anton Agus Setyawan(2)

(1) Muhammadiyah University of Surakarta, Indonesia
(2) Muhammadiyah University of Surakarta, Indonesia
(*) Corresponding Author

Abstract


A brand community is now not only a marketing tool for manufacturers but also a long-term business strategy to maintain the existence of a brand. The success of the brand community is shown through indicators of customer loyalty and also the willingness of customers to become brand advocates for brands promoted by the community. This study aims to determine the effect of brand community and community engagement in building brand trust at Yeszy.Mfg. This research method uses quantitative methods by taking samples using purposive sampling method, amounting to 100 respondents. Data analysis using SmartPls software. The results of this study state that there is an influence of brand community on brand trust, there is an influence of community engagement on brand trust, and community engagement is able to moderate community engagement on brand trust. Overall, the research findings emphasize the significance of brand community and community engagement in building brand trust within the Yeszy.Mfg brand community. By creating a supportive and engaging environment, the brand can enhance customer loyalty, advocacy, and long-term success.


Keywords


Brand Community, Brand Trust, Community Engagement.

Full Text:

PDF

References


Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2011). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105-114

Carissa, A. O., Fauzi, A., & Kumadji. S. (2014). Penerapan Customer Relationship Management (CMR) Sebagai Upaya Untuk Meningkatkan Loyalitas Pelanggan. Universitas Brawijaya, Malang.

Chan, TK, Zheng, X, Cheung, CM, Lee, MK & Lee, ZW 2014, ‘Antecedents and consequences of customer engagement in online brand communities’, Journal of Marketing Analytics, vol. 2, no. 2, p.81- 97

Damayanti, E. M. (2022) Pengaruh Online Brand Community terhadap Brand Trust dan Implikasinya terhadap Brand Loyalty (Survei pada Anggota Komunitas Nikon Team Indonesia). S1 thesis, Universitas Pendidikan Indonesia.

Doney, M., & Cannon, J. P. (1997). Trust Examination of the Nature of in Buyer-Seller Relationship for assistance. Journal of Marketing, 61(2), 35–51.

Ferrinadewi, Erna, 2008, Merek & Psikologi Konsumen Implikasi pada Strategi Pemasaran, edisi Pertama, Graha Ilmu, Yogyakarta

Firmansyah, A. (2018), Perilaku Konsumen (Sikap dan Pemasaran), Yogyakarta: Penerbit Deepublish (Grup Penerbit CV Budi Utama)

Ghozali, I & Latan, H. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang Harnanto. 2017. Akuntansi Biaya: Sistem Biaya Historis. Yogyakarta: BPFE.

Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578

Kanisa, N. N. (2017). Pengaruh gaya hidup dan kelompok acuan pada keputusan konsumen menggunakan jasa studio foto. Skripsi thesis, Sanata Dharma University. http://repository.usd.ac.id/id/eprint/11619

Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767.

Maharani, D., & Purnamasari, D. L. (2015). Anteseden Keterikatan Merek dalam Membangun Hubungan Merek pada Konsumen ( Kepercayaan , Kepuasan , dan, 38–46.

Muniz, A. M., & O’Guinn, T. C. (2001). BrandCommunity_Muniz. Journal of Consumer Research, 27(4), 412–432.

Oktora P, I. G. N. (2020). Mengoptimalkan Komunitas Merek: Anteseden Dan Konsekuensi Dari Ikatan Pelanggan. E-Jurnal Manajemen Universitas Udayana, 9(7), 2744. https://doi.org/10.24843/ejmunud.2020.v09.i07.p14

Ouwersloot, H., & Odekerken-Schröder, G. (2008). Who’s who in brand communities and why? European Journal of Marketing, 42(5/6), 571–585.q

Prastowo, K., Aruan., Hamonangan, D.T. (2018). Peran community engagement dan brand community types dalam membangun brand trust pada social media based brand community. Skripsi. Fakultas Eknonomi dan Bisnis Universitas Indonesia.

Rao, Purba. (1996). "Measuring Consumer Perception Through Factor Analysis", The. Asian Manager, February-March, pp.28-32.

Rizan, M., Saidani, B., & Sari, Y. (2012). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Telkomsel. Jurnal Riset Manajemen Sain Indonesia, 3(1), 1–7.

Schmitt, B 2012, ‘The consumer psychology of brands’, Journal of Consumer Psychology, vol. 22, no. 1, pp. 7-17

Stokburger-Sauer, N. (2010). Brand community: Drivers and outcomes. Psychology and Marketing, 27(4), 347–368.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet.

Sukmadewi, R. A., & Prihatsanti, U. (2018). Hubungan Antara Brand Trust Dengan Customer Engagement Pada Mahasiswi Pengguna Wardah Kosmetik. Jurnal EMPATI, 6(4), 131–136. https://doi.org/10.14710/empati.2017.20001

Tasrida, K., Triono, R. A. (2016). Pengaruh brand community dan community engagement terhadap brand trust pada media sosial: studi kasus GoProID. Skripsi. Fakultas Ekonomi dan Bisnis Universitas Indonesia.

Veriasa, T.O. (2017). Tahap Pertama : Pelibatan Komunitas ( Community Engagement ). December. https://doi.org/10.13140/RG.2.2.26328.34567

Wicaksono, K, W. (2019). Keterlibatan Komunitas (Community Engagement) dalam Pembangunan di Tingkat Desa. Jurnal Manajemen Pelayanan Publik, Vol 3 No 1, 2019.

Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., … Kandampully, J. (2015). Managing Brands and Customer Engagement in Online Brand Communities. Journal of Service Management, Vol 24(No 3), 223–244. https://doi.org/10.1108/09564231311326978




DOI: https://doi.org/10.15575/jim.v4i2.28152

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

 
 
 Lisensi Creative Commons
View My Stats