ANALISIS PENGARUH BRAND RELATIONSHIP QUALITY DAN BRAND COMMUNITY IDENTIFICATION PADA ANGGOTA KLUB-KLUB OTOMOTIF DI YOGYAKARTA
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Institusion
Universitas Atma Jaya Yogyakarta
Author
Amelia, Grace
Subject
Manajemen Pemasaran
Datestamp
2015-10-12 08:07:27
Abstract :
This research aims are studying the influence of brand relationship quality, brand community identification, community engagement, and normative community pressure of members of automotive community clubs in Yogyakarta. This Research adopted the variable and research instrument conducted by Rene A., Utpla M.D. and Andreas H. about social influences of brand community of automotive car clubs community in Europe in the year 2005. Data collecting conducted by propagating questionaire to motorcycle clubs in Yogyakarta. The sum of respondent are 200 which consisted of ten motorcycle clubs. Indicator of concerning construct brand relationship quality, brand relationship identification, normative community pressure, and community engagement analysed by using reliability, its result indicate that the indicator construst work reliable.
This research aims are studying the influence of brand relationship quality, brand community identification, community engagement, and normative community pressure of members of automotive community clubs in Yogyakarta. This Research adopted the variable and research instrument conducted by Rene A., Utpla M.D. and Andreas H. about social influences of brand community of automotive car clubs community in Europe in the year 2005. Data collecting conducted by propagating questionaire to motorcycle clubs in Yogyakarta. The sum of respondent are 200 which consisted of ten motorcycle clubs. Indicator of concerning construct brand relationship quality, brand relationship identification, normative community pressure, and community engagement analysed by using reliability, its result indicate that the indicator construst work reliable.
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