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"Skripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand kripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand community identification dan brand community commitment terhadap brand identification dan brand commitment Honda Brio dengan melihat peran mediasi dari brand attachment dan peran moderasi dari perceived community-brand similliarity. Pengolahan data dalam penelitian ini menggunakan analisis path dalam program Smartpls 2.0. Hasil penelitian ini membuktikan bahwa brand community secara signifikan mempengaruhi brand identification dan brand commitment, brand attachment memiliki peran mediasi yang penting sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan.

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This research discusses about the This research discusses about the effect of Honda Brio’s brand community which consists of brand community identification and brand community commitment on brand identification and brand commitment toward Honda Brio with the mediation role of brand attachment and moderation role of perceived community-brand similarity. Smartpls 2.0 was used to process the data.

The result of this research indicates that brand community has a significant effect on brand identification and brand commitment. Brand attachment play a full mediatin role but perceived community-brand similiarity only moderates one relation."

"Skripsi ini membahas mengenai peran brand community dalam komunitas pengguna Honda nova sonic Jakarta. Latar belakang penelitian ini adalah untuk mengetahui bagaimana peran brand community pada komunitas Honda nova sonic Jakarta, dengan meneliti sejauh mana komponen-komponen brand community berpengaruh terhadap komunitas Jakarta nova sonic club. Penelitian ini mengunakan metode kualitatif dan diuraikan secara deskriptif. Hasil penelitian ini adalah Brand community menjadi pembentuk karakter dan keberlanjutan konsistensi komunitas yang berasal dari para anggotanya sehingga terjadi kesetiaan pada merek. Serta tetap menanamkan merek Nova Sonic di dalam benak penggemarnya walaupun merek nova sonic sudah sulit ditemukan yang dapat berakibat dengan timbulnya loyalitas terhadap merek nova sonic. Brand Community juga dapat menjadi promosi dan pemasaran produk, inovasi, peningkatan citra brand, citra produk, citra produsen, peningkatan angka penjualan bagi produsen serta terbentuknya loyalitas konsumen.

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This paper discusses about role of brand community within a community of users Honda Nova Sonic Jakarta. The backgroun of this study was determinig how the role of brand community on the Honda Nova Sonic jakarta community, by examining how far to which the components of brand community influence to the community of Jakarta Nova Sonic Club. This research is qualitative with design descriptive.

The result of this study are brand community into forming character consistency and sustainability of community that comes from its members resulting in loyalty to the brand. And still instill Nova Sonic brand in the mind of fans despite the Nova Sonic brand is hard to find which could result in the emergence of loyalty to the nova sonic brand. Brand community can also be a promotion and the marketing of products, innovation, the improved brand image, the product image, the image producer, increased sales for manumactures as well as the formation of consumer loyalty."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari Social Networking Site (SNS) Brand Community Experience dan SNS Brand Community Commitment terhadap Brand Attitude dan Repurchase Intention dalam konteks BTS Twitter brand community. Sampel yang digunakan dalam penelitian ini merupakan anggota aktif dari komunitas brand BTS di Twitter yang berdomisili di Indonesia, berusia 18-29 tahun dan pernah membeli produk official merchandise BTS dalam kurun waktu 3 bulan terakhir. Kuesioner menggunakan platform Google Forms dan disebarkan secara online melalui Twitter. Terdapat sebanyak 419 responden yang berhasil dikumpulkan dalam penelitian ini. Selanjutnya, data yang dikumpulkan diolah dengan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa semua dimensi dari SNS Brand Community Experience yaitu Information Experience, Entertainment Experience, Homophily Experience dan Relationship-based Experience memiliki pengaruh positif terhadap SNS Brand Community Commitment dengan pengaruh paling besar dari variabel Entertainment Experience. SNS Brand Community Commitment juga ditemukan memiliki pengaruh positif terhadap Brand Attitude dan Repurchase Intention. SNS Brand Community Commitment juga memediasi secara positif hubungan antara SNS Brand Community Experience (IE, EE, HE, RE) dengan Brand Attitude dan Repurchase Intention. Selebihnya, Brand Attitude juga memiliki pengaruh positif terhadap Repurchase Intention dan juga memediasi antara variabel SNS Brand Community Commitment dan Repurchase Intention.

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This study aims to determine the effect of Social Networking Site (SNS) Brand Community Experience and SNS Brand Community Commitment on Brand Attitude and Repurchase Intention in the context of BTS Twitter brand community. The samples used in this study are active members of the BTS brand community on Twitter who resided in Indonesia, aged 18-29 years and have purchased BTS official merchandise products within the last 3 months. The questionnaire utilized Google Forms platform and was spread online through Twitter. There was a total data from 419 respondents who were successfully collected in this study. The data collected was processed using Partial Least Square - Structural Equation Modeling (SEM) method with the SmartPLS software. The results of this study indicate that all dimensions of the SNS Brand Community Experience, namely Information Experience, Entertainment Experience, Homophily Experience and Relationship-based Experience, have a positive influence on SNS Brand Community Commitment with the greatest influence coming from the Entertainment Experience variable. SNS Brand Community Commitment was also found to have a positive influence on Brand Attitude and Repurchase Intention. Moreover, SNS Brand Community Commitment also positively mediates the relationship between SNS Brand Community Experience (IE, EE, HE, RE) with Brand Attitude and Repurchase Intention. Lastly, Brand Attitude also has a positive influence on Repurchase Intention and also mediates between SNS Brand Community Commitment and Repurchase Intention variables."

"[Penelitian ini menjelaskan mengenai komunitas merek dengan mengembangkan model yang menggambarkan bagaimana pandangan pelanggan atas unsur-unsur komunitas merek pada media sosial, yaitu pandangan pelanggan atas produk, pandangan pelanggan atas merek, pandangan konsumen atas perusahaan, dan pandangan pelanggan atas pelanggan lainnya, serta tingkat keterlibatan (community engagement) terhadap kepercayaan merek. Penelitian ini berfokus pada 129 sampel yang tergabung dalam komunitas merek GoPro dan datanyadiolah dengan menggunakan analisis regresi linear berganda dan analisis regresi multivariat. Dari hasil penelitian ini diketahui bahwa terdapat pengaruh dari unsur komunitas merek yakni pandangan pelanggan atas produk, merek, perusahaan, dan pelanggan lainnya dengan brand trust. Dan community engagement sebagai variabel moderasi terbukti memiliki pengaruh dari variabel di dalam penelitian.

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This research explain about brand community by developing a model depicting how customers views with the elements of a brand community based on social media. (i.e brand, product, company, and other customers), also the level of community engagement towards brand trust. This research focused on 129 samples which joined in brand community of GoPro, and the data was tested by using multiple regression analysis and multivariate analysis regression. The result of this research indicated that the elements of brand community (customers views on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community engagement as a moderating variable also have a significant effect on the variables in this research.;This research explain about brand community by developing a model depicting

how customers views with the elements of a brand community based on social

media. (i.e brand, product, company, and other customers), also the level of

community engagement towards brand trust. This research focused on 129

samples which joined in brand community of GoPro, and the data was tested by

using multiple regression analysis and multivariate analysis regression. The result

of this research indicated that the elements of brand community (customers views

on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community

engagement as a moderating variable also have a significant effect on the

variables in this research., This research explain about brand community by developing a model depicting

how customers views with the elements of a brand community based on social

media. (i.e brand, product, company, and other customers), also the level of

community engagement towards brand trust. This research focused on 129

samples which joined in brand community of GoPro, and the data was tested by

using multiple regression analysis and multivariate analysis regression. The result

of this research indicated that the elements of brand community (customers views

on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community

engagement as a moderating variable also have a significant effect on the

variables in this research.]"

"Tujuan penelitian ini adalah meneliti peran brand community dalam pembentukan brand relationship. Variabel yang diteliti adalah brand community identification, brand community commitment, brand identification, brand commitment, dan brand attachment. Hasil penelitian menunjukkan bahwa anggota komunitas yang memiliki brand community identification dan brand community commitment cenderung untuk memiliki hubungan dengan brand, yaitu brand identification, brand commitment, dan brand attachment. Responden adalah anggota komunitas motor yang berada di wilayah Jakarta dan Depok, dan data diolah menggunakan PLS-SEM.

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The purpose of this study is to investigate the role of brand community in shaping brand relationship. The variables studied are brand community identification, brand community commitment, brand identification, brand commitment and brand attachment. The results showed that members of the community who have a brand community identification and brand community commitment tend to have a relationship with the brand, that is brand identification, brand commitment, and brand attachment. Respondents are members of motorcycle communities who are in Jakarta and Depok, and the data is processed using the PLS-SEM."

" ABSTRAK Posisi perusahaan startup lebih tidak menguntungkan dibandingkan perusahaan yang sudah mapan. Namun, kekurangan tersebut dapat dimanfaatkan sebagai teknik pemasaran yang efektif dengan mengintegrasikan cerita mengenai tantangan dan semangat pendiri untuk menghadapinya dalam biografi merek underdog brand biography . Eksperimen ini untuk mengetahui peran mediasi consumer-brand identification CBI terhadap pengaruh underdog brand biography UBB pada brand community engagement intention BCEI . Data dari kuesioner online dengan partisipan 240 warga Jabodetabek berusia 18-35 tahun yang dibagi menjadi dua kelompok. Partisipan diberikan dua manipulasi, yaitu skenario underdog dan topdog, kemudian diminta mengisi consumer-brand identification scale dan brand community engagement intention. Hipotesis diuji dengan teknik analisis regresi PROCESS dari Hayes. Hasil menunjukkan bahwa UBB berpengaruh terhadap CBI secara signifikan ? = 0,92, p < 0.01 , CBI berpengaruh terhadap BCEI secara signifikan ? = 1,97, p < 0.01 , dan CBI memediasi pengaruh UBB terhadap BCEI secara signifikan ? = -1,82 . Hasil ini menunjukkan bahwa UBB mempengaruhi BCEI konsumen melalui CBI. Implikasinya, perusahaan startup dapat meningkatkan performanya di pasar dengan menonjolkan status underdognya melalui UBB.

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ABSTRACT Startup company rsquo s position is more unfavorable than well established companies. However, this shortcoming can be utilized as an effective marketing technique by integrating the story of challenges and founders rsquo passion to tackle it in brand biography underdog brand biography . This experiment aims to determine the mediating role of consumer brand identification CBI in the effects of underdog brand biography UBB on brand community engagement intention BCEI . Data from online questionnaire consisted of 240 Jabodetabek residents aged 18 35 years old are divided between two groups. Participants were given two manipulations, underdog scenario and topdog scenario, then were asked to fill consumer brand identification scale and brand community engagement intention scale. Hypotheses were tested using PROCESS regression analysis technique from Hayes. The analysis results showed that UBB has significant effect on CBI 0,92, p 0,01 , CBI has significanty effect on BCEI 1,97, p 0,01 , and CBI significantly mediates the effect of UBB on BCEI 1,82 . This result shows that UBB influence consumer rsquo s BCEI through CBI. The implication, startup companies can improve their performance in the market by highlighting their underdog status through UBB."