SUKMASIH, SUKMASIH (2024) Pengaruh Eksistensi Brand Community Relationship melalui Brand Trust terhadap Brand Loyalty Kompas Gramedia (Survei pada followers akun Instagram @kompasgramedia periode 1 Januari – 31 Maret 2024). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the impact of brand community relationships on Kompas Gramedia's brand loyalty through brand trust using the Customer Centric Model (McAlexander, Schouten, & Koenig, 2002). A quantitative method with SEM-PLS was applied to a survey of 400 Instagram followers of @kompasgramedia from January 1 to March 31, 2024. The results indicate that Instagram-based brand communities significantly influence customer relationships with products (0.932), brands (0.909), companies (0.930), and other customers (0.883). However, only customer relationships with products significantly affect brand trust (0.751). Brand trust significantly impacts brand loyalty (0.903) and mediates the relationship between customer-product relationships and brand loyalty (0.679). Interviews revealed that the Instagram account is more often perceived as an information channel rather than a tool for building trust and loyalty. Brand loyalty is more influenced by direct experiences and the company's reputation. This research provides insights into the role of social media-based brand communities in fostering trust and loyalty in the digital era.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh hubungan komunitas merek (brand community relationship) terhadap loyalitas merek Kompas Gramedia melalui kepercayaan merek (brand trust) menggunakan pendekatan Customer Centric Model (McAlexander, Schouten, & Koenig, 2002). Metode kuantitatif dengan SEM-PLS diterapkan pada survei 400 pengikut Instagram @kompasgramedia periode 1 Januari– 31 Maret 2024. Hasil penelitian menunjukkan bahwa brand community berbasis Instagram memiliki pengaruh signifikan terhadap hubungan pelanggan dengan produk (0,932), merek (0,909), perusahaan (0,930), dan pelanggan lain (0,883). Namun, hanya hubungan pelanggan dengan produk yang signifikan terhadap kepercayaan merek (0,751). Kepercayaan merek memengaruhi loyalitas merek secara signifikan (0,903) dan memediasi hubungan pelanggan dengan produk terhadap loyalitas merek (0,679). Wawancara mengungkap bahwa akun Instagram lebih sering dianggap sebagai saluran informasi dibanding alat membangun kepercayaan dan loyalitas. Loyalitas lebih dipengaruhi oleh pengalaman langsung dan reputasi perusahaan. Penelitian ini memberikan wawasan mengenai peran komunitas merek berbasis media sosial dalam membentuk kepercayaan dan loyalitas di era digital. | |||||||||
| Uncontrolled Keywords: | Brand Community, Brand Loyalty, Brand Trust, Customer Centric Model, Social Media Brand Community, Brand Loyalty, Brand Trust, Customer Centric Model, Social Media | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Science Journalism Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Ms Sukmasih Sukmasih | |||||||||
| Date Deposited: | 04 Jul 2025 02:56 | |||||||||
| Last Modified: | 04 Jul 2025 02:56 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50314 |
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