relation: https://eprints.untirta.ac.id/50314/
title: 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)
creator: SUKMASIH, SUKMASIH
subject: Public Relations Science
subject: Science Journalism
subject: Communication (General)
description: 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.
date: 2024
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/50314/2/SUKMASIH_6662180107_01.pdf
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identifier: https://eprints.untirta.ac.id/50314/3/SUKMASIH_6662180107_02.pdf
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identifier: https://eprints.untirta.ac.id/50314/4/SUKMASIH_6662180107_03.pdf
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identifier: https://eprints.untirta.ac.id/50314/5/SUKMASIH_6662180107_04.pdf
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identifier: https://eprints.untirta.ac.id/50314/6/SUKMASIH_6662180107_05.pdf
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identifier: https://eprints.untirta.ac.id/50314/7/SUKMASIH_6662180107_FULL%20TEXT.pdf
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identifier: https://eprints.untirta.ac.id/50314/8/SUKMASIH_6662180107_REFF.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50314/9/SUKMASIH_6662180107_LAMP.pdf
identifier:   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.