PENGARUH KOMUNITAS MEREK TERHADAP POSITIVE WORD OF MOUTH
Abstract: The power of
community to influence society are no doubt. The community
invite and campaign
the society to
use bicycle by building community. By seeing the power of
community in influencing society,
at this time
companies are trying
to envolve their
own community and connect
it with their
brand or usually
called brand community. This
research are to
analyze and discuss
the effect of brand community on positive word of mouth
in Surabaya Polygoners community.
using customer-centric model
of brand community
by McAlexander et al., approach. The type of this research is
quantitativusing purposive sampling
with sample size
of 110 respondents. Statistics analysis
used was simple
linear regression using
PASW Statistics 18. Result of the research shows that brand community
has positive effect on
positive word of
mouth. It means
that there are linear relationship between independent
variable and dependent.
Keywords: brand community,
word of mouth, customer-centric model of brand community, and community
building
Penulis: HARUMMA NILA SAPUTRI,
ANIK LESTARI ANDJARWATI
Kode Jurnal: jpmanajemendd140934
