Artikel Ilmiah : C1B015090 a.n. MUHAMAD FAQIH
| NIM | C1B015090 |
|---|---|
| Namamhs | MUHAMAD FAQIH |
| Judul Artikel | PENGARUH ONLINE BRAND COMMUNITY, PRODUCT QUALITY, DAN HARGA TERHADAP BRAND LOYALTY (Studi pada pengguna smartphone Xiaomi yang terdaftar sebagai member Mi Community di Purwokerto) |
| Abstrak (Bhs. Indonesia) | Penelitian ini merupakan studi empiris dengan judul “Pengaruh Online Brand Community, Product Quality, dan Harga terhadap Brand Loyalty Studi pada pengguna Smartphone Xiaomi yang Terdaftar sebagai Member Mi Community di Kota Purwokerto”. Penelitian ini bertujuan untuk menganalisis pengaruh variabel online brand community, product quality dan harga terhadap variabel brand loyalty. Populasi dalam penelitian ini adalah responden yang berusia minimal 17 tahun, telah menggunakan smartphone merek Xiaomi minimal selama 1 tahun, telah terdaftar sebagai member Mi Community minimal selama satu tahun. Sampel penelitian ini sebanyak 96 responden diambil menggunakan purposive sampling. Data dianalisis menggunakan metode analisis regresi berganda. Hasil penelitian menunjukan bahwa: (1) online brand community berpengaruh positif terhadap brand loyalty, (2) product quality berpengaruh positif terhadap brand loyalty, dan (3) harga berpengaruh positif terhadap brand loyalty. |
| Abtrak (Bhs. Inggris) | This research is an empirical study with the title “The Effect of Online Brand Community, Product Quality, and Price on Brand Loyalty Study in User of Smartphone Xiaomi that Registered as Member of Mi Community Purwokerto” this study aims to analyze the variables of online brand community, product quality, and price on the variable brand loyalty. The population who were invited as respondents in this study were invited minimum ages 17 years old, had used smartphone Xiaomi minimum one year, had registered as member Mi Community minimum one year. The sample of this study was 96 respondents who were taken using the purposive sampling method. Data were analysed using multiple regression analysis. The result showed that: (1) online brand community has a positive effect on brand loyalty, (2) product quality has a positive effect on brand loyalty, and (3) price has a positive effect on brand loyalty. |
| Kata kunci | Online Brand Community, Product Quality, Price, Brand Loyalty |
| Pembimbing 1 | Nur Choirul Afif |
| Pembimbing 2 | Tiladela Luhita |
| Pembimbing 3 | Sri Martini |
| Tahun | 2019 |
| Jumlah Halaman | 15 |
| Tgl. Entri | 2019-11-08 00:10:24.230512 |