THE BRAND COMMUNITY JOURNEY INTO BRAND LOYALTY OF INDONESIAN CAR OWNER COMMUNITY (Case: Pajero Indonesia One)

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dc.contributor.authorNilasari, Irma
dc.contributor.authorPutri, Ratna Komala
dc.contributor.authorPutra, Ivan Gumilar Sambas
dc.contributor.authorAnggapradja, Indra Taruna
dc.date.accessioned2021-02-09T02:39:40Z
dc.date.available2021-02-09T02:39:40Z
dc.date.issued2020
dc.description.abstractBrand community as a tool for customer retention strategy is widely accepted by marketing scholars as well as practitioners. The brand community affect and trust will influence directly and indirectly brand loyalty via brand community commitment. The present study conducted this framework of thinking to 327 members of PI.One as Pajero owner community in Indonesia as respondents. The factor analysis found that in PI.One environment, respondents do not differentiate between affect and trust. Thus, the independent variables merged into brand community affect and trust (BCAT). The hypotheses testing found that all hypotheses are supported. Several implications and also future researches are discussed at the end of this article.en_US
dc.identifier.issn1475-7192
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12246
dc.language.isoenen_US
dc.publisherInternational Journal of Psychosocial Rehabilitation, Vol.24, Issue 02en_US
dc.subjectBrand Communityen_US
dc.subjectBrand Community Commitmenten_US
dc.subjectBrand Loyaltyen_US
dc.subjectIndonesiaen_US
dc.titleTHE BRAND COMMUNITY JOURNEY INTO BRAND LOYALTY OF INDONESIAN CAR OWNER COMMUNITY (Case: Pajero Indonesia One)en_US
dc.typeArticleen_US
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