DETAIL KOLEKSI

Anteseden Dan Konsekuensi Customer To Customer Interaction

5.0


Oleh : Iis Dwi Indrawati

Info Katalog

Nomor Panggil : 2018_TA_MJ_022132026

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Fatik Rahayu

Subyek : Brand community;Marketing management

Kata Kunci : brand community, online community, perceived personalization, familiarity among members, brand commu


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022132026_Halaman-Judul.pdf 1179.91
2. 2018_TA_MJ_022132026_Bab-1.pdf 575.24
3. 2018_TA_MJ_022132026_Bab-2.pdf 766.38
4. 2018_TA_MJ_022132026_Bab-3.pdf 940.19
5. 2018_TA_MJ_022132026_Bab-4.pdf 916.96
6. 2018_TA_MJ_022132026_Bab-5.pdf 550.45
7. 2018_TA_MJ_022132026_Daftar-Pustaka.pdf 546.62
8. 2018_TA_MJ_022132026_Lampiran.pdf 2643.22

P Penelitian ini bertujuan untuk menganalisis karakteristik brand community (perceived personalization dan perceived familiarity) yang berpengaruh terhadap brand community engagement melalui interaksi customer to customer (C2C).Metodologi penelitian ini menggunakan survey kuisioner yang dibagikan kepada anggota komunitas online sepeda motor merek Kawasaki Ninja untuk menguji hipotesis penelitian ini. Hasil dari penelitian ini menjelaskan bahwa hubungan diantara variabel brand community adalah signifikan. Interaksi customer to customer interactions (C2C) memediasi hubungan antara variabel terhadap brand community engagement. Pengaruh perceived personalization melalui kualitas customer to customer interaction (C2C) berpengaruh terhadap pembentukan brand community engagement.Pemasar harus memanfaatkan interaksi customer to customer interaction (C2C) pada brand community untuk kepentingan perusahaan sebagai strategi pemasaran untuk memperoleh pelanggan baru, meningkatkan loyalitas pelanggan, dan kemudian akan meningkatkan penjualan. Dengan mengelola brand community melalui perceived personalization yang diharapkan oleh anggota komunitas, dan familiarity melalui customer to customer interaction akan meningkatkan brand community engagement. Penelitian ini berpendapat bahwa perusahaan harus mengelola online brand community secara intensif dalam rangka meningkatkan engagement.. Untuk melakukannya, perusahaan perlu mengalokasikan ruang dimana customer to customer interaction (C2C) dapat terjadi secara aktif pada brand community, misalnya dalam forum diskusi.

T The purpose of this paper is to explore whether brand community characteristics (perceived personalization and familiarity among members) affect brand community engagement through customer-to-customer (C2C) interaction.This methodology used a survey questionnaire was distributed to members of online brand communities bikes of Kawasaki Ninja to test the research hypotheses.The findings showed that the relationships among the brand community constructs are significant. C2C interaction mediates the relations between the characteristic variables and brand community engagement. Furthermore, the findings revealed that brand community trust moderates the effects of perceived personalization on the quality of C2C interaction and on brand community engagement. It also moderates the relations between perceived familiarity among community members and each of brand community engagement and the quality of C2C interaction.Practically, marketers should utilize a brand community’s C2C interaction for its marketing strategies to get new customers, increase customers’ loyalty, and finally will increase sales volume. Moreover, managing brand communities by focusing on perceived personalized service and the familiarity of members can also ultimately increase community engagement by enhancing the quality of C2C communication. The value of this study argues that firms need to manage online brand communities intensively in order to increase members’ community engagement. To do so, they need to allocate spaces in which C2C communication can actively occur within brand communities, for example, in a discussion forum.

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