Pengaruh Brand Community dan Ekuitas Merek terhadap Loyalitas Pelanggan

  • Nurlaili Nisfiyah STIE Widya Gama Lumajang
  • Nurul Alvia STIE Widya Gama Lumajang
  • Ferian Rizki Agustiar STIE Widya Gama Lumajang
  • Riza Bahtiar Sulistyan STIE Widya Gama Lumajang

Abstract

In Lumajang Regency began to emerge began to appear brands of motorbikes that resembled the Ninja 250R and began to form new communities of these new products. The purpose of this research is to overcome the shift from the existence of new products that form new communities. In this case in terms of brand community and brand equity in influencing customer loyalty. The method used is multiple linear regression analysis. 37 members of the 250R ninja community in Lumajang Regency were willing to be sampled. The results of the study show that the brand community has a significant effect on the customer loyalty of the Kawasaki Ninja 250R community in Lumajang. This means that the higher the brand community, the higher customer loyalty will be. But brand equity has no significant effect on customer loyalty of the Kawasaki Ninja 250R community in Lumajang. This means that the higher brand equity, the customer loyalty will remain or an increase but not significant.

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Published
2019-07-06