Pengaruh Communication, Rituals/symbols, Brand History, Serta Brand Community Identification Terhadap Emotional Attachment Djarum Black Motor Community (BMC) Di Surabaya

SUDIANTO, VIVI (2013) Pengaruh Communication, Rituals/symbols, Brand History, Serta Brand Community Identification Terhadap Emotional Attachment Djarum Black Motor Community (BMC) Di Surabaya. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/233880

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh communication, rituals/symbols, brand history terhadap brand community identification serta pengaruh brand community identification terhadap emotional attachment Djarum Black Motor Community (BMC) Surabaya. Penelitian dilakukan pada anggota Djarum Black Motor Community (BMC) Surabaya. Pengolahan data dilakukan dengan menggunakan Structural Equation Modelling (SEM) dengan software LISREL versi 8.7. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik probability sampling dengan jenis simple random sampling. Data diperoleh melalui survei dengan menanyakan langsung kepada responden melalui kuesioner. Jumlah sampel dalam penelitian ini adalah 150 responden. Hasil penelitian ini menunjukkan adanya pengaruh Communication terhadap Brand Community Identification, Rituals/Symbols terhadap Brand Community Identification, Brand History terhadap Brand Community Identification, serta Brand Community Identification terhadap Emotional Attachment Djarum Black Motor Community (BMC) di Surabaya.

Item Type: Undergraduate thesis
Uncontrolled Keywords: Communication, Rituals/Symbols, Brand History, Brand Community Identification, dan Emotional Attachment
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Moch. Ali Syamsudin 197011
Date Deposited: 16 Apr 2014 09:50
Last Modified: 16 Apr 2014 09:50
URI: http://repository.ubaya.ac.id/id/eprint/11080

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