Designing Brand Community Development Guideline to Secure Customers: A Case Study of Semudah Health

Abstract

One of the biggest challenges for Indonesia to develop the health device industry is regarding the permit administration and regulations, health technology device companies in Indonesia requires 24 to 36 months to take care of it. This long and time-consuming process could lead to delays of the development and launch of the products, this will lead to a decrease of customer’s trust and loyalty towards the brand. Thus, this research is conducted to identify the factors influencing customer loyalty towards the brand through a brand community and provide recommendation for development plan for the company which become the object of this research. Quantitative method is used in this research and online survey as its instrument. This study used 254 respondents that are Indonesian members of diabetes communities on Facebook as its participants. The research reveals that Utilitarian Value and Hedonic Value have a positive significant relationship on Brand Trust and Brand Trust has a positive significant relationship towards Customer Loyalty. Brand Trust also partially-mediated the relationship between Utilitarian Value and Hedonic Value towards Customer Loyalty. The findings of this study give recommendations to the object company of this research to create a development plan for their brand community based on the factors identified which significantly influences customer loyalty of the brand community members.