PENGARUH BRAND COMMUNITY INTEGRATION DAN KEPUASAN PADA LOYALITAS

Abstract

The main currents of thought that satisfaction becomes an important variable of customer loyalty need to be expanded and developed. Maintain customer loyalty by keeping only the satisfaction, according to some researchers is not enough. Marketers need to put consumers in a "complex web of connections" to generate loyalty. This complex network of relationships is called the "brand community integration." This research examines the influence of brand community integration and satisfaction on loyalty research conducted at two service centers which include a cafe and fitness center. Sampling using quotas are taken at each service center with 250 respondents. Respondents in each service are grouped into two groups of experienced and inexperienced groups. Data analysis conducted separately between the two services using structural equation modeling analysis (SEM) for data analysis shows that satisfaction at the cafe does not become a mediator between brand community integration and loyalty to the group which lacks of experience. On the other hand, the analysis of sample data in the fitness center shows that satisfaction becomes a mediator between brand community integration and loyalty to the group which lacks of experience.