Abstract
Consumers in their decision-making process have undergone changes, which were originally simple behaviors that have developed into complex and highly dynamic processes. The purpose of this study is to analyze the influence of brand salience and community on brand love, loyalty and brand advocacy” (a survey of Riamiranda brand customers in Indonesia). The approach used in this research is explanatory research (explanatory research) with a quantitative paradigm and survey methods. The research was conducted throughout Indonesia and was conducted with an online survey with the consideration to reach all respondents in Indonesia without borders (borderless). The population used is all Riamiranda customers in Indonesia. The number of the population cannot be known with certainty so that the sample in this study was determined using the Machin and Campbell (1989) formula so that the research sample was rounded off from the first iteration of 200 respondents. The sampling technique that can be used is purporsive sampling. The results show 1) Brand Salience has a positive and significant influence on Brand Love 2) Brand Salience has a positive and significant influence on Loyalty 3) Community has a positive and significant influence on brand love 4) Community has a positive and significant influence on loyalty 5) brand love has a positive and significant influence on loyalty. The brand salience variable has a dominant influence on brand love and loyalty so that if HRM wants to increase consumer loyalty, what must be considered is product knowledge, Keywords: brand salience, brand love, community, loyalty DOI: 10.7176/JESD/12-20-03 Publication date: October 31 st 2021
Highlights
Consumers in their decision-making process have undergone changes, which were originally simple behaviors that have developed into complex and highly dynamic processes
Based on table 4.13 above, it can be seen that the Brand Love variable has an R-square value of 0.659 which gives an indication of moderate influence in other words the Brand Love variable can be influenced by Brand Salience and Community variables by 65.9% and the rest can be influenced by other variables
Loyalty variable has an R-square value of 0.697 which indicates a strong influence in other words Loyalty variable can be influenced by Brand Salience, Community and Brand Love by 69.7% and the rest can be influenced by other variables
Summary
Consumers in their decision-making process have undergone changes, which were originally simple behaviors that have developed into complex and highly dynamic processes. This change is nothing but influenced by interactions with the environment both from within the company and from outside the company. The Theory of Reasoned Action (TRA) proposed by Fishbein and Ajzen (1975) is a theory of attitudes and/or behavior that creates a causal relationship between attitudes, subjective norms, behavioral intentions and behavior. This theory deals with awareness and the relationship between intention to do and a person's actual behavior. Individual intention to perform behavior is a combination of attitude towards behavior and subjective norms which include behavioral beliefs, evaluation of behavioral outcomes, subjective norms, normative beliefs and motivation to behave
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
