PENGARUH BRAND COMMUNITY PRODUK STAR WARS TERHADAP LOYALITAS MEREK ANGGOTA ORDER 66 BANDUNG OUTPOST.
ABSTRAK
Tria Gustina. 210110090168. 2013. “Pengaruh Brand Community Produk
Star Wars terhadap Loyalitas Merek Anggota Order 66 Bandung Outpost”.
Dibawah bimbingan Agus Setiaman, S.Sos., M.I.Kom., sebagai dosen
pembimbing utama, dan Ilham Gemiharto, S.Sos., M.Si., sebagai pembimbing
pendamping. Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas
Padjadjaran.
Penelitian ini bertujuan untuk mengetahui pengaruh brand community
terhadap brand trust dan dampaknya terhadap loyalitas merek anggota Order 66
Bandung Outpost. Metode yang digunakan adalah analisis jalur dengan alat
pengumpulan data berupa kuesioner, wawancara, dan studi kepustakaan.
Responden berjumlah 62 orang dengan teknik sampling berdasarkan metode
sampel acak sederhana.
Hasil penelitian menunjukan bahwa dari hasil pengujian model struktural
hubungan kausal antarvariabel terungkap adanya jalur pengaruh yang signifikan
atau bermakna secara statistik baik parsial maupun simultan antara variabel
conciousness of kind, rituals and traditions, dan sense of moral responsibility
terhadap brand trust produk Star Wars maupun loyalitas merek anggota Order 66
Bandung Outpost.
i
ABSTRACT
Gustina, Tria. 210110090168. 2013. “The Influence of Brand Community
Star Wars Product towards Brand Loyalty of Order 66 Bandung Outpost
Members”. Under supervisory of Mr. Agus Setaman, S.Sos., M.I.Kom., as the
primary supervisor and Mr. Ilham Gemiharto, S.Sos., M.Si., as a supervising
companion. Management of Communication, Faculty of Communication Science,
Padjadjaran University.
The purpose oh this research is tp find out the influence of brand community
towards brand trust and its impact to brand loyalty of Order 66 Bandung Outpost
members. The research method used is path analysis with questionnare, interview,
and literature study as data collection tool. Total respondents of this research are
62 person with simple random sampling method.
The result of this research shown that the test of structural model
examination causal relation between the variables reveled a significant path
influence or statistically matters either partial or simultaneous among the
variables conciousness of kind, rituals and tradition, and sense of moral
responsibility towards brand trust of Star Wars product and brand loyalty of
Order 66 Bandung Outpost members.
ii
Tria Gustina. 210110090168. 2013. “Pengaruh Brand Community Produk
Star Wars terhadap Loyalitas Merek Anggota Order 66 Bandung Outpost”.
Dibawah bimbingan Agus Setiaman, S.Sos., M.I.Kom., sebagai dosen
pembimbing utama, dan Ilham Gemiharto, S.Sos., M.Si., sebagai pembimbing
pendamping. Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas
Padjadjaran.
Penelitian ini bertujuan untuk mengetahui pengaruh brand community
terhadap brand trust dan dampaknya terhadap loyalitas merek anggota Order 66
Bandung Outpost. Metode yang digunakan adalah analisis jalur dengan alat
pengumpulan data berupa kuesioner, wawancara, dan studi kepustakaan.
Responden berjumlah 62 orang dengan teknik sampling berdasarkan metode
sampel acak sederhana.
Hasil penelitian menunjukan bahwa dari hasil pengujian model struktural
hubungan kausal antarvariabel terungkap adanya jalur pengaruh yang signifikan
atau bermakna secara statistik baik parsial maupun simultan antara variabel
conciousness of kind, rituals and traditions, dan sense of moral responsibility
terhadap brand trust produk Star Wars maupun loyalitas merek anggota Order 66
Bandung Outpost.
i
ABSTRACT
Gustina, Tria. 210110090168. 2013. “The Influence of Brand Community
Star Wars Product towards Brand Loyalty of Order 66 Bandung Outpost
Members”. Under supervisory of Mr. Agus Setaman, S.Sos., M.I.Kom., as the
primary supervisor and Mr. Ilham Gemiharto, S.Sos., M.Si., as a supervising
companion. Management of Communication, Faculty of Communication Science,
Padjadjaran University.
The purpose oh this research is tp find out the influence of brand community
towards brand trust and its impact to brand loyalty of Order 66 Bandung Outpost
members. The research method used is path analysis with questionnare, interview,
and literature study as data collection tool. Total respondents of this research are
62 person with simple random sampling method.
The result of this research shown that the test of structural model
examination causal relation between the variables reveled a significant path
influence or statistically matters either partial or simultaneous among the
variables conciousness of kind, rituals and tradition, and sense of moral
responsibility towards brand trust of Star Wars product and brand loyalty of
Order 66 Bandung Outpost members.
ii