PENGARUH BRAND COMMUNITY DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY ( SURVEY PADA ANGGOTA KOMUNITAS VESPA MATIC DI KOTA BANDUNG)

Abstrak

Penelitian ini bertujuan untuk mengetahui gambaran serta pengaruh Brand Community dan Brand Experience terhadap Brand Loyalty pada anggota komunitas Vespa di Kota Bandung. Penelitian ini dilatarbelakangi oleh penurunan pembelian pada dealer vespa dan masih rendahnya keterlibatan anggota dalam aktivitas komunitas serta belum optimalnya pengalaman merek yang berpotensi memengaruhi loyalitas terhadap merek Vespa. Penelitian menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Responden penelitian berjumlah 130 anggota komunitas Vespa di Kota Bandung yang dipilih melalui teknik survei menggunakan kuesioner. Analisis data dilakukan menggunakan IBM Statistical Package for the Social Sciences (IBM SPSS) dengan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa Brand Community, Brand Experience, dan Brand Loyalty berada pada kategori baik. Secara parsial maupun simultan, Brand Community dan Brand Experience berpengaruh positif dan signifikan terhadap Brand Loyalty. Temuan ini menunjukkan bahwa semakin kuat komunitas merek dan semakin positif pengalaman merek yang dirasakan konsumen, maka semakin tinggi loyalitas terhadap merek Vespa.

This study aims to examine the description and influence of Brand Community and Brand Experience on Brand Loyalty among members of the Vespa scooter community in Bandung City. The study was motivated by the decline in sales at Vespa dealerships, the low level of member participation in community activities, and the suboptimal brand experience perceived by consumers, which may affect brand loyalty toward Vespa. This research employed descriptive and verificative methods with a quantitative approach. The respondents consisted of 130 members of the Vespa scooter community in Bandung City, selected through a survey using questionnaires. Data were analyzed using the IBM Statistical Package for the Social Sciences (IBM SPSS) with multiple linear regression analysis. The results indicate that Brand Community, Brand Experience, and Brand Loyalty are all in the good category. Both partially and simultaneously, Brand Community and Brand Experience have a positive and significant effect on Brand Loyalty. These findings indicate that stronger brand communities and more positive brand experiences contribute to higher brand loyalty toward Vespa.