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 effect of product quality on customer loyalty mediated by customer experience in Bata shoe products in Bandung City. The research focuses on the importance of improving product quality and customer experience to strengthen customer loyalty amid the increasingly competitive footwear industry. This study employed a quantitative approach using a survey method. The respondents consisted of 170 Bata shoe consumers in Bandung City selected through purposive sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method with SmartPLS software. The results indicate that product quality, customer experience, and customer loyalty are all categorized as good. Product quality has a positive and significant effect on both customer experience and customer loyalty. Furthermore, customer experience has a positive and significant effect on customer loyalty and significantly mediates the relationship between product quality and customer loyalty. These findings suggest that improving product quality, supported by a positive customer experience, is an effective strategy for enhancing customer loyalty toward Bata shoes in Bandung City.