出版社：Departemen Ilmu Komunikasi, FISIP Universitas Indonesia
摘要：Brand Love merupakan salah satu konstruk baru dalam pemasaran untuk mengukur hubungan emosional antara brand dan konsumen. Brand love didasarkan pada dugaan bahwa brand memiliki karakter manusia dan konsumen memiliki perasaan emosional terhadap brand. Penelitian mengenai brand love umumnya mengunakan pendekatan hubungan interpersonal dimana peranan identitas dan identifikasi menjadi penting. Penelitian ini bertujuan untuk membuktikan bahwa komunikasi pemasaran dalam komunitas online brand melalui variable social interactive engagement berpengaruh terhadap brand Love, yang termediasi oleh social identity. Penelitian dilakukan melalui metode survei terhadap sample yang dikumpulkan secara purposive terhadap anggota komunitas online brand berusia 20-44 tahun dan bekerja di area Sudirman-SCBD Jakarta. Hipotesis kemudian diuji menggunakan Partial Least Square Structural Equation Modeling. Penelitian menemukan adanya hubungan positif antara interaktivitas anggota komunitas online terhadap Brand Love yang termediasi variabel identitas sosial dan. Penelitian ini memberikan sumbangsih bagi perkembangan teori Brand Love terutama pada indikator-indikatornya dan saran bagi marketer untuk memanfaatkan komunitas online sebagai bagian strategi integrated marketing communication. Brand Love is a new construction in marketing to measure emotional relationship between brand and consumers. Brand love was founded based on an assumption that brand keeps human characters and consumers develop an emotional feeling toward brand. Research about brand love generally uses interpersonal relationship approach, where the role of identity and identification matters. The research aims to prove marketing communication in the virtual brand community using variable social interactive engagement impacts on Brand Love which is mediated by social identity. The research uses survey as a method with samples collected on purpose among virtual brand community members aged 20-44 and working in Sudirman-SCBD Jakarta. The hypothesis is tested by using Partial Least Square Structural Equation Modeling. This research finds a positive correlation between interactivity of the online community and Brand Love which is mediated by social identity. This research contributes to theoretical development of Brand Love particularly on indicators and suggests marketers to utilize online community as a part of integrated marketing communication strategy.
其他摘要：Brand Love merupakan salah satu konstruk baru dalam pemasaran untuk mengukur hubungan emosional antara brand dan konsumen. Brand love didasarkan pada dugaan bahwa brand memiliki karakter manusia dan konsumen memiliki perasaan emosional terhadap brand. Penelitian mengenai brand love umumnya mengunakan pendekatan hubungan interpersonal dimana peranan identitas dan identifikasi menjadi penting. Penelitian ini bertujuan untuk membuktikan bahwa komunikasi pemasaran dalam komunitas online brand melalui variable social interactive engagement berpengaruh terhadap brand Love, yang termediasi oleh social identity. Penelitian dilakukan melalui metode survei terhadap sample yang dikumpulkan secara purposive terhadap anggota komunitas online brand berusia 20-44 tahun dan bekerja di area Sudirman-SCBD Jakarta. Hipotesis kemudian diuji menggunakan Partial Least Square Structural Equation Modeling. Penelitian menemukan adanya hubungan positif antara interaktivitas anggota komunitas online terhadap Brand Love yang termediasi variabel identitas sosial dan. Penelitian ini memberikan sumbangsih bagi perkembangan teori Brand Love terutama pada indikator-indikatornya dan saran bagi marketer untuk memanfaatkan komunitas online sebagai bagian strategi integrated marketing communication. Brand Love is a new construction in marketing to measure emotional relationship between brand and consumers. Brand love was founded based on an assumption that brand keeps human characters and consumers develop an emotional feeling toward brand. Research about brand love generally uses interpersonal relationship approach, where the role of identity and identification matters. The research aims to prove marketing communication in the virtual brand community using variable social interactive engagement impacts on Brand Love which is mediated by social identity. The research uses survey as a method with samples collected on purpose among virtual brand community members aged 20-44 and working in Sudirman-SCBD Jakarta. The hypothesis is tested by using Partial Least Square Structural Equation Modeling. This research finds a positive correlation between interactivity of the online community and Brand Love which is mediated by social identity. This research contributes to theoretical development of Brand Love particularly on indicators and suggests marketers to utilize online community as a part of integrated marketing communication strategy.
关键词：Merek; Brand Love; Virtual Brand Community; Social Interactive Engagement; identitas sosial
