ANALYSIS OF EFFECT OF BRAND COMMUNITY TO BRAND LOYALTY OF THE USERS COMMUNITY OF INDOSAT PRODUCTS AT FACULTY OF ECONOMIC OF RIAU UNIVERSITY

Abstract

The study was conducted on students of the Faculty of Economics, University of Riau are using Indosat and incorporated in the User Community of Indosat Product on Faculty of Economics, University of Riau Indosat in order to analyze the influence of variables consisting of Brand Community Legitimacy, Shared Awareness, Celebrating History Brand, Sharing Brand Stories, Integration and Sustaining Members, and Helps in the Use of Brand, Loyalty for Consumer Product User Community Indosat Faculty of Economics, University of Riau. Sampling was done by the Slovin method research that was resulting 90 people as respondents, and then using purposive random sampling in classifications. The method of analysis used is the crosstabulation, data analysis done partially and simultaneously (multiple linear regression analysis with SPSS 19.0). From the results of simultaneous testing (Test F), indicating that all the independent variables studied had a significant effect on the dependent variable. Partial regression test (t test) showed that the variables Together Awareness has a more significant effect on the dependent variable at Indosat User Community of Faculty of Economics, University of Riau. The magnitude of the effect caused by these two variables together against the dependent variable of 60.1%, this means that Legitimacy, Shared Awareness, Celebrating Brand History, Sharing Brand Stories, Integration and Retain Members, and Helps in use of Brand simultaneously affect Brand Loyalty at the percentage of 60.1%. While 39.9% are influenced by factors that are not addressed in this study. Thus, we can conclude that the variable Legitimacy, Shared Awareness, Celebrating History Brand, Brand Sharing Stories, Integration and Retain Members, and Helps in the Use of Brand partially and simultaneously positive and has significant impact on Brand Loyalty to User Community of Indosat Product on Faculty of Economics, University of Riau. In addition, the Shared Awareness variable are variable that have more influences on Brand Loyality, when compared with the other variables.