ABSTRACT Brand loyalty is one indicator of the success of the company through customers who have been loyal to the product or brand to promote the new consumer. Elements that influence the brand loyalty that is: brand community integration consisting of product, brand community, and the company. This study aims to examine the influence of brand community integration of brand loyalty: satisfaction as mediating variables. This research was conducted in Bandung using the 250 respondents who can be studied. The characteristics used were based on membership, ownership of the card member, the length of a member, member loyalty, product purchase Viking, and Viking product use on the Viking community. Methods of data analysis used method of path analysis by SPSS version of the tool 11:50. The research instrument was adopted from Mc. Alexander et el (2002) Based on the results of research, community and Viking brand community to yield significant results in brand loyalty, brand community and the Viking community to yield significant results in satisfaction, brand and Viking community communtiy to yield significant results in brand loyalty through satisfaction. . The biggest influence is the influence of brand community has the greatest influence on brand loyalty. Key Words: Brand community integration, product, brand community, viking community brand loyalty, satisfaction.
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ABSTRAK Brand loyalty merupakan salah satu indicator kesuksesan perusahaan melalui konsumen yang telah setia pada produk atau merek untuk meningkatkan konsumen yang baru. Elemen yang mempengaruhi brand loyalty yaitu: brand community integration yang terdiri dari product, brand community, dan company. Penelitian ini bertujuan untuk meneliti pengaruh brand community integration pada brand loyalty: satisfaction sebagai variabel mediasi. Penelitian ini dilakukan di Bandung dengan menggunakan 250 responden yang dapat diteliti. Karakteristik yang digunakan adalah berdasarkan keanggotaan, kepemilikan kartu member, lamanya menjadi anggota, kesetiaan anggota, pembelian produk Viking, dan penggunaan produk Viking pada komunitas Viking. Metode analisis data yang digunakan adalah metode analisis jalur dengan alat bantu SPSS versi 11.50. Instrumen penelitian diadopsi dari Mc. Alexander et el (2002) Berdasarkan hasil penelitian, brand community dan Viking community memberikan hasil yang signifikan pada brand loyalty; brand community dan Viking community memberikan hasil yang signifikan pada satisfaction; brand communtiy dan Viking community memberikan hasil yang signifikan pada brand loyalty melalui satisfaction.. Pengaruh terbesar adalah pengaruh brand community memiliki pengaruh paling besar pada brand loyalty. Kata-kata kunci: Brand community integration, product, brand community, Viking community, brand loyalty, satisfaction.
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DAFTAR ISI
HALAMAN JUDUL............................................................................................ i HALAMAN PENGESAHAN............................................................................. ii SURAT PERNYATAAN KEASLIAN SKRIPSI..............................................iii SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN .................................................................iv KATA PENGATAR ............................................................................................ i DAFTAR ISI ....................................................................................................... v DAFTAR TABEL .............................................................................................. ix DAFTAR GAMBAR ......................................................................................... xi DAFTAR LAMPIRAN ..................................................................................... xii ABSTRAKSI ...................................................................................................xiii ABSTRACT ....................................................................................................... xiv
BAB I PENDAHULUAN 1.1
Latar belakang .............................................................................. 1
1.2
Identifikasi Masalah ................................................................... 13
1.3
Maksud dan Tujuan Penelitian ................................................... 14
1.4
Kegunaan Penelitian................................................................... 15
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN PENGEMBANGAN HIPOTESIS 2.1
Brand (Merek)............................................................................ 16
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2.2
Brand Equity (Ekuitas Merek) ................................................... 18
2.3
Brand Relationship (Hubungan Merek) ..................................... 21
2.4
Brand Loyalty (Loyalitas Merek) ............................................... 22
2.5
Brand Community (Komunitas Merek) ....................................... 25
2.6
Satisfaction (Kepuasaan) ............................................................. 27
2.7
Pengaruh Langsung Brand Community Integration pada Brand Loyalty ....................................................................................... 28
2.8
Pengaruh Langsung Brand Community Integration pada Satisfaction ................................................................................ 28
2.9
Pengaruh tidak langsung Brand Community Integration pada Brand Loyalty: yang dimediasi Satisfaction .............................. 30
2.10
Rerangka Pemikiran .................................................................. 31
2.11
Model Penelitian ....................................................................... 31
2.12
Hipotesis Penelitian ................................................................... 32
BAB III METODE PENELITIAN 3.1
Jenis Penelitian ............................................................................ 35
3.2
Populasi dan Sampel ................................................................... 36
3.3
Metode Pengambilan Sampel ...................................................... 36
3.4
Metode Pengumpulan Data ......................................................... 37
3.5
Uji Validitas ................................................................................ 39 3.5.1 Metode Confirmatory Factor Analysis ............................. 40 3.5.2
3.6
Hasil Uji Validitas ........................................................... 41
Uji Reliabilitas.............................................................................. 45
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3.6.1 Hasil Uji Reliabilitas ........................................................... 46 3.7
Uji Asumsi Klasik ........................................................................ 47 3.7.1 Uji Outlier .......................................................................... 47 3.7.2 Uji Normalitas.................................................................... 50 3.7.3 Uji Heteroskedisitas ........................................................... 52 3.7.4 Uji Multikolinearitas .......................................................... 55
3.8
Definisi Operasional Variabel ..................................................... 57 3.8.1 Operasional Variabel ......................................................... 58
3.10
Metode Analisis Data ................................................................ 66
BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Hasil Respon Kuesioner ................................................................. 68 4.2. Karakteristik Responden ................................................................ 69 4.2.1 Karakteristik Responden Berdasarkan Keanggotaan pada Komunitas Viking ..................................................... 69 4.2.2 Karakteristik Responden Berdasarkan Kepemilika Kartu Member Komunitas Viking ................................................. 70 4.2.3 Karakteristik Responden Berdasarkan Lamanya Menjadi Anggota Komunitas Viking ................................................. 71 4.2.4 Karakteristik Responden Berdasarkan Kesetiaan Anggota Terhadap Komunitas Viking
73
4.2.5 Karakteristik Responden Berdasarkan Pembelian Produk Viking
74
4.2.6 Karakteristik Responden Berdasarkan Penggunaan
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Produk Viking .................................................................... 75 4.3 Pengujian Hipotesis dan Pembahasan ............................................ 75 4.3.1 Hasil Pengujian Hipotesis Pertama (H1) .............................. 77 4.3.2 Hasil Pengujian Hipotesis Kedua (H2) ................................. 81 4.3.3 Hasil Pengujian Hipotesis Ketiga (H3) ................................. 85 4.4 Pengujian Hipotesis dan Pembahasan ............................................ 86 4.4.1 Hasil Pengujian Hipotesis Keempat (H4) .............................. 88 4.4.2 Hasil Pengujian Hipotesis Kelima (H5)................................. 93 4.4.3 Hasil Pengujian Hipotesis Keenam (H6) ............................... 97 4.4.4 Hasil Pengujian Hipotesis Ketujuh (H7) ............................... 98 4.4.5 Hasil Pengujian Hipotesis Kedelapan (H8) ........................... 99 4.5Pembahasan Hasil Penelitian ......................................................... 101 4.6Perbandingan dengan Penelitian Terdahulu ................................... 110
BAB V SIMPULAN DAN SARAN 5.1 Simpulan....................................................................................... 114 5.2 Implikasi Manajerial .................................................................... 116 5.3 Keterbatasan Penelitian ................................................................ 116 5.4 Saran ............................................................................................. 117
DAFTAR PUSTAKA LAMPIRAN DAFTAR RIWAYAT HIDUP PENELITI (CURRICULUM VITAE)
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DAFTAR TABEL
Tabel 1 KMO and Barlett’s Test Komunitas Viking ........................................ 41 Tabel 2 Rotated Component Matrix Komunitas Viking ................................... 42 Tabel 3 Ringkasan Hasil Pengujian Komunitas Viking .................................... 44 Tabel 4 Hasil Pengujian Reliabilitas Komunitas Viking .................................. 46 Tabel 5 Uji Hasil Outlier ................................................................................... 49 Tabel 6 Uji Hasil Outlier ................................................................................... 50 Tabel 7 Hasil Uji Normalitas (One- Sample Kolmogorov- Smirnov Test)........ 51 Tabel 8 Hasil Uji Normalitas (One-Sample Kolmogorov- Smirnov Test)......... 52 Tabel 9 Coefficients – Uji Heteroskedisitas ...................................................... 54 Tabel 10 Coefficiens – Uji Heteroskedasitas .................................................... 54 Tabel 11 Cofficients – Uji Multikolinearitas..................................................... 56 Tabel 12 Cofficients – Uji Multikolineartias..................................................... 57 Tabel 13 Operasionalisasi Variabel .................................................................. 60 Tabel 14 Karakteristik Responden Berdasarkan Keanggotaan pada Komunitas Viking ............................................................................... 69 Tabel 15 Karakteristik Responden Berdasarkan Kepemilikan Kartu Member ............................................................................................... 70 Tabel 16 Karakteristik Responden Berdasarkan Lamanya Menjadi Anggota Komunitas Viking ............................................................................... 71 Tabel 17 Karakteristik Responden Berdasarkan Kesetiaan Anggota Terhadap Komunitas Viking ............................................................................... 73
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Tabel 18 Karakteristik Responden Berdasarkan Pembelian Produk Viking .... 74 Tabel 19 Karakteristik Berdasarkan Penggunaan Produk Viking .................... 75 Tabel 20 Hasil Uji Anova Hipotesis Pertama (H1) ............................................ 77 Tabel 21 Hasil Uji Model Summary Hipotesis Pertama (H1) ............................ 79 Tabel 22 Hasil Uji Analisis jalur Hipotesis Pertama (H1)................................. 79 Tabel 23 Hasil Uji Anova Hipotesis Kedua (H2) .............................................. 81 Tabel 24 Hasil Uji Model Summary Hipotesis Kedua (H2) .............................. 83 Tabel 25 Hasil Uji Analisis Jalur Hipotesis Kedua (H2) ................................... 84 Tabel 26 Hasil Uji Anova Hipotesis Keempat (H4) .......................................... 89 Tabel 27 Hasil Uji Model Summary Hipotesis Keempat (H4) .......................... 91 Tabel 28 Hasil Uji Analisis Jalur Hipotesis Keempat (H4) ............................... 92 Tabel 29 Hasil Uji Anova Hipotesis Kelima (H5) ............................................. 94 Tabel 30 Hasil Uji Model Summary Hipotesis Kelima (H5) ............................. 95 Tabel 31 Hasil Uji Analisis Jalur Hipotesis Kelima (H5) ................................. 96 Tabel 32 Ringkasan Hasil Pengujian Seluruh Hipotesis ................................. 112
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DAFTAR GAMBAR
Gambar 1 Kerangka Pemikiran ......................................................................... 31 Gambar 2 Model Penelitian ............................................................................. 32 Gambar 3 Model Penelitian .............................................................................. 33 Gambar 4 Pengujian Hipotesis .......................................................................... 76 Gambar 5 Hasil Penelitian ................................................................................ 86 Gambar 6 Pengujian Hipotesis .......................................................................... 87 Gambar 7 Hasil Penelitian .............................................................................. 101
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DAFTAR LAMPIRAN
Lampiran A Kuesioner Penelitian Lampiran B Hasil Uji Validitas dan Realibilitas Lampiran C Hasil Uji Asumsi Klasik Lampiran D Karakteristik Responden Lampiran E Analisis Jalur Lampiran F Jurnal Penelitian
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