Pengaruh Komunitas Merek Terhadap Loyalitas (Survei Pada Anggota Komunitas Motor Honda Tiger Neo_gat's Malang)

Abstract

This type of research in this study is an explanatory research with quantitative approach. The location of this research conducted in Jalan Ijen Malang, which is a gathering place for community members Tiger Neo_Gat's Malang. Methods of data collection using the questionnaire. Methods of data collection using the questionnaire. The sample in this study were 60 respondents. The sampling technique used is simple random sampling. Descriptive data analysis and multiple linear regression analysis. The results showed that Effect of Brand Community consisting of a variable Awareness Together, Ritual and Tradition and Moral Responsibility to Brand Loyalty together or partial is significant. Based on these results, In the results showed that the Joint Awareness variables become the dominant influence Brand Loyalty variables, these results suggest that community Tiger Malang (Neo_Gat's) have been able to create awareness of each member of the community to contribute to the brand Honda Tiger