Pengaruh Brand Community Terhadap Customer Loyalty dengan Customer Value sebagai Variabel Intervening (Studi pada Komunitas Skin Game Warrior)
DOI:
https://doi.org/10.38035/jmpis.v6i3.4548Keywords:
Brand Community, Customer Value, Customer Loyalty, Skin GameAbstract
Penelitian ini ditujukan untuk mengetahui pengaruh yang diberikan oleh eksistensi brand community terhadap customer loyalty dari brand perawatan lokal Skin Game yang memiliki komunitas bernama Skin Game Warrior melalui mediasi customer value yang diterapkan. Data yang didapatkan merupakan data primer dari hasil penyebaran kuesioner dan wawancara dengan sampel penelitian, serta peneliti menggunakan data sekunder yang dikumpulkan dari pencarian dalam jurnal, laman internet, buku dan data relevan yang diperoleh dari perusahaan. Sampel melibatkan 176 anggota Skin Game Warrior dan data dianalisis menggunakan Partial Least Square (PLS) dengan aplikasi SmartPLS 4 untuk menguji hipotesis dan pengaruh antar variabel. Hasil penelitian ini menunjukkan bahwa brand community berpengaruh positif dan signifikan terhadap customer value, customer value berpengaruh positif dan signifikan terhadap customer loyalty, dan customer value memiliki peran positif dan signifikan sebagai variabel intervening dalam menjadi variabel pengaruh tidak langsung brand community terhadap customer loyalty pada studi kasus komunitas Skin Game Warrior.
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