Detail Inovasi Perguruan Tinggi


Tema: MARKETING
Judul: PENGARUH KOMUNITAS MEREK DAN LINGKUNGAN KONSUMEN TERHADAP LOYALITAS MEREK PADA YAMAHA BYSON CLUB INDONESIA
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0411077402

Tahun: 2015

The company's main goal in general is to get benefit as much as possible, such as loyalty. Won loyalty is the goal of company targets. The companies have to achieve loyalty to inventing a brand community. Brand communities could made the interaction between each members in order to strengthen the solidity of the brand community.
In conducting this study, the authors conducted an analysis using questionnaires to 100 respondents to determine whether the community of brand and consumer environment has an effect on brand loyalty Yamaha Byson users.
The results showed that the influence of the environmental community and consumer brand to brand loyalty on the user Yamaha Byson, the results of the regression analysis obtained by the equation Y = 20 966 + 0.222X1 + 0.322X2. Constants of 20.966 states that if there is no community brand or consumer environment, the brand loyalty is 20.966. X1 regression coefficient for 0.222 states that any increase (due to a + sign) 1 unit of the brand community will increase brand loyalty by 20.966. X2 regression coefficient for 0.322 states that any additions (for the sign +) one unit of consumer environment will increase brand loyalty by 20.966.
The results showed that the company should be able to increase the range of positive activities in the community brand Yamaha Byson users to get more loyalty, so when there is a new variant of Yamaha Byson, the next purchase could be expected.
Keywords: brand community, environmental and consumer brand loyalty.