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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Iha Haryani Hatta, Widarto Rachbini
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DOI:10.17265/1537-1514/2018.08.002
Affiliation(s)
Universitas Pancasila, Jakarta, Indonesia
ABSTRACT
This
study focuses on brand communities in developing countries, especially local
fashion brand communities with brand trust and brand loyalty aimed at proving
that the local fashion brand communities on social media can influence customer
centric models, namely: the relationship between customers, brands, products,
companies, and other customers, and their influence on brand trust and brand
loyalty. This study is based on a survey that uses 100 respondents who were
selected by random sampling as a technique for withdrawing samples. The results
of the structural equation model test show that the social media-based brand
communities have a positive impact on customer relationships with brands,
customer relationships with products, customer relationships with the company,
and customer relationships with other customers. But only variables of customer
relationships with brands and customer relationships with other customers
affect brand trust. Variables of customer relationships with products and
customer relationships with companies partially have no effect on brand trust.
Brand trust affects brand loyalty.
KEYWORDS
customer centric model, social media, brand community, brand trust, brand loyalty
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