PERAN KEPUASAN DALAM MEMEDIASI PENGARUH KOMUNITAS MEREK TERHADAP LOYALITAS PENGGUNA HARLEY-DAVIDSON DI KOTA DENPASAR
In: Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, Vol 7, Iss 2 (2013, Jg. 7 (2013), Heft 2
academicJournal
Zugriff:
This study empirically explores the influences of brand community on loyalty when mediated by satisfaction. The data on this research were collected from observation, interviews, and questionnaires.Data analysis methods that used on this research were descriptive and inferential statistics. Descriptive statistics such as frequency distributions were used to describes the characteristics of the respondents, while inferential statistics such as Baron and Kenny Steps and Sobel test is used to test the hypotheses. The results showed that satisfaction partially mediates the effect of brand community on loyalty of Harley-Davidson users inDenpasar. It shows that satisfaction is an essential element for the brand community to realize the brand loya lty.
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PERAN KEPUASAN DALAM MEMEDIASI PENGARUH KOMUNITAS MEREK TERHADAP LOYALITAS PENGGUNA HARLEY-DAVIDSON DI KOTA DENPASAR
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Autor/in / Beteiligte Person: | I Gede Nandya Oktora Panasea ; Ni Wayan Sri Suprapti |
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Zeitschrift: | Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, Vol 7, Iss 2 (2013, Jg. 7 (2013), Heft 2 |
Veröffentlichung: | Universitas Udayana, 2013 |
Medientyp: | academicJournal |
ISSN: | 1978-2853 (print) ; 2302-8890 (print) |
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