Pengaruh Online Brand Community terhadap Brand Trust dan Implikasinya terhadap Brand Loyalty (Survei pada Anggota Komunitas Nikon Team Indonesia) - Elvina Mutiara Damayanti, - (2022)
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari online brand community terhadap brand trust dan implikasinya terhadap brand loyalty pada anggota komunitas Nikon Team Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 200 responden yang merupakan pelanggan Nikon yang tergabung dalam komunitas Nikon Team Indonesia. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran online brand community, brand trust dan brand loyalty berada di kategori cukup baik. Online brand community memiliki pengaruh positif dan signifikan terhadap brand trust dan secara positif juga berpengaruh terhadap brand loyalty. Temuan ini menujukkan bahwa penerapan online brand community yang dilakukan Nikon akan mendorong brand trust dalam menciptakan brand loyalty pada Anggota Komunitas Komunitas Nikon Team Indonesia. Kata Kunci: Online Brand Community, Brand Trust, Brand Loyalty This study aims to obtain an overview and influence of the online brand community on brand trust and its implications for brand loyalty among members of the Nikon Team Indonesia community. This study uses descriptive and verification methods with a quantitative approach. The sample of this study amounted to 200 respondents who are Nikon customers who are members of the Nikon Team Indonesia community. The data were statistically processed by the method of Structural Equation Modeling (SEM). The findings in this study found that the description of online brand community, brand trust and brand loyalty was in a fairly good category. Online brand community has a positive and significant effect on brand trust and also positively affects brand loyalty. This finding shows that the application of online brand community by Nikon will encourage brand trust in creating brand loyalty to the Community Members of the Nikon Team Indonesia. Keywords: Online Brand Community, Brand Trust, Brand Loyalty