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"ABSTRAKPenelitian ini membahas bagaimana pengaruh Community Identification dan Company Identification dibentuk dari aktifitas interaksi di dalam sebuah komunitas pada salah satu produk otomotif, yaitu kendaraan roda empat dengan mengambil studi kasus pengguna mobil Pajero yang tergabung di dalam komunitas Pajero Indonesia One PI1 . Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Multiple Regresion dengan program SPSS 26. Hasil penelitian ini memperlihatkan bahwa interaksi dan tradisi dan peraturan di dalam community identification dan company identification memiliki efek yang signifikan dan positif dalam membentuk loyalty. Selain itu, variabel brand relation yang ada terbukti mempengaruhi hubungan positif dalam membentuk loyalty. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut

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ABSTRACTThis study discusses the influence of Community Identification and Company Identification formed from the activity of interaction in a community at one of the automotive products, namely the four wheeled vehicle with a case study of car users Pajero belonging in the community Pajero Indonesia One PI1 . In this study, the data processing is done by using a Multiple Regresion with SPSS 26. The results of this study show that the interaction and traditions and regulations in community identification and company identification has a significant and positive effect in shaping the loyalty. Moreover, the relations existing brand variables shown to affect a positive relationship in shaping the loyalty. Interpretations, limitations and managerial implications are discussed further."

"Peningkatan konsumsi pakaian masyarakat dari tahun mengalami peningkatan. Sebagai negara dengan mayoritas pemeluk agama islam, industri fashion muslim telah menjamur dan menyumbang kontribusi pada PDB dan ekspor nasional. Buttonscarves merupakan salah satu brand fashion muslim yang telah berhasil masuk ke pasar internasional. Untuk dapat bersaing di pasar internasional maupun nasional Buttonscarves melakukan strategi pendekatan yang berorientasi kepada pelanggannya. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh brand community identification dan reward terhadap brand loyalty melalui consumer brand engagement pada pelanggan Buttonscarves di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan menggunakan purposive sampling. Data yang diperoleh dari 100 orang responden dianalisis mengunakan SPSS melalui analisis statistik deskriptif dan uji regresi. Hasil penelitian menunjukan bahwa terdapat pengaruh antar variabel dalam model penelitian secara signifikan.

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The increase in people's clothing consumption has increased from year to year. As a country with a majority of Muslims, the Muslim fashion industry has mushroomed and contributed to GDP and national exports. Buttonscarves is a Muslim fashion brand that has successfully entered the international market. To be able to compete in international and national markets, Buttonscarves carries out a customer-oriented approach strategy. The aim of this research is to analyze the influence of brand community identification and rewards on brand loyalty through consumer brand engagement for Buttonscarves customers in Jakarta. This research uses a quantitative approach with a survey method and uses purposive sampling. Data obtained from 100 respondents was analyzed using SPSS through descriptive statistical analysis and regression tests. The research results show that there is a significant influence between the variables in the research model."

"Karena mengidentifikasi dirinya dengan sebuah komunitas, anggota dari brand community membentuk attitudinal, behavioral loyalty terhadap merek yang mereka sukai serta oppositional loyalty terhadap merek yang dianggap sebagai rival. Penelitian ini bertujuan untuk mengidentifikasi antecedent dari brand community identification berdasarkan uses and gratification theory, lalu melihat pengaruh dari brand community identification terhadap loyalitas terhadap brand. Oleh karena itu, structural equation modelling digunakan untuk menguji kerangka teoritis yang diajukan. Sebanyak 315 responden yang terdiri atas anggota ARMY Indonesia menjadi sampel pada penelitian ini. Hasilnya, diketahui bahwa perceived human dan brand-related value menjadi alasan konsumen untuk mengidentifikasikan dirinya dengan sebuah komunitas merek, serta brand community identification diketahui sebagai prediktor dari loyalitas terhadap brand.

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To stand up for the brands they support, members of brand communities develop attitudinal and behavioral loyalty towards the brand they love, as well as oppositional brand loyalty towards other rival brands. This study identifies the antecedents of brand community identification based on the uses and gratification theory, while also examining the relationship between brand community identification and brand loyalty. Structural equation modeling was used to test the theoretical framework based on an online survey of 315 BTS’s brand community members (ARMY) in Indonesia. The analytical results reveal that perceived human and brand-related value of the brand social media page (Weverse) lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand. Based on the analytical results, this study provides suggestions to the managers of human brands to develop values that can increase identification and loyalty towards the brand."

"Popularitas Korean pop music (K-pop) mengalami peningkatan yang cukup pesat dalam beberapa tahun belakangan. Keberhasilan ini tidak terlepas dari peran penggemar yang tiada henti memberi dukungan terhadap grup K-pop favoritnya melalui berbagai cara. Perilaku ini dipengaruhi oleh dua faktor, yakni identifikasi dengan komunitas penggemar (fan community identification) dan identifikasi dengan idola (fan identification). Kedua identifikasi tersebut mempengaruhi intensi perilaku (behavioral intention) mereka sebagai penggemar. Pada penelitian ini juga telah dilakukan studi komparasi antara pembentukan behavioral intention pada penggemar laki-laki (fanboy) dan penggemar perempuan (fangirl). Penelitian ini bertujuan untuk menganalisis hubungan antara fan community identification dengan behavioral intention dalam bentuk attendance intention, positive WOM intention, dan fan loyalty pada penggemar K-pop di Indonesia serta melihat pengaruh fan identification sebagai variabel mediasi dan perceived authenticity sebagai variabel moderasi. Desain penelitian yang digunakan adalah descriptive research design dengan pendekatan cross-sectional. Metode pengambilan sampel yang digunakan adalah purposive sampling method dengan kriteria sampel, yakni merupakan Generasi Z atau Milenial, menggemari minimal satu grup K-pop, merupakan anggota fandom K-pop, dan pernah menghadiri konser/event K-pop. Kemudian, diperoleh data sebanyak 128 sampel penggemar laki-laki dan 283 sampel penggemar perempuan yang kemudian diolah menggunakan metode Partial Least Square-Structural Equation Modelling (PLS-SEM) dengan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dari fan community identification terhadap fan identification dan behavioral intention, khususnya dalam hal attendance intention dan fan loyalty, pada penggemar laki-laki maupun perempuan. Pada penggemar perempuan, fan identification memediasi hubungan antara fan community identification dengan seluruh bentuk behavioral intention, namun pada penggemar laki-laki, fan identification hanya memediasi hubungan antara fan community identification dengan fan loyalty. Dalam hal peran perceived authenticity sebagai mediator, hasil penelitian menunjukkan bahwa perceived authenticity hanya mempengaruhi hubungan antara fan community identification dan attendance intention pada penggemar laki-laki dan hanya mempengaruhi hubungan antara fan community identification dan fan identification pada penggemar perempuan.

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The popularity of Korean pop music (K-pop) has seen a significant rise in recent years. This success is largely due to the relentless support from fans who promote their favorite K-pop groups in various ways. This behavior is influenced by two factors: identification with the fan community (fan community identification) and identification with the idols (fan identification). Both types of identification impact their behavioral intention as fans. This study also conducted a comparative analysis of how behavioral intention is formed among male fans (fanboys) and female fans (fangirls). The aim of this research is to analyze the relationship between fan community identification and behavioral intention in terms of attendance intention, positive word-of-mouth (WOM) intention, and fan loyalty among K-pop fans in Indonesia. Additionally, the study examines the influence of fan identification as a mediating variable and perceived authenticity as a moderating variable. The research design used is a descriptive research design with a cross-sectional approach. The sampling method employed is purposive sampling, with the criteria being that the participants are Generation Z or Millennials, fans of at least one K-pop group, members of a K-pop fandom, and have attended a K-pop concert or event. Data were collected from 128 male fans and 283 female fans and were analyzed using Partial Least Square-Structural Equation Modelling (PLS-SEM) with SmartPLS 4.0 software. The results of the study indicate that there is a positive influence of fan community identification on fan identification and behavioral intention, particularly in terms of attendance intention and fan loyalty, among both male and female fans. Among female fans, fan identification mediates the relationship between fan community identification and all forms of behavioral intention. However, among male fans, fan identification only mediates the relationship between fan community identification and fan loyalty. Regarding the role of perceived authenticity as a moderator, the findings show that perceived authenticity only affects the relationship between fan community identification and attendance intention among male fans, and the relationship between fan community identification and fan identification among female fans."

"Penelitian ini bertujuan untuk menganalisis bagaimana komunitas merek (brand community) Pigeon Teens atau dikenal dengan Teens Club memanfaatkan pendekatan digital dalam membangun loyalitas merek pada segmen remaja di Indonesia. Studi ini menggunakan pendekatan kuantitatif dengan teknik pengambilan data survei terhadap 30 anggota komunitas Teens Club. Variabel yang diteliti mencakup brand community identification, digital community engagement, dan brand loyalty. Hasil penelitian menunjukkan bahwa brand community identification,memiliki pengaruh signifikan terhadap digital community engagement, yang pada akhirnya meningkatkan brand loyalty. Penelitian selanjutnya disarankan untuk melibatkan lebih banyak responden, mengeksplorasi faktor eksternal, dan menggunakan desain longitudinal guna memahami dinamika komunitas merek dalam jangka panjang.

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This study aims to analyze how the brand community of Pigeon Teens, known as Teens Club, utilizes digital approaches to build brand loyalty among the teenage segment in Indonesia. A quantitative approach was applied, using survey techniques to collect data from 30 members of the Teens Club community. The variables studied include brand community identification, digital community engagement, and brand loyalty. The results show that brand community identification significantly influences digital community engagement, which subsequently enhances brand loyalty. Future studies are recommended to involve larger sample sizes, explore external factors, and adopt a longitudinal design to better understand the dynamics of brand communities over time."

"Studi sebelumnya pada brand community menunjukkan pengaruh positif pada perilaku konsumen. Namun, itu bisa bertindak seperti pedang bermata dua dan memiliki sisi gelap yang berpotensi merusak brand. Penelitian ini menyelidiki brand identification dan brand passion dalam pengembangan perilaku impulsive dan obsessive-compulsive buying. Metode kuantitatif dengan survei online digunakan untuk melihat perilaku 533 tanggapan survei dari salah satu brand community di Indonesia. Hasil penelitian menemukan bahwa brand identification berpengaruh positif terhadap harmonious brand passion dan obsessive brand passion. Hanya obsessive brand passion yang ditemukan secara langsung memengaruhi impulsive dan obsessive-compulsive buying. Penelitian ini juga menguji efek moderasi dari community identification, idea shopping, dan social shopping motivation. Penelitian ini berkontribusi pada literatur tentang studi compulsive buying dari perspektif brand community. Saran praktis untuk pemasar tentang cara mencegah dan menghadapi perilaku konsumen ini juga disertakan.

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Prior studies on brand communities showed a positive influence on consumer behavior. However, it could act like a double edge sword and possess dark sides that potentially could harm the brand. The present study investigates the role of brand identification and brand passion in the development of behaviors like impulsive and obsessive-compulsive buying. A quantitative method using an online survey was used to see the behavior of 533 survey responses from a brand community in Indonesia. The result found that brand identification positively influences harmonious brand passion and obsessive brand passion. Only obsessive brand passion was found to directly influence impulsive and obsessive-compulsive buying. This study also tested the moderation effect of community identification, shopping motivation of idea shopping, and social shopping. The research contributes to the literature on the study of compulsive buying from the brand community perspective. Practical suggestions for marketers on how to prevent and face these consumer behaviors are also included."