PENGARUH BRAND COMMUNITY TERHADAP LOYALITAS MEREK UNITED INDONESIA FOOTBALL CLUB PADA CHAPTER PALEMBANG

Melindy, Yesica (2017) PENGARUH BRAND COMMUNITY TERHADAP LOYALITAS MEREK UNITED INDONESIA FOOTBALL CLUB PADA CHAPTER PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

The purpose of this research is to prove the influence of Brand Community on Brand Loyalty United Indonesia Football Club Chapter Palembang. This type of research is empirical research. The population in this study are members who are members of Community United Indonesia Chapter Palembang. Sampling technique in this research use technique sensus by involving 60 respondents. The analysis technique in this study used multiple regression while to test the hypothesis used T test and F test. The results in this study indicate that the six Brand Community variables consist of legitimacy, opposition brand loyalty, celebrate brand history, share brand image, integrate and retain members , And assist in the use of the brand, proved to have an influence on brand loyalty United Indonesia Chapter Palembang Keyword: Brand community, Brand loyalty

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