Analisis Pengaruh Communal Activation terhadap Keputusan Membeli untuk Meningkatkan Brand Loyalty (Studi Kasus Teh Botol Sosro Less Sugar)

Authors

  • Annetta Gunawan Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v4i2.1377

Keywords:

communal activation, buying decision, brand loyalty

Abstract

Established in 1974 PT Sinar Sosro is the first bottled ready-to-drink tea producer in Indonesia. In order to fulfill its lovers wherever they are, the newest innovation has been launched, i.e. Teh Botol Sosro Less Sugar, which focuses on diabetics, sportsmen/athletes, and young executives as its target markets. To foster brand loyalty and control the community, PT Sinar Sosro utilizes crowd combo marketing concept, especially
communal activation activity that is adjusted with the current New Wave Marketing era, so PT Sinar Sosro can integrate supply and access of Teh Botol Sosro Less Sugar product. The objectives of this research are to analyze the influence of Communal Activation on Buying Decision of Teh Botol Sosro Less Sugar, and to analyze the influence of Communal Activation and Buying Decision on Brand Loyalty of Teh Botol Sosro Less Sugar. The data collection technique used was questionnaire disseminated to the members of Teh Botol Sosro Less Sugar online community, using Likert scale. While the data analysis technique used was Path Analysis. The result of Path Analysis shows the structural equation Y = 0,523 X + 0,8526 ε1 which Communal Activation significantly contributes to Buying Decision at 27,3% and Z = 0,552 X2 + 0,229 Y + 0,7141 ε2 which Communal Activation and Buying Decision simultantly and significantly contribute to Brand Loyalty at 49%.
Dimensions

Plum Analytics

Author Biography

Annetta Gunawan, Bina Nusantara University

Management Department

References

Admin. (2008). Komoditi Teh Indonesia. Diakses 15 Januari 2010 dari http://www.csrreviewonline.

com.

Dinas Perkebunan Provinsi Jawa Barat. (2007). Tea Festival. Diakses 3 September 2009 dari

http://www.disbun.jabarprov.go.id.

Durianto, D., Sugiarto, dan Sitinjak, T. (2001). Strategi Menaklukan Pasar melalui Riset Ekuitas dan

Perilaku Konsumen. Jakarta: Gramedia.

Giddens, N., and Hofmann, A. (2002). Brand Loyalty. Diakses 21 Desember 2009 dari

http://www.extension.iastate.edu.

International Tea Committee (ITC). (2003). Annual Bulletin of Statistics 2003. London: International

Tea Committee.

Kartajaya, H. (2009). New Wave Marketing. Jakarta: Gramedia Pustaka Utama.

Kartajaya, H., dan Darwin, W. (2010). Connect!. Jakarta: Gramedia Pustaka Utama.

Kotler, P. (2005). Manajemen Pemasaran. Edisi Kesebelas. Jilid 1. Jakarta: Indeks Kelompok

Gramedia.

Lau, G. T., and Lee, S. H. (1999). Customer’s Trust in a Brand and the Link to Loyalty. Journal of

Market Focussed Management, 4.

Limakrisna, N., dan Supranto, J. (2007). Perilaku Konsumen dan Strategi Pemasaran. Mitra Wacana

Media, Jakarta.

Marconi, J. (1993). Beyond Branding. Chicago: Probus Publishing Company, Chicago.

Prasetijo, R. (2005). Perilaku Konsumen. Jakarta: Andi.

Riduwan dan Kuncoro, E. A. (2007). Cara Menggunakan dan Memaknai Analisis Jalur (Path

Analysis). Bandung: Alfabeta.

Simamora, B. (2004). Riset Pemasaran. Jakarta: Gramedia Pustaka Utama.

Sumarwan, U. (2004). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor:

Ghalia Indonesia.

Tjiptono, F., dan Chandra, G. (2005). Service, Quality, and Satisfaction. Jakarta: Andi.

Utama, D. B. (2007). Brand Loyalty. Jurnal Telaah Manajemen. Vol. 2 No. 2, November 2007.

Wahono, R. S. (2007). 6 Tahap Membangun Komunitas Maya. Diakses 10 Mei 2010 dari

http://romisatriawahono.net.

Yoo, B., and Donthu, N. (2000). Testing Cross-Cultural Invariance of the Brand Equity Creation

Process. Journal of Product & Brand Management. Vol. 11 No.6, 2002.

Downloads

Published

2013-11-29
Abstract 826  .
PDF downloaded 686  .