PENGARUH KOMUNITAS MEREK TERHADAP LOYALITAS MEREK PADA KOMUNITAS PENGGUNA SEPEDA MOTOR DI DAERAH ISTIMEWA YOGYAKARTA

The purpose of this study is to examine the affect of brand community trust, brand community affect, consciousness of kind, moral responsibility, rituals and traditions toward brand community commitment and to examine the affect of brand community commitment toward brand loyalty on motorcycle brand community members in Yogyakarta Special Region. Brand community trust indicated with an attitude of confidence in the reliability and integrity that can be provided by the brand community. Brand community affect indicated with positive emotional response to the brand community. Consciousness of kind, moral responsibility, rituals and traditions are three elements of brand community. These five factors are considered to increase the brand community commitment then would create brand loyalty. This study used 150 respondents who are members of the motorcycle brand community in the Yogyakarta Special Region. Data was analyzed using multiple linear regression analysis and simple linear regression analysis. Results of this study are brand community trust, brand community affect, consciousness of kind, and moral responsibility have positive affect and significant to brand community commitment, and for rituals and tradition doesn�t have positive affect to brand community commitment, and brand community commitment has positive affect and significant to brand loyalty