Brand Community as a Driving Factor of Brand Loyalty: An Empirical Study on Batik Vespa Club Pekalongan
DOI:
https://doi.org/10.54099/ijmdb.v4i2.1584Keywords:
Brand Community, Brand Loyalty, Vespa, PekalonganAbstract
This study aims to analyze the influence of brand community on brand loyalty among members of the Batik Vespa Club Pekalongan. Using a quantitative research approach, data were collected from 108 respondents selected through purposive sampling. The analytical method applied was multiple linear regression with SPSS to examine the effect of six independent variables, namely legitimacy, oppositional brand loyalty, celebrating brand history, sharing brand stories, integrating and retaining members, and supporting brand usage, on brand loyalty as the dependent variable. The findings reveal that celebrating brand history, integrating and retaining members, and supporting brand usage have a positive and significant effect on brand loyalty, while legitimacy, oppositional brand loyalty, and sharing brand stories do not show significant influence. Simultaneously, all six independent variables significantly affect brand loyalty with a contribution of 52.3%, while the remaining 47.7% is explained by other factors not included in this study. The results suggest that strengthening community activities, fostering solidarity, and providing practical support to members can enhance customer loyalty towards Vespa Piaggio.
References
Aji, A., Fauzi, A., & Fanani, D. (2015). The influence of brand community on loyalty (Survey on members of the Honda Tiger Neo_Gat’s Malang motorcycle community). Journal of Business Administration (JAB), 29(1), 104–111. Retrieved from https://www.bps.go.id
Alba, J. W., & Hutchinson, J. W. (2001). Dimensions of consumer expertise. Journal of Consumer Research.
Aprianti, I., Nugraha, T., & Nurfadilah, L. (2024). The Effect of Customer Relationship Management and Customer Satisfaction on Customer Loyalty: Customer Relationship Management, Customer Satisfaction, Customer Loyalty. International Journal of Law, Policy, and Governance, 3(2), Article 2. https://doi.org/10.54099/ijlpg.v3i2.913
Arifin. (2019). The influence of brand community on brand loyalty of Yamaha motorcycles. CV Alfa Beta.
Awalludin, A., & Heikal, J. (2024). The Influence of Offering Equity, Brand Equity, and Relationship Equity on Customer Satisfaction and Customer Loyalty. International Journal of Management and Business Applied, 3(2), Article 2. https://doi.org/10.54099/ijmba.v3i2.1083
Chongbang, N., Rawal, D. S., & Iskamto, D. (2025). Green Enterprises as a Catalyst for Strengthening Community Capacity in Local Reconstruction Efforts in Western Nepal. ADPEBI International Journal of Business and Social Science, 5(2), Article 2. https://doi.org/10.54099/aijbs.v5i2.1330
Deprian, A., & Widanti, A. (2024). The Influence Of Product Quality, Service Quality, Price And Brand Image On Shopee Customer Satisfaction. International Journal of Management and Digital Business, 3(2), Article 2. https://doi.org/10.54099/ijmdb.v3i2.771
Durianto, D., & Sitinjak, T. (2001). Strategies conquering the market through research equity and brand behavior. Gramedia Pustaka Utama.
Febriyanto. (2018). The influence of brand image and brand trust on brand loyalty in Aqua brand bottled water products (Study on Aqua brand bottled water consumers in Gorontalo City).
Ghozali, I. (2011). Application of multivariate analysis with SPSS program. Universitas Diponegoro.
Handoyo. (2014). Analysis of the influence of brand community on brand loyalty in the Yamaha V-Ixion Club Chapter Malang motorcycle community.
Iskamto, D., & Rahmalia, K. F. (2023). Customer Review, Influencer Endorsement, and Purchase Intention: The Moderating Role of Brand Image. Shirkah: Journal of Economics and Business, 8(3), Article 3. https://doi.org/10.22515/shirkah.v8i3.601
Karimah, I., & Nurhayati, S. (2023). The role of organizational culture and leadership in improving employee performance. Journal of Economics and Business, 26(2), 140–149. https://doi.org/10.31941/jebi.v26i2.3401
Kotler, P. (1991). Marketing management. Prentice Hall.
Kusuma, F. M. (2010). Analysis of the influence of brand community on Honda Megapro users. Universitas Diponegoro.
Marc, R. (2001). Increasing brand equity with interactive online communities.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451
Rakhman, S. (2023). The Influence of Population Policy Implementation and Service Quality on Community Satisfaction in Making Electronic ID Cards at the Badung Civil Registry Office. International Journal of Entrepreneurship and Business Management, 2(2), Article 2. https://doi.org/10.54099/ijebm.v2i2.799
Rangkuti, F. (2006). Marketing research. Gramedia Pustaka Utama.
Satrio, D. (2014). Determinant analysis between job satisfaction and nursing performance (Case study of BRSUD Batang Regency). Journal of Economics and Business, 15(2), 60–71. https://doi.org/10.31491/jebi.v15i2.230
Satrio, D. (2020). Viral marketing of cultural products: The role of emotions and cultural awareness influencing purchase intent.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior. Prentice Hall.
Sugiyono. (2009). Business research methods. Alfabeta.
Taruna, S. (2024). Analysis of the customer satisfaction index of Perumda Tirtayasa Kota.
Thompson, S. A., & Sinha, R. K. (2008). Brand community and new product adoption: The influence and limits of oppositional loyalty. Journal of Marketing, 72(6), 65–80. https://doi.org/10.1509/jmkg.72.6.6
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Danang Satrio, Adi Prasetiyo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
