Sumarlin, Antonius Widyatma (2013) Peran dan fungsi wadah berbagi pengetahuan dan wadah komunitas merk sebagai panggung permediasian antara motif konsumen dan komitmen dari komunitas merk: kasus pada komunitas merk pangan indonesia. Doctoral thesis, Institut Pertanian Bogor.
![[img]](http://repository.sb.ipb.ac.id/style/images/fileicons/text.png)
|
Text
4DM-01-Antonius-Cover.pdf - Published Version Download (319kB) |
|
|
Text
4DM-02-Antonius-Summary.pdf - Published Version Download (311kB) |
|
|
Text
4DM-03-Antonius-Ringkasan.pdf - Published Version Download (311kB) |
|
|
Text
4DM-04-Antonius-Daftarisi.pdf - Published Version Download (328kB) |
|
|
Text
4DM-05-Antonius-Pendahuluan.pdf - Published Version Download (428kB) |
|
|
Text
Disertasi.pdf Restricted to Registered users only Download (1MB) |
Abstract
In the era of postmodern marketing, consumer possess a dual role of consumption; one being a user for goods and services being offered and the other one being a co-value creator. Through dialogue and involvement in a community setting, consumer enters into an early stage of co-creation process. According to the consumunity theory, the outcome of this co-engagement is a unanimous commitment that affects the consumer loyalty behavior toward the goods and services or even the brand the consumer uses. The research question becomes what kind of platforms that bears the role and function in converting the heteregenous individual motives into a comprehensive commitment. In this descriptive research, two mediating platforms are employed as a place for the interactions of co-engagement. Those two platforms are the knowledge sharing platform that provides the spaces for knowledge exchanges and the brand community platform that bears the moral value of we-ness. Each platform has a different role, yet it serves the same function which is placing itself as a platform for entertaining the different interests of consumers. It is the aim of this research to test the roles and functions of the two types of platforms as a brand community integrator, and to seek if there is a complimentary role between the two of them. The selection method for picking the brand communities for sampling is using the criteria which restricts to the types of goods and brands the communities endorse. The products must fall into category of experience goods and the brands must be at least mentioned in the brand index of Indonesia. Given the set-forth conditions, three brand communities are used as the object of study: Ibu dan Balita community of Frisian Flag with the endorsing milk product, Kecap Bango Mania community with the endrosing sauce product, and Bogasari Baking Center community with the endorsing flour product. The survey was conducted at brand community events in Bogor and Jakarta at the month of December 2012. Samples of 600 respondents were picked with accidental sampling method. The analytical method used for this research is structural equation analysis with structural equation modelling (SEM) as the processing tool. This descriptive research results show that the proposed model cannot be generalized for the three brand communities. Despite the inconclusivity of the outcome, the model is still valid and relevant to the case of Bogasari Baking Center community. In additon, this model can still potray which platform the other two brand communities have optimized in building the commitment of their members toward the brand.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | Wadah Berbagi Pengetahuan, Wadah komunitas merk, Komitmen Dari Komunitas Merk, structural equation analysis, accidental sampling, SEM. Knowledge Sharing Platform, Brand Community Platform, Brand Community Commitment. |
| Subjects: | Manajemen Pemasaran |
| Depositing User: | SB-IPB Library |
| Date Deposited: | 28 May 2014 03:13 |
| Last Modified: | 26 Dec 2019 08:09 |
| URI: | http://repository.sb.ipb.ac.id/id/eprint/1912 |
Actions (login required)
 |
View Item |
