Pengaruh Pengalaman Komunitas dan Persepsi Manfaat Komunitas terhadap Loyalitas Merek melalui Keterlibatan Komunitas Merek sebagai Variabel Intervening pada Sampoerna Retail Community Area Medan 2

Abstract

This research aims to analyze community experiences and Perceived community benefits towards brand loyalty through brand community engagement at Sampoerna Retail Community Area Medan 2. This research uses associative research with a population of 180 members of the Sampoerna Retail Community Area Medan 2. The sample taken was 180 respondents. The sample size was drawn using non-probability sampling using the purposive sampling method. The data used is primary data and secondary data obtained through statement lists and documentation studies. The data analysis technique uses structural equation modeling (SEM) with the Smart PLS analysis tool version 3.0. The research results directly show that community experience has a positive and significant effect on brand loyalty, Perceived community benefits has a positive and significant effect on brand loyalty, community experience has a positive but not significant effect on brand community engagement, perceived community benefits has a positive and significant effect on brand community engagement, as well as brand community engagement has a positive and significant effect on brand loyalty. The results of tests carried out indirectly show that brand community engagement is not able to mediate the relationship community experience with brand loyalty, but brand community engagement is able to mediate the relationship between Perceived community benefits and brand loyalty.