The Influence of Product Community on Customer Loyalty and the Influence of Customer Loyalty to Intention to Buy (Case of Compass Shoes)

Authors

  • Renova Kusuma Ayu P YKPN Business School Author
  • Feldan Briandi Viandana YKPN Business School Author
  • Muhammad Muhammad Taju Z YKPN Business School Author
  • Riris Nur Utami YKPN Business School Author
  • Said Haidar Nasher YKPN Business School Author

Abstract

Loyalty is important to foster a sense of wanting to repurchase products. Previous researches showed that this loyalty dan be strengthened by product community. That’s why companies form a community. This study examines the influence of the community on forming loyalty which influences the repurchase intention of a brand.

The respondents used in this study were individuals who had/are currently wearing compass brand shoes. We collected data via google form and got 100 respondents. Furthermore, the data that has been collected has been tested for validity and reliability. The results obtained indicate that all items tested are valid and the questionnaires are reliable. The hypothesis was tested using WarpPLS with the results: Community positively influences Loyalty and Loyalty positively influences Repurchase Intention

 

Keywords:

Product Community, Customer Loyalty, Intention to Buy

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Published

2023-12-18

Issue

Vol. 1 No. 1 (2022): Economics, Business, Entrepreneurship & Social Sciences International Conference 2022

Section

General Papers