The Effect of Brand Identification and Sense of Community on Brand Love (A Survey of Kaskus Trading Forum Users in Bandung)
- DOI
- 10.2991/aebmr.k.210831.061How to use a DOI?
- Keywords
- brand identification, sense of community, brand love, Kaskus
- Abstract
Online trading forums are becoming viral in Indonesia, but many failures experienced by startup companies, especially in the trading forum. Research on brand love has become a trend in several research studies in trading forum startup companies, especially in overcoming online trading forums. This study aims to determine the effect of brand identification and the sense of community on brand love in Kaskus trading forum users in Bandung. The research design of the study used was a cross-sectional method. This study employed a descriptive approach with an explanatory survey method involving 107 respondents who had been selected by using non-probability sampling. A questionnaire was used as a research instrument to collect data from respondents. The technical analysis of the study was a descriptive technique using frequency distribution. The results showed that the effect of brand identification was in the quite good category, and the sense of community on brand love was also in a good category. The novelty of this research is the difference that lies in the object of research, research time, measurement tools, literature used, theories used, and research results
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Fajar Gumelar Maulana AU - Ratih Hurriyati AU - Lili Adi Wibowo AU - Bambang Widjajanta PY - 2021 DA - 2021/09/02 TI - The Effect of Brand Identification and Sense of Community on Brand Love (A Survey of Kaskus Trading Forum Users in Bandung) BT - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) PB - Atlantis Press SP - 316 EP - 320 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210831.061 DO - 10.2991/aebmr.k.210831.061 ID - Maulana2021 ER -