Alex Muqarrabin, Sri Bramantoro Abdinagoro, Cindy Pangestu

doi:10.17762/pae.v57i9.249

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Published: Jan 26, 2021

DOI: https://doi.org/10.17762/pae.v57i9.249

Alex Muqarrabin, Sri Bramantoro Abdinagoro, Cindy Pangestu

Abstract

The aim of this research is to analyze the effect of Online Brand Community on Community Value and User Engagement and on E-Loyalty at Indovidgram, an Indonesia Instagram video community. This research was conducted by using the survey method through a cross-sectional study with probability sampling technique. There were 350 users or members taken as research sample, obtained from 3.2 million populations. Data testing and measurements between variables were conducted using SEM-AMOS. The results of this research indicated positive correlations and simultaneous influence of online brand community, community value, user engagement on e-loyalty. Meanwhile, with the presence of mediation variable, namely community values, and user engagement, the influence on e-loyalty in the online brand community is strengthened. In addition, a highly valued community actively creating interactions (engagement) indirectly promotes to create loyalty. It is expected that the results of this research can provide significant benefits and can be a reference for the further research.

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Vol. 57 No. 9 (2020): Volume 57 No. 9 (2020)

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