The Effect of Brand Salience and Community on Brand Love, Loyalty and Brand Advocacy (Survey on Riamiranda Brand Customers in Indonesia)

Abstract

Consumers in their decision-making process have undergone changes, which were originally simple behaviors that have developed into complex and highly dynamic processes. The purpose of this study is to analyze the influence of brand salience and community on brand love, loyalty and brand advocacy” (a survey of Riamiranda brand customers in Indonesia). The approach used in this research is explanatory research (explanatory research) with a quantitative paradigm and survey methods. The research was conducted throughout Indonesia and was conducted with an online survey with the consideration to reach all respondents in Indonesia without borders (borderless). The population used is all Riamiranda customers in Indonesia. The number of the population cannot be known with certainty so that the sample in this study was determined using the Machin and Campbell (1989) formula so that the research sample was rounded off from the first iteration of 200 respondents. The sampling technique that can be used is purporsive sampling. The results show 1) Brand Salience has a positive and significant influence on Brand Love 2) Brand Salience has a positive and significant influence on Loyalty 3) Community has a positive and significant influence on brand love 4) Community has a positive and significant influence on loyalty 5) brand love has a positive and significant influence on loyalty. The brand salience variable has a dominant influence on brand love and loyalty so that if HRM wants to increase consumer loyalty, what must be considered is product knowledge,

Keywords: brand salience, brand love, community, loyalty

DOI: 10.7176/JESD/12-20-03

Publication date:October 31^st 2021