Analisis Pengaruh Word Of Mouth, Kualitas Informasi, Brand Image, Experience Pada Brand Commitment Dengan Status Keanggotaan Komunitas Konsumen Sebagai Variabel Pemoderasi (Studi Kasus Pada Member www.kaskus.us)

Oleh :
Daynis Alfadhila Sandhy - F0207056 - Fak. Ekonomi dan Bisnis

The purpose of this study examines the role of membership status or not membership status in moderating the influence of word of mouth, quality of information, brand image, experience and brand trust to brand commitment. Specificaly, this study wants to examine whether word of mouth, quality of information, brand image, experience and brand trust as important considering in forming the consumer commitment toward Kaskus. Survey is a method conducted to collect the data. In this study, sample consist’s of 300 people who wants to commit toward Kaskus in Solo, Klaten, Yogya and Semarang. Convenience technique is a method choosen to make easier in getting the sample. Reliablity and validity test was done to make ascertain the quality of data. Structural equation model is statistical method choosen to elaborate the linkage among of unobserved variabel. The result show that word of mouth have no significant influence to brand trust, brand image have significant influence to brand trust, quality of information have significant influence to brand trust, experience have no significant influence to brand trust and brand trust have significant influence to brand commitment. In this study, both limitation and implication are also discussed in order to give inside toward theoritical, practical and future research aspects. Keyword: brand commitment, brand trust, status keanggotaan komunitas konsumen