PENGARUH BRAND COMMUNITY TERHADAP BRAND LOYALTY (SURVEI PADA MEMBER RUBI COMMUNITY DI MEDIA INSTAGRAM @RUBICOMMUNITY)

Tsuroyya Nabila, NIM.: 19107030006 (2024) PENGARUH BRAND COMMUNITY TERHADAP BRAND LOYALTY (SURVEI PADA MEMBER RUBI COMMUNITY DI MEDIA INSTAGRAM @RUBICOMMUNITY). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of the beauty industry is always increasing to affect income levels. The rapid development of the beauty industry makes many companies compete to create the best products. One of them is the Avoskin beauty brand which always prioritizes the use of natural ingredients for its products and successfully penetrates foreign markets. Avoskin beauty implements marketing strategies to create a strong relationship and trust between customers and brands, one of which is by forming a brand community, namely Rubi community. This study aims to measure the influence of Brand Community on Brand Loyalty in the Instagram account @rubicommunity presents content that supports women in achieving self-empowerment and maximizing their potential. The theory used in this study is Social Exchange Theory. The basic concept of brand community is divided into three, namely consciousness of kind, rituals and traditions, and a sense of moral responsibility. This study used a quantitative approach with a survey conducted by distributing questionnaires to 100 followers of @rubicommunity Instagram accounts who are members of the community and have participated in community activities. The results of this study show that there is an influence of brand community on brand loyalty by 34.9%, while the remaining 65.1% was influenced by other factors not used in this research.

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