THE EFFECT OF BRAND IDENTIFICATION AND SENSE OF COMMUNITY ON BRAND LOVES (A Survey of Kaskus Trading Forum Users in Bandung) Fajar Gumelar Maulana, Ratih Hurriyati, Lili Adi Wibowo, Bambang Widjajanta, Heny Hendrayati.
Indonesia University of Education
Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
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 loves in Kaskus trading forum users in Bandung. Meanwhile, the research design of the study is using a cross-sectional method. This study is using a descriptive approach with an explanatory survey method and involved 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 is 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 loves was in a good category. The originality/value of this research is the difference that lies in the object of research, research time, measurement tools, literature used, theories used, and research results.
Keywords: Brand identification, Sense of Community, Brand Loves, Kaskus
