Open AccessMENGOPTIMALKAN KOMUNITAS MEREK: ANTESEDEN DAN KONSEKUENSI DARI IKATAN PELANGGAN
Author(s) -
I Gede Nandya Oktora P
Publication year - 2020
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2020.v09.i07.p14
Subject(s) - critical success factor , loyalty , brand community , business , brand loyalty , marketing , qualitative research , advertising , entertainment , psychology , brand management , sociology , political science , social science , law
This research empirically explain about critical factors in managing brand communities by using qualitative approach. The research analyzes the Critical Success Factors (CSF) of the Harley-Davidson brand community in Indonesia. The respondents taken are key figures in the Harley-Davidson brand community who have contributed to the community. Data is collected through in-depth interviews with semi-structured questions in order to finding the Critical Success Factors (CSF) from the Harley-Davidson brand community in Indonesia. This research finding there are five Critical Success Factors (CSF) that supported the successful implementation of the Harley Davidson brand community strategy in Indonesia. The five Critical Success Factors (CSF) are bonds with brands, social factors, functional factors, entertainment factors, and economic factors. Interestingly, there are two supporting factors that influence the effectiveness of brand community strategies namely products and customers.
Keywords: critical success factors (CSF), brand community, loyalty.