Pengaruh Komunitas Pengguna Terhadap Loyalitas Pelanggan Studi Kasus Pada Pengguna Sepeda Motor Honda Tiger

Abstract

Community is the right thing to deal with competitors, especially competitors that produce similar products. Through the community, the company will get the informations about complaints and consumer expectations.The community also can create emotional bonds and functional for their products, so customers will be customers who recommend products and company will defend the company's products even deaths (customer advocate). By utilizing a community, the company is expected to create customer loyalty that will impact on increasing sales volume and increased profits (earnings) of the company. Due to the company creates loyal customers is the primary mission to bring stability to earnings. If the company is able to create customer loyalty in its consumers, then it is likely to win the competition is open. Companies must be able to meet the anxieties and dreams of their customers to create customer loyalty, and the most minimal cost option is through the community.

This study aims to determine how the responses of honda tiger motorcycle users who are members of the community. To find out how the level of customer loyalty on the honda tiger motorcycle users. To find out how the community influences on customer loyalty Tiger Honda motorcycle products.

The results of the analysis of community influence on customer loyalty derived regression equation Y = 8.597 + 0.749 X, can be interpreted that, if the value is 1 then the community will increase customer loyalty by 0.749, or in other words it can be concluded that the loyalty of Honda motorcycles tiger at the moment is 8.597. the calculated value of the correlation coefficient of 0.687 is obtained which means that there is a significant relationship with the closeness of the relationship between the strong and positive community on customer loyalty. the results obtained from the coefficient of determination 0.472, which means that the community has a contribution of 47.2% in creating customer loyalty, and the rest is influenced by other factors.

Keywords: Customer Loyalty, Users Community