THE  ROLE  OF  BRAND  COMMUNITY  OPTIMIZATION  AND  DEPENDENCE  FOR  REPURCHASE  INTENTION  

THROUGH  BRAND  COMMUNITY  COMMITMENT  ON  BUS  TRANSPORTATION  SERVICES  COMMUNITY  

 

Dr.  Wisnu  Dewobroto,  Dr.  Sri  Vandayuli  Riorini  

Introduc9on  •  Transporta9on  has  significant  contribu9on  in  suppor9ng  all  

aspects  of  living  either  in  the  poli9cal,  economic,  social  cultural  and  defense  and  security  development.    

•  Indonesia  is  famous  as  the  largest  island  country  in  the  world,  where  the  popula9on  distribu9on  to  all  territories  uses  various  modes  of  transporta9on  

•  Most  transporta9on  in  Indonesia  (90%)  relies  on  land  transporta9on  (De9k  Finance,  2013).    

•  Mobility  of  the  people  -­‐  especially  from  the  medium-­‐lower  class  society,  which  is  geNng  higher  from  one  city  to  another,  will  make  the  request  for  Antar  Kota  Antar  Propinsi  /  AKAP  (Inter-­‐City,  Inter-­‐Provinece)  

Problem  

•  Challenge  for  AKAP  Bus  •  Exis9ng  AKAP  Bus  companies  to  survive  in  the  9ght  compe99on  in  terms  of  market  sharing.    

Survive  in  the  Compe99on?  

Loyalty  

•  Loyalty  is  the  most  important  considera9on  in  this  era  of  9ght  compe99on  with  a  rela9vely  low  growth.  

•  The  brand  loyalty  is  very  necessary  for  the  company  to  survive.      

•  For  the  company,  the  exis9ng  loyal  customer  will  be  the  key  to  success  in  the  longer  term  (Kuenzel  &  Halliday,  2008).    

Communities

Research  on  Brand  Communi9es  

•  Research  on  Brand  Community  has  been  conducted  due  to  the  role  of  community  which  is  proven  to  assist  the  company  in  increasing  customer  loyalty  in  the  long  term  (Stokburger-­‐Sauer,  2010).  

•   Developing  long-­‐term  rela9onship  with  the  consumer  will  make  the  company  more  compe99ve  in  the  middle  of  compe99on  due  to  increasing  produc9vity  in  terms  of  marke9ng  (Berry,  1995;  Webster,  1992).  

•   Consumer  commitment  to  the  community  will  also  increase  the  quality  of  consumer  rela9onship  to  a  brand  (Algesheimer  et  al.,  2005).    

• How  Brand  can  be  op9mized  by  community?  

Brand  Community  OpDmizaDon  

Research  Ques9ons  •  The  purpose  of  the  research  is  to  find  out  and  analyze  the  

effect  of:    •  (1)  Brand  community  op3miza3on  and  its  dimensions  (Brand  

affect,  Brand  trust,  Brand  self  congruity,  Brand  social  iden3fica3on)  towards  the  Brand  community  commitment.    

•  (2)  Dependence  towards  the  Brand  community  commitment.  •  (3)  Brand  community  commitment  towards  Repurchase  

inten3on.    •  (4)  Brand  community  op3miza3on  and  its  dimensions  (Brand  

affect,  Brand  trust,  Brand  self  congruity,  Brand  social  iden3fica3on)  towards  the  Repurchase  inten3on.    

•  (5)  Dependence  towards  Repurchase  inten3on.  

Conceptual  Framerwork  

Research  Hyphotheses  •  H1:  There  is  posi3ve  effect  of  Brand  affect  towards  Brand  community  commitment.  •  H2:    There  is  posi9ve  effect  of  Brand  trust  towards  Brand  community  commitment.  •  H3:    There  is  posi9ve  effect  of  Brand  self  congruity  towards  Brand  community  

commitment.  •  H4:    There  is  posi9ve  effect  of  Brand  social  iden3fcia3on  towards  Brand  

community  commitment.  •  H5:  There  is  nega3ve  effect  of  Dependence  towards  Brand  community  

commitment.  •  H6:  There  is  posi3ve  effect  of  Brand  community  commitment  towards  Repurchase  

inten3on.  •  H7      :      There  is  posi3ve  effect  of  Brand  affect  towards  Repurchase  inten3on.  •  H8        :      There  is  posi9ve  effect  of  Brand  trust  towards  Repurchase  inten3on.  •  H9        :    There  is  posi9ve  effect  of  Brand  self  congruity  towards  Repurchase  

inten3on.  •  H10  :  There  is  posi9ve  effect  of  Brand  social  iden3fica3on  towards  Repurchase  

inten3on.  •  H11  :  There  is  nega3ve  effect  of  Dependence  towards  Repurchase  inten3on  

Methodology  •  The  popula9on  in  this  research  was  the  members  of  AKAP  Bus  

community.  Un9l  2013,  there  were  51  AKAP  bus  company  that  have  community  and  were  listed  in  the  Busmania  Community.    

•  In  this  research,  the  selected  samples  of  AKAP  Bus  companies  were  the  AKAP  Bus  companies  that  received  the  award  from  the  Department  of  Transporta9on  in  2013  and  were  included  in  the  large  company  category:  PO.  Nusantara  (Kabupaten  Kudus)  and  PT.  Primajasa  Perdanaraya  (DKI  Jakarta/  Bekasi).      

•  Data  in  this  research  was  collected  by  distribu9on  ques9onnaire  to  300  respondents  as  sample.    

•  The  distribu9on  of  ques9onnaire  was  conducted  in  the  rou9ne  event  venue  of  the  respec9ve  community.  The  sample  collec9on  technique  was  Purposive  sampling.    

•  Ques9onnaire  was  distributed  directly  to  both  community  of  AKAP  Bus:  (1)  APBN  Nusantara  &  Symphony  community,  and  (2)  Primajasa  Mania  community.    

•  From  the  test  result  of  H1  to  H4,  it  can  be  seen  that  3  dimension  that  established  Brand  community  op3miza3on  (Brand  affect,  Brand  trust  and  Brand  social  iden3fica3on)  has  posi9ve  and  significant  effect  towards  Brand  community  commitment.    

•  Test  result  of  H5  shows  the  nega9ve  effect  of  Dependence  towards  Brand  community  commitment.    

•  H6  shows  the  posi9ve  effect  of  Brand  community  commitment  towards  Repurchase  inten3on.    

•  The  test  result  of  H7  to  H10  shows  that  Brand  affect,  Brand  self  congruity  and  Brand  social  iden3fica3on  has  posi9ve  and  significant  effect  towards  Repurchase  inten3on.  Dimension  of  Brand  trust  has  no  posi9ve  and  significant  effect  towards  Repurchase  inten3on.  

•  The  test  result  of  H11  gives  rather  similar  result  from  H5  where  there  was  nega9ve  effect  of  Dependence  towards  Repurchase  inten3on    

Conclusion  •  Brand  community  op3miza3on  in  the  context  of  AKAP  Bus  

community  is  a  new  variable  proposed  to  op9mize  the  brand  into  the  Top  of  mind  in  the  community  and  create  members  commitment  to  the  AKAP  Bus  brand.    

•  Brand  community  op3miza3on  is  established  by  3  dimensions:  (a)  Brand  affect,  (b)  Brand  trust,  and  (c)  Brand  social  iden3fica3on  and  Brand  trust  is  the  most  prominent  dimension  that  establishes  the  commitment  of  AKAP  Bus  community  members.    

•  Brand  self  congruity  has  no  real  influence  to  the  Brand  community  commitment  so  that  Brand  self  congruity  is  not  included  in  the  dimension  that  establish  Brand  community  op3miza3on.    

•  Brand  community  op3miza3on  and  Dependence  is  a  variable  that  plays  certain  role  to  create  Repurchase  inten3on  in  the  community.    

•  Brand  community  commitment  is  a  media3ng  effect  variable  to  the  rela9onship  between  Brand  community  op3miza3on,  Dependence  and  Repurchase  inten3on.  

Theore9cal    Implica9on  •  The  research  contributes  a  new  variable  in  the  marke9ng  

science,  that  is  the  Brand  community  op3miza3on  which  has  not  been  studied  previously,  especially  in  the  topic  of  brand  in  the  context  of  community.    

•  Brand  community  op3miza3on  is  established  by  3  dimensions:  Brand  affect,  Brand  trust  and  Brand  social  iden3fica3on.    

•  Brand  self  congruity  is  not  suitable  for  the  context  of  community  to  create  Repurchase  inten3on  considering  its  small  or  non-­‐significant  effect  from  the  rela9onship  towards  Brand  community  commitment  and  Repurchase  inten3on.    

•  The  research  gives  contribu9on  in  the  enrichment  of  Repurchase  inten3on  model  in  the  context  of  Brand  community,  especially  in  the  AKAP  Bus  transporta9on  service.    

Recommenda9on  Future  Research  •  Further  researches  are  suggested  to  implement  and  test  the  Repurchase  inten3on  model  in  the  scope  of  community  in  other  transporta9on  service  industry  such  as  train  or  airplane  and  other  service  industry  such  as  hotel  or  travel  agency.    

•  Research  should  also  be  done  to  manufacture  industry  (product)    

•  The  next  research  should  include  other  dimension  Calcula3ve  commitment  and  Norma3ve  commitment  into  the  model