Brand Personality, Brand Community, and Life Style as an Antecedent to Motorcycle Brand Loyalty Vespa Matic In Yogyakarta City

Fadli Ramadan, Poppy Laksita Rini

Abstract


This research aims to determine brand personality, brands community, and lifestyle as antecedents to Vespa motorbike brand loyalty automatic in Yogyakarta City. The population in this study were all users automatic Vespa motorbikes in Yogyakarta, while the samples are some of the para members of the Vespa automatic motorbike community in the city of Yogyakarta. Retrieval technique The sample in this research uses non-probability sampling, namely Purposeful Sampling. The sample in this study consisted of 80 respondents. Data used in this research is primary data. Data collection technique by distributing questionnaires. The analysis used is regression analysis multiple linear, t test, and coefficient of determination (R2). Data processing using SPSS.

The results of this research show that Brand Personality positive and significant effect on Brand Loyalty, Brand Community positive and significant effect on Brand Loyalty, Life Style positive and significant effect on Brand Loyalty. Coefficient determination (R2) in this study was 0.864 or 86.4%.

Keywords: Brand Personality, Brand Community, Life Style, and Loyalitas Merek.

 


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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

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