PENGARUH BRAND COMMUNITY DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS MEREK PADA PENGGUNA MOTOR YAMAHA NMAX DI KOTA PALU

Vena Anggelica Rasunde. The Effect of Brand Community and Customer Relationship Management on Brand Loyalty on Yamaha NMAX Motorcycle Users in Palu City. Guided by Dr. H.SyamsulBahri Dg Parani, SE.MM.

This study aims to determine the effect of brand community and customer relationship management variables on Brand Loyalty on Yamaha NMAX motorcycle users in the city of Palu. In this study a sample of 45 respondents was taken. The sampling technique used in this study is purposive sampling. Data collection is done by distributing questionnaires. Quantitative research methods with the type of causal descriptive research. Data analysis was performed using multiple linear regression methods. The results of this study indicate that simultaneously brand community and customer relationship management variables significantly influence brand loyalty on Yamaha NMAX motorcycle users in Palu City, while partially brand community and customer relationship management variables significantly influence brand loyalty on Yamaha NMAX motorcycle users in the City Hammer. Based on the analysis of the coefficient of determination shows that brand community and customer relationship management contribute 69.6% to brand loyalty in Yamaha NMAX motorcycle users in Palu City, while the remaining 30.4% is influenced by other factors outside the studied variables.

Keywords: Brand Community, Customer Relationship Management, Brand Loyalty