| Summary: | The purpose of this study is to examine the affect of brand community trust,
brand community affect, consciousness of kind, moral responsibility, rituals and
traditions toward brand community commitment and to examine the affect of brand
community commitment toward brand loyalty on motorcycle brand community
members in Yogyakarta Special Region. Brand community trust indicated with an
attitude of confidence in the reliability and integrity that can be provided by the
brand community. Brand community affect indicated with positive emotional
response to the brand community. Consciousness of kind, moral responsibility,
rituals and traditions are three elements of brand community. These five factors are
considered to increase the brand community commitment then would create brand
loyalty.
This study used 150 respondents who are members of the motorcycle brand
community in the Yogyakarta Special Region. Data was analyzed using multiple
linear regression analysis and simple linear regression analysis. Results of this
study are brand community trust, brand community affect, consciousness of kind,
and moral responsibility have positive affect and significant to brand community
commitment, and for rituals and tradition doesn�t have positive affect to brand
community commitment, and brand community commitment has positive affect and
significant to brand loyalty.
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