| Summary: | The increasingly fierce market competition will indirectly affect a company in maintaining its
market share. In order to survive in the competition then the producers demanded more
attention to the needs and desires of consumers, especially on a strategy to maintain the
loyalty of consumers. In general, loyal customers are not looking for alternatives and not
easily turn to other brands of products. For that reason the company sought to create a loyal
customer. Current for all categories of products provide a brand identity for each
product. Function of the brand is not just a simple name or a differentiator with competitors'
products, but has become an important factor in competitive advantage. Brands can simplify
the decision, offering quality assurance and reduce risk, help the expression of self, and offer
friendship and fun. In addition the brand has become a crucial element contributing to the
success of a marketing organization, whether business or nonprofit enterprise, manufacturing
and service providers, and local and global organizations. This study related to the
Woisetschlager in 2008 which states that there are several dimensions that affect the
antecedent of consumer participation within the community that the community
identification, community satisfaction and the degree of influence and some of the
dimensions of the consequences that occur because consumer participation is brand image,
loyalty and the Word of MouthUsing multiple regression analysis, the study found that all
attributes were significantly influence antecedent of consumer participation and consumer
participation significantly affect the consequences of attributes. The interaction with the
higher preference level of consumer participation in it.
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