ANALISIS PENGARUH AFFECTIVE COMMUNITY COMMITMENT, CONTINUANCE COMMUNITY COMMITMENT, DAN NORMATIVE COMMUNITY COMMITMENT TERHADAP BRAND COMMITMENT MELALUI BRAND ATTACHMENT PADA PENGGUNA TOKOPEDIA DI SURABAYA

Abstract

In this modern, sophisticated internet technology has brought new business ways to introduce e-commerce. One of e-commerce that always ranks first in the highest number of visitors is Tokopedia. As a well-known company Tokopedia must keep its commitment. This research aims to analyze the influence of Affective Community Commitment, Continuance Community Commitment and Normative Community Commitment variables on Brand Commitments through Brand Attachment to Tokopedia users in Surabaya. The sample used in this study was male and female, aged 18-60 years living in the city of Surabaya with 100 respondents who purchased goods from Tokopedia in the past six months. For processing and analyzing the data in this study, that is by using AMOS 22.0 as a software for processing data. The empirical findings indicate that the relationship of Affective Community Commitment has an influence on Brand Attachment with regression coefficient of 0.557, Continuance Community Commitment has an influence on Brand Attachment with regression coefficient of 0.587, Normative Community Commitment has no effect on Brand Attachment with regression coefficient of 0.175, Brand Attachment has an influence on Brand Commitment with regression coefficient of 0.981