Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

The Effect of Brand Identification and Sense of Community on Brand Love (A Survey of Kaskus Trading Forum Users in Bandung)

Authors
Fajar Gumelar Maulana, Ratih Hurriyati, Lili Adi Wibowo, Bambang Widjajanta
Corresponding Author
Fajar Gumelar Maulana
Available Online 2 September 2021.
DOI
10.2991/aebmr.k.210831.061How to use a DOI?
Keywords
brand identification, sense of community, brand love, Kaskus
Abstract

Online trading forums are becoming viral in Indonesia, but many failures experienced by startup companies, especially in the trading forum. Research on brand love has become a trend in several research studies in trading forum startup companies, especially in overcoming online trading forums. This study aims to determine the effect of brand identification and the sense of community on brand love in Kaskus trading forum users in Bandung. The research design of the study used was a cross-sectional method. This study employed a descriptive approach with an explanatory survey method involving 107 respondents who had been selected by using non-probability sampling. A questionnaire was used as a research instrument to collect data from respondents. The technical analysis of the study was a descriptive technique using frequency distribution. The results showed that the effect of brand identification was in the quite good category, and the sense of community on brand love was also in a good category. The novelty of this research is the difference that lies in the object of research, research time, measurement tools, literature used, theories used, and research results

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
2 September 2021
ISBN
978-94-6239-424-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.210831.061How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Fajar Gumelar Maulana
AU  - Ratih Hurriyati
AU  - Lili Adi Wibowo
AU  - Bambang Widjajanta
PY  - 2021
DA  - 2021/09/02
TI  - The Effect of Brand Identification and Sense of Community on Brand Love (A Survey of Kaskus Trading Forum Users in Bandung)
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 316
EP  - 320
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.061
DO  - 10.2991/aebmr.k.210831.061
ID  - Maulana2021
ER  -