THE EFFECT OF CUSTOMER EXPERIENCE AND BRAND COMMUNITY ON BRAND LOYALTY ON USERS SUZUKI AUTOMOTIVE PRODUCTS IN INDONESIA

Abstract

The purpose of this study is to determine and analyze the influence of customer experience and brand community on brand loyalty in Suzuki car users in Indonesia. The population in this study is all Suzuki car users who are active in the brand community. Sample selection in this study used non-probablity sampling because it did not provide an equal opportunity for each member of the population to become a sample. The sampling method in this study was purposive sampling of 205 respondents. The data analysis carried out is structural equation modeling (SEM) analysis with AMOS software. The results of the data analysis show that partially the variables of customer experience and brand community have a positive and significant effect on the brand loyalty of Suzuki car users in Indonesia.