KOMUNITAS MEREK: ANTECEDENTS DAN CONSEQUENCES DARI PARTISIPASI KONSUMEN

SUMMARY

Marketers lately built strategies based on consumer communities exist in the mar­­­ket. Community that drew most of marketer’s attention was brand community. Brand com­munity’s succession was influenced by consumer participation inside it, so that this ar­ticle revealed variables which influenced consumer parti­cipation and con­su­mer’s be­haviors arose. This research took place through internet on Android virtual brand com­munities, those were online forums and Android virtual communities de­ve­l­o­ped in Fa­ce­book. Data was analyzed with SEM (Structural Equation Modeling). The re­­­search found that there were significantly positive influenced whether of community i­den­­­­ti­fi­ca­tion or community satisfaction on consumer participation. Significantly po­si­tive in­fluen­ced of consumer participation whether on WOM or brand image. It sig­ni­fi­can­tly ne­ga­tive influenced of consumer participation on switching intention.