Peran Community Trust dalam Memediasi Pengaruh Brand Community Identification terhadap Consumer Brand Engagement: Studi pada Komunitas Pengguna Kawasaki KLX 150 di Tabanan

Pande Putu Loka Samasta Dharma; Ni Made Asti Aksari

doi:10.61132/santri.v4i4.2542

Authors

Pande Putu Loka Samasta Dharma Universitas Udayana
Ni Made Asti Aksari Universitas Udayana

DOI:

https://doi.org/10.61132/santri.v4i4.2542

Keywords:

Community Identification, Brand Community, Community Trust, Consumer Brand Engagement, Consumer Engagement

Abstract

This study aims to analyze the influence of brand community identification on consumer brand engagement, with community trust serving as a mediating variable, among members of the Kawasaki KLX 150 Users Community in Tabanan. This research is motivated by the increasing number of community members and participation in community activities, which has not been accompanied by equal levels of member engagement across various community activities. The study employs a quantitative approach with a causal associative research design. Data were collected through questionnaires distributed to members of the Kawasaki KLX 150 Users Community in Tabanan and analyzed using the Partial Least Squares (PLS) method.The results indicate that brand community identification has a positive and significant effect on both consumer brand engagement and community trust. Furthermore, community trust has a positive and significant effect on consumer brand engagement. The mediation analysis reveals that community trust positively and significantly mediates the relationship between brand community identification and consumer brand engagement. These findings suggest that stronger member identification with the community leads to higher levels of trust within the community, which in turn enhances members’ engagement with the brand. Therefore, community managers should strengthen the community’s identity and foster trust among members to create higher and more sustainable member engagement.

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