Factors affecting bloggers brand loyalty toward UGC Platfrom
Adinda Mutia Muwardati (a), Dr. Reny Yuliati (b)
a) Program Pascasarjana Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia
adinda.mutia[at]ui.ac.id
b) Program Pascasarjana Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia
Abstract
The competition of the UGC platform in Indonesia makes companies maintain their business by increasing and retaining blogger loyalists. Strong brand loyalty is believed to be able to make consumers to repurchase and resist switching to another brand. The bloggers loyalty is supposed to be effected by many factors, such as brand awareness, perceived quality, dan brand associations. The purpose of this paper is to empirically investigate the factors affecting bloggers brand loyalty by examining bloggers perceptions and loyalty toward blog platform Kompasiana.com. This paper proposes research method using online questionnaire survey targeting 196 bloggers who write in Kompasiana.com and analyzed using descriptive, correlation and multiple regression analysis that will recognize the correlation between its factors. The results of this study will show whether brand awareness, perceived quality, and brand associations are factors that influence bloggers loyalty to Kompasiana.com. The results can also be recommended to companies to formulate strategies to increase their brand equity in order to compete for business sustainability, especially blogger market in Indonesia.
Keywords: brand loyalty, brand awareness, perceived quality, brand association, blogger
Topic: What are the topics?