1Irma Nilasari, 2Ratna Komala Putri, 3Ivan Gumilar, 4Indra Taruna

Abstract

Brand community as a tool for customer retention strategy is widely accepted by marketing scholars as well as practitioners. The brand community affect and trust will influence directly and indirectly brand loyalty via brand community commitment. The present study conducted this framework of thinking to 327 members of PI.One as Pajero owner community in Indonesia as respondents. The factor analysis found that in PI.One environment, respondents do not differentiate between affect and trust. Thus, the independent variables merged into brand community affect and trust (BCAT). The hypotheses testing found that all hypotheses are supported. Several implications and also future researches are discussed at the end of this article.

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