ANALISIS PENGARUH BRAND COMMUNITY TERHADAP WORD OF MOUTH PADA BLACK MOTOR COMMUNITY

Abstract

When the customers want to be assumed as fully individuals, the marketer must be humanist in marketing. The system needed is marketing strategy called New Wave Marketing. Promotion focuses on event as the primary power, that is involving public directly in that event (brand activation), that enhance the outcome of brand penetration process to public. This New Wave Marketing principle is adopted by Djarum Black Community as tools to build its brand. Hypotheses test indicates that Brand Resonance and Emotional Branding have significant effect on Brand Community. And Brand Communication has significant effect on Word of Mouth. The result of this research indicates that event can become an effective tool in marketing, to promote the number of the new product user