Satisfaction, Trust and Attachment on Brand Community Context: Loyalty Impact

Consumer behavior is dynamic, means the behavior of a consumer, a group or a community able to change and moving all the time. Therefore, related the satisfaction, trust, attachment, and loyalty on a brand able to form the perception of the brand. The purpose of the current study is to examine and to explain the relationship between the four variables, such as brand satisfaction, brand trust, brand attachment, and brand loyalty. The object used in the current study is the member of Yamaha motorcycle community which is divided into three community. They are ; Majesty (Malang Jupiter Series Community) community, MFCM (Mio Fans Club Malang) community, and YVCI (Yamaha Vixion Club Indonesia) community. The proportional simple random method was used with 108 respondent involved and then Generalized Structural Component Analysis (GeSCA) used to analyze the data. The result show that the relationship between brand satisfaction and brand satisfaction is significant, the relationship between brand satisfaction and brand attachment is significant as well, the significant relationship has resulted between brand attachment and brand loyalty, also the significant relationship between brand trust and brand loyalty is obtained.