Online Communities, Brand Recovery, Consumer Relationships, and Repurchase Intention

Mohammad Allatas Muryanto; Ifta Firdausa Nuzula; Thangaraj Venkatesan

doi:10.56741/jmsd.v2i01.102

Authors

Mohammad Allatas Muryanto
allatas.muryanto@gmail.com
Universitas Negeri Sebelas Maret
Ifta Firdausa Nuzula Universitas Negeri Sebelas Maret
Thangaraj Venkatesan Sanskrithi School of Business Beedupalli

DOI:

https://doi.org/10.56741/jmsd.v2i01.102

Keywords:

Online Communities, Brand Recovery, Consumer Relationships, Repurchase Intention

Abstract

This study examines the influence and linkages between Online Communities, Brand Recovery, Consumer Relationships, and Repurchase Intentions. The case discussed is Tokopedia as one of the big market places in Indonesia. The research uses a quantitative approach with instruments in the form of questionnaires distributed to Tokopedia users. Questionnaire distributed online. The respondent's response is a scale from 1(strongly disagree) to 5 (strongly agree). The data is processed using the Structural Equation Modeling (SEM) model. Brand recovery efforts have a significant positive effect on consumer forgiveness. If users experience high brand recovery efforts, they will also have high consumer forgiveness. Brand restoration efforts have a significant positive impact on repurchase intentions. Online brand community involvement has a significant positive effect on consumer forgiveness. Users were involved in an increased online brand community and will also have high consumer forgiveness. Online brand community involvement has a positive but insignificant effect on repurchase intention.

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Author Biographies

Mohammad Allatas Muryanto, Universitas Negeri Sebelas Maret

Mohammad Allatas Muryanto is a graduate student in Management of Universitas Negeri Sebelas Maret, Indonesia. His undergraduate degree is in Sharia Economics from Brawijaya University, Indonesia. (email: allatas.muryanto@gmail.com).

Ifta Firdausa Nuzula, Universitas Negeri Sebelas Maret

Ifta Firdausa Nuzula is a young researcher. She has published several articles in reputable international journals. Ifta is a member of the Indonesian Institute of Science and Technology as an editor in Jurnal Genesis Indonesia. She got scholarship for her study from Ministry of Education and Culture for undergraduate school and BARISTA Program from National Research and Innovation agency of Indonesia for graduate research. (email: iftafirdausan@student.uns.ac.id).

Thangaraj Venkatesan, Sanskrithi School of Business Beedupalli

Dr. Thangaraj Venkatesan is Vice Principal in the Department of Management Studies. He obtained his M.A (Public Administration), M.Com, M.Phil and MBA from Annamalai University and Ph.D Degree in Management Studies specializing Finance from Bharathiar University, Tamilnadu. He has published more than 40 articles in national and international journals. He has organized four international conferences. His areas of interest are Finance and Management Accounting. He has taught diverse set of subjects like Management Accounting, Financial Accounting, Advanced Corporate Finance, Derivatives and Investments. (email: proftvv@gmail.com).

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