The relationship between online community commitment and brand loyalty is investigated by examining how online community commitment influence on brand loyalty. To understand deeper about the relationship between online community commitment and brand loyalty, Analysis of online community commitment variables was conducted in order to examines the relationship toward the brand loyalty. Brand trust as another factor was included in order to see its function as moderating factor or mediating factor.
Data were collected via online survey from online communities in Indonesia. A survey of 191 respondents revealed that online community commitment positively influenced brand loyalty. Online community commitment variables which is affective commitment has stronger relationship towards brand loyalty compared to other variables. The analysis also shows that brand trust is not a significant moderating factor relating online community commitment and brand loyalty. However, brand trust show significant value as mediating factor. Brand trust partly mediates relationship between online community commitment and brand loyalty. Interpretation and implications of the findings, as well as future research directions are discussed.

The relationship between online community commitment and brand loyalty is investigated by examining how online community commitment influence on brand loyalty. To understand deeper about the relationship between online community commitment and brand loyalty, Analysis of online community commitment variables was conducted in order to examines the relationship toward the brand loyalty. Brand trust as another factor was included in order to see its function as moderating factor or mediating factor.
Data were collected via online survey from online communities in Indonesia. A survey of 191 respondents revealed that online community commitment positively influenced brand loyalty. Online community commitment variables which is affective commitment has stronger relationship towards brand loyalty compared to other variables. The analysis also shows that brand trust is not a significant moderating factor relating online community commitment and brand loyalty. However, brand trust show significant value as mediating factor. Brand trust partly mediates relationship between online community commitment and brand loyalty. Interpretation and implications of the findings, as well as future research directions are discussed.

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