Nabila Zahranova Permata Putri, . (2026) COMMUNITY BUILDING SEBAGAI KOMUNIKASI PEMASARAN DALAM MEMPERTAHANKAN LOYALITAS MEREK (STUDI KASUS: SONNY ANGEL). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Amidst the saturation of conventional marketing communications, the phenomenon of self-reliant consumer groups has become crucial for brand existence. This qualitative case study under a Thematic Descriptive paradigm aims to analyzes the community-building process and the role of horizontal communication in maintaining Sonny Angel's brand loyalty. this research contributes to enriching the discourse on contemporary community-based marketing theories. Data gathered via participant observation and in-depth interviews with the administrator (encoder) and members (decoders) were examined using Thematic Analysis based on Stuart Hall’s framework and Muniz & O’Guinn’s theory. The findings reveal that community building occurs organically through a shared sense of collective moral responsibility (anti-counterfeit and anti-overpricing movements), cultivating a Safe Space. Furthermore, horizontal communication successfully deconstructs the product's meaning into Social Currency and a Status Symbol. Ultimately, this study concludes that brand loyalty is no longer dictated vertically by corporations, but is secured independently through Community Validation and Emotional Achievement within the community.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No.Panggil: 2210411086 Pembimbing: Ahmad Zakki Abdullah Penguji 1: Windhi Tia Saputra Penguji 2: Puri Bestari Mardani |
| Uncontrolled Keywords: | Community Building, Brand Loyalty, Brand Community. |
| Subjects: | H Social Sciences > H Social Sciences (General) L Education > L Education (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | NABILA ZAHRANOVA PERMATA PUTRI |
| Date Deposited: | 31 Aug 2026 07:35 |
| Last Modified: | 31 Aug 2026 07:35 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53173 |
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