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IJSTR >> Volume 8 - Issue 8, August 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Interpersonal Communication Implementation In Forming Brand Loyalty (Case Study Of The FLCC Church Community GBI WTC Serpong)

[Full Text]

 

AUTHOR(S)

Yohana Wardana Sentosa, Oryza Devi Salam

 

KEYWORDS

Interpersonal Communication, Community, Brand Loyalty, Interpersonal Perception.

 

ABSTRACT

This study aimed to find out how to implement interpersonal communication in forming brand loyalty in the Frontliner Campus Community community, GBI World Transformation Church Serpong Church. This research was descriptive research with qualitative approach, and the research method used case study. Data collection was conducted through interview with data analysis technique. According to Miles and Huberman, data analysis technique is data reduction, data display, and drawing conclusion and verification. The main theory of interpersonal communication that used to see the implementation of interpersonal communication in this study is Devito’s interpersonal communication. Then, the main theory of brand loyalty used as an indicator is Griffin's brand loyalty theory which discusses the characteristics of loyal customers and supported by the loyalty pyramid proposed by Rangkuti. The main theory of perception that used as an indicator is the theory of interpersonal perception by DeVito. The results showed that the formation of brand loyalty in the Frontliner Campus Community was influenced by the positive perception of its members on the implementation of interpersonal communication in the mentoring program.

 

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