Customer Engagement in Brand Car Communities
The study aimed to analyze the influence of social capital dimensions of structural, relation, and cognitive, then CPO, CCB, Customer loyalty, and the Customer experience in the car's community on CBE. The study was conducted by spreading questionnaires to 219 respondents who gathered in the car community. This research was conducted to test the hypothesis (hypothesis testing) with the data analysis tool used in Structural Equation Model (SEM) AMOS. The test result showed overall social capital structural and relation had a positive but insignificant effect on CPO, except social capital cognitive had not had a positive and insignificant effect on CPO. CPO had a positive but insignificant effect on CL, CL had a positive but insignificant effect on CBE, and CE had a positive but insignificant on CBE. While the CPO had a positive and significant effect on CCB, and CCB had a positive and significant effect on CBE.
Keywords - Social Capital, Customer Citizenship Behavior, Customer Brand Community, Customer Experience, Customer Loyalty.