The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals). Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.

The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals). Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.

Abstract:Franchising is a form of retail businesses, especially those of growing and promising restaurants. Competition is becoming more tightly multiplied by the entry of foreign franchisors. Customer loyalty is the key to win the competition. The purpose of this study is to analyze the trust, affective commitment, continuance commitment towards repurchase intention. Respondents as the sample of this study were 200 respondents who visited local franchise restaurants, chosen by using Purposive Sampling technique. Furthermore, the method of data analysis applies the Structural Equation Model techniques. The study finds that the entire hypothesis presented can be supported, where there are (1) a positive influence of trust towards affective commitment, (2) a positive influence of trust towards continuance commitment, (3) a positive affective trust towards repurchase intention, (4) a positive influence continuance commitment towards repurchase intention, and (5) a positive effect of trust towards repurchase intention. Furthermore, it is also found that (1) affective and continuance commitment is a mediator variable between the trust and repurchase intention, and (2) continuance commitment is a stronger factor in influencing the trust and repurchase intention than affective commitment. For further study, it is recommended that this research be applied to other types of local franchises, such as department stores, convenience stores, specialty stores, supermarkets and hypermarkets, as well as adding service quality and customer satisfaction as antecedents of trust and word-of-mouth as a consequence of the commitment. Keywords : trust, affective commitment,continuance commitment, repurchase intention

Penelitian ini mengembangkan secara empiris dalam menguji model penelitian dampak dari lima elemen Social Media Marketing (SMM): entertainment,customization,interactivity, electronic-word-of mouth (eWOM) and trendiness terhadap niat konsumen untuk berpartisipasi dalam penciptaan bersama nilai dan pada konsumen - keterlibatan merek (CBE) dan dirasakan nilai merek pada gilirannya. analisis yang digunakan dalam penelitian ini yaitu pengguna aplikasi nike running yang merupakan produk teknologi kesehatan. Teknologi ini memungkinkan konsumen untuk menikmati pengalaman brand yang unik dalam proses berbagi pengalaman mereka dalam menggunakan produk teknologi perawatan kesehatan yang dapat di unggah di platform media sosial. Data yang diperoleh menggunakan Google form sebanyak 229 responnden,pengguna Nike Running Indonesia. Penelitian ini menggunakan metode uji validitas dan reliabilitas untuk pengujiannya. Hasil penelitian ini menjelaskan bahwa customization, ewom, interactivity berpengaruh positif terhadap value co-creation, sedangkan entertainment dan trendiness tidak. Sehingga hasil penelita ini dapat berguna bagi para manajer perusahaan untuk dapet mengembangkan dengan adanya peran media sosial.Keywords: Consumer-Brand Engagement; Perceived Brand Value; Social Media Marketing; Wearable Healthcare Technology

The purpose of this study is to analyze the effect of Consumer-based brand equity on Brand loyalty through Customer satisfaction. This study used purposive sampling data collection techniques. This study was analyzed using the Structural Equation Model (SEM) analysis method. The results of this study indicate (1) The Influence Dimensions of Consumer-Based Brand Equity on Customer Satisfaction, where (1a) Perceived quality has no positive effect on Customer satisfaction; (1b) the Perceived value of cost has a positive effect on Customer satisfaction; (1c) Brand identification has no positive effect on Customer satisfaction; (1d) Trust has a positive effect on Customer satisfaction; (1e) Lifestyle congruence has a positive effect on Customer satisfaction. (2) Customer satisfaction has a positive effect on Brand loyalty. (3) The Influence Dimensions of Consumer-Based Brand Equity on Brand loyalty through Customer Satisfaction, where (3a) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in full; (3b) Customer satisfaction mediates the influence of Perceived value of cost on Brand loyalty in partial; (3c) Customer satisfaction mediates the influence of Brand identification on Brand loyalty in partial; (3d) Customer satisfaction mediates the influence of Trust on Brand loyalty in full; (3e) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in partial. The advice for further researchers can conduct research on various types of other food and baverage businesses, such as restaurant, bakeries, and cafes.