The Role of Consumer-Community Connectivity Based on Social Media: A Service Dominant Logic Theory Perspective

The decline in interest in purchasing branded cars can be caused by various factors.This could be due to poor product quality or a less-than-optimal marketing system.This study aims to examine the role of consumer-community connectedness and the experience of brand value co-creation and community functional support.The population of this study was car brand consumers who participated in car brand communities.The sample size was determined using the Lemeshow formula because the population size was unknown.The sample size was 385 respondents.The sampling technique was convenience sampling.The research analysis technique used Structural Equation Modeling with SmartPLS 4.0.The results showed that Community Identification had a significant positive effect on Community Involvement.Community Involvement had a significant positive effect on Co-Creation of Community Functional Support.Community Involvement had a significant positive effect on Community Commitment.Co-Creation of Community Functional Support had a significant positive effect on Community Commitment.