ANALISIS BRAND COMMUNITY DAN OPINION LEADER PADA KEPUTUSAN PEMBELIAN PROSUK JAM TANGAN SWATCH (STUDI MENGENAI LOYALITAS MEMBER SWATCH CLUB INDONESIA)

Abstract

The phenomenon of fluctuating market position of Swatch watches in Indonesia demands a more adaptive marketing strategy, one of which is through optimizing the role of the community to build brand loyalty. This study aims to analyze the influence of Brand Community and Opinion Leaders on purchasing decisions of Swatch watch products, with the focus of the study on members of Swatch Club Indonesia (SCI). The research method applies a mixed method approach involving 59 respondents through saturated sampling techniques, where data are analyzed using multiple linear regression assisted by SPSS and in-depth qualitative analysis. The results of the study show strong empirical findings, where partially the Brand Community and Opinion Leader variables have a significant effect with a significance value of 0.000. Simultaneously, both variables are proven to have a positive and significant influence on purchasing decisions, indicated by the calculated F value of 22.148 which exceeds the F table of 3.17, as well as the coefficient of determination (R Square) value of 0.442 which indicates a contribution of 44.2%. These findings confirm that the existence of a solid community and the active role of opinion leaders are very effective in building consumer trust, minimizing the risk of product uncertainty, and stimulating purchasing decisions. The main conclusion of this study recommends strategic synergy between manufacturers and internal communities and influencers to maintain loyalty and increase product sales volume sustainably.

ABSTRAK

Fenomena fluktuasi posisi pasar jam tangan Swatch di Indonesia menuntut strategi pemasaran yang lebih adaptif, salah satunya melalui optimalisasi peran komunitas guna membangun loyalitas merek. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Community dan Opinion Leader terhadap keputusan pembelian produk jam tangan Swatch, dengan fokus studi pada anggota Swatch Club Indonesia (SCI). Metode penelitian menerapkan pendekatan campuran (mixed method) yang melibatkan 59 responden melalui teknik sampling jenuh, di mana data dianalisis menggunakan regresi linear berganda berbantuan SPSS serta analisis kualitatif mendalam. Hasil penelitian menunjukkan temuan empiris yang kuat, di mana secara parsial variabel Brand Community dan Opinion Leader berpengaruh signifikan dengan nilai signifikansi 0,000. Secara simultan, kedua variabel terbukti memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, ditunjukkan oleh nilai F hitung sebesar 22,148 yang melampaui F tabel 3,17, serta nilai koefisien determinasi (R Square) sebesar 0,442 yang mengindikasikan kontribusi pengaruh sebesar 44,2%. Temuan ini menegaskan bahwa keberadaan komunitas yang solid dan peran aktif pemimpin opini sangat efektif dalam membangun kepercayaan konsumen, meminimalisir risiko ketidakpastian produk, serta menstimulasi keputusan pembelian. Simpulan utama studi ini merekomendasikan sinergi strategis antara produsen dengan komunitas dan influencer internal untuk menjaga loyalitas serta meningkatkan volume penjualan produk secara berkelanjutan.