Social Identity Analysis The Buttonscarves Community In Building Brand Loyalty

Abstract

Social Identity is part of the self concept that comes from experience and knowledge of individuals when they are in a particular social group. The association of individuals in the community unknowingly makes community members loyal to certain brands, one of which is the buttonscarves community. This study wanted to see how social identity can build community members' loyalty to the buttonscarves brand. Through the theory of social identity proposed by Jackson & Smith about social identity that underlies Four dimensions where a person has perception in the context of intergroup, attraction in groups, interrelated beliefs and depersonalization that produce brand loyalty proposed by Alfares are positive behavior towards the brand, repeat purchases, satisfaction, liking, commitment, trust and transition costs. The results of this study show that the identity formed in the buttonscarves community can increase brand loyalty to the buttonscarves brand. Each individual in the community has the same goal so as to form a social identity so as to exclude negative issues from outsiders. The uniqueness, economic value and reputation that buttonscarves have is able to meet the symbolic needs of community members. This phenomenon can be used by business practitioners as a marketing communication model to achieve brand loyalty from consumers.Keywords: Social identity; brand loyalty; buttonscarves; community engagement; share valuesReferencesAmrullah, H. F., & Pajolloi Bate, K. P., & M. M. (2024). Construction of personal identity for outside Baduy citizens on Instagram. E-Bangi: Journal of Social Sciences & Humanities, 1(1), 4–6. https://doi.org/10.17576/ebangi.2024.2101.02Boyle, B. A., & Magnusson, P. (2007). Social identity and brand equity formation: A comparative study of collegiate sports fans. Journal of Sport Management, 21(4), 497-520. https://doi.org/10.1123/jsm.21.4.497Harwood, J. (2020). Social identity theory. In J. van den Bulck (Ed.), International encyclopedia of media psychology. Wiley. https://doi.org/10.1002/9781119011071.iemp0153Huang, T. K., Wang, Y.-T., & Lin, K.-Y. (2021). Enhancing brand loyalty through online brand communities: The role of community benefits. Journal of Product & Brand Management. http://dx.doi.org/10.1108/JPBM-08-2020-3027Ingemansson, V., Nilsson, I., & Vllasalija, D. (2015). An exploratory research on the relationship between low product involvement and brand loyalty. Linnaeus University. http://lnu.diva-portal.org/smash/get/diva2:843071/FULLTEXT01.pdfKartikaningsih, D. (2021). Brand relationship quality strategy and brand loyalty of Abekani’s product. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 5(1), 51. http://jurnal.asmtb.ac.id/index.php/jsab/article/view/196Merdawati. (2021). Hubungan antara identitas sosial dengan konformitas pada klub motor Fort Supermoto Squad. Industry and Higher Education, 3(1), 1689–1699. http://journal.unilak.ac.id/index.php/JIEB/article/view/3845Mohamad Fauzi Sukimi, M. N. M. N. (2024). Identiti maskuliniti: Konsumsi sebagai manifestasi mimpi imej ‘sado’ dalam kalangan belia Melayu (Masculinity identity: Consumption as a dream manifestation of the ‘sado’ image among Malay youth). E-Bangi: Journal of Social Sciences & Humanities, 4(2), 7823–7830. https://doi.org/10.17576/ebangi.2024.2102.21Rengganis, D. A. (2016). Kontribusi identitas sosial terhadap konformitas pada penggemar K-Pop. Jurnal Ilmiah Psikologi, 9(2), 161–167.Saputra, R. Y. B., & Lusia, A. (2023). Pengaruh brand loyalty, brand trust dan harga terhadap keputusan pembelian ulang paket data Tri di Solo Raya. Indonesian Journal of Strategic Management, 6(2), 71–82. https://doi.org/10.25134/ijsm.v6i2.7900Sarifah, R. (2016). Identitas sosial dengan prasangka pada prajurit TNI AD terhadap anggota kepolisian. Jurnal Ilmiah Psikologi Terapan, 04(1), 75–88. https://ejournal.umm.ac.id/index.php/jipt/article/view/2879Senis, Y., Ayorbaba, M., & Luas, A. (2024). Building a new understanding of changing patterns of community interaction, social behavior, and conflicts of interest: A theoretical study. Journal of Urban Sociology, 1(1), 10. https://doi.org/10.30742/jus.v1i1.3456Shelly. (2022). Pengaruh brand image, brand quality, brand trust terhadap brand loyalty pada produk merek Philips. Journal Name, 6*(1), 1–17. [URL if available]Yasin, R. (2020). BSLady community exhibition: A communication and lifestyle. Riau Pos. https://riaupos.jawapos.com/opini/amp/2253682253/eksistensi-komunitas-bslady-sebuah-komunikasi-dan-lifestyleWang, S., & G. C., & A. A. (2024). A critical review of women’s consumption and empowerment in China. E-Bangi: Journal of Social Sciences & Humanities, 1(April). https://doi.org/10.17576/ebangi.2024.2101.44Wibisono, M. D., & Musdalifah. (2020). Pengembangan skala identitas sosial: Validitas, dan analisis faktor konfirmatori. Proyeksi, 15(1), 58–67. https://doi.org/10.30659/jp.15.1.58-67