DOI: https://doi.org/10.9744/jmp.6.2.72-78

ANALISIS FAKTOR BRAND CITIZENSHIP BEHAVIOR PADA HOTEL SHERATON SURABAYA

Claudion Graciella, Erica Dea Hutama, Fransisca Andreani

Abstract


Penelitian ini dilakukan untuk mengetahui faktor baru yang dapat terbentuk dari Brand Citizenship Behavior (BCB) di Hotel Sheraton Surabaya. BCB adalah perilaku karyawan yang mencerminkan merek organisasinya. Karena perilaku karyawan mencerminkan merek organisasinya, maka sangatlah penting untuk membentuk perilaku karyawan.  Penelitian ini bertujuan mereduksi 7 faktor BCB (helping behavior, brand consideration, brand enthusiasm, sportsmanship, brand endorsement, self-development, brand advancement) dengan menggunakan Exploratory Factor Analysis (EFA). Hasil penelitian menunjukkan bahwa faktor baru yang terbentuk adalah helping behavior, brand enthusiasm, self-development, dan brand loyalty

Keywords


Brand Citizenship Behavior (BCB), exploratory factor analysis

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DOI: https://doi.org/10.9744/jmp.6.2.72-78



The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

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