The effect of psychological engagement on member behavioral engagement in a virtual community in Indonesia

Maria Satya Rani and Melda Gienardy
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Maria Satya Rani: Gadjah Mada University
Melda Gienardy: Tompotika Luwuk Banggai University

International Journal of Research in Business and Social Science (2147-4478), 2024, vol. 13, issue 7, 110-121

Abstract: This study aims to analyze the role of psychological engagement, encompassing cognitive, emotional, and physical dimensions, as well as member behavioral engagement, including participation and word of mouth, and its influence on brand loyalty, which includes cognitive, affective, conative, and action loyalty in the National Cooking Club (NCC) in Indonesia. Utilizing a quantitative approach with survey techniques, an online questionnaire was distributed to 500 respondents, yielding 162 valid responses. Data analysis was conducted using multiple linear regression with SPSS version 16. The results indicate that action loyalty does not significantly affect physical engagement, whereas emotional engagement does. Additionally, both emotional and physical engagement significantly influence participation, whereas cognitive engagement does not. Furthermore, emotional engagement has a significant effect on word of mouth, contrary to cognitive and physical engagement, which do not significantly influence word of mouth among NCC members. Key Words:Psychological engagement, behavioral member engagement, brand loyalty.

Date: 2024
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