PROCEEDING Of BRAND COMMUNITY AS AN EFFECTIVE MEANS OF POSITIVE WORD OF MOUTH

Brand provides benefits not only for producers but also consumers. Brand helps identify a product. Brand also can strengthen the relationship between companies and customers through the creation of an emotional relationship. The stronger the emotional relationship that exists between a customer with a brand can create a brand community. Members of a brand community will share the experience and their love towards the top brands nearby. Love of the community for a brand can be used as a positive word of mouth and is very effective for promotion. This study aimed to determine the effect of brand communities for positive word of mouth. Respondents in this study is a member of the Vario Bali Riders totaled 67 people. The analysis technique used in this research is multiple linear regression. The analysis of regression is used to determine the causal relationship that occurs between brand community which consists of a consciousness of a kind, shared rituals and traditions and a sense of moral responsibility towards positive word of mouth. consciousness of a kind a significant effect on positive word of mouth, while the shared rituals and traditions and a sense of moral responsibility has no effect.