Building Relationship Quality Through Online Community Participation Case Study of Toyota Consumers in Bali, Indonesia

Abstract: This study illustrates the relationship between the benefits of online community participation, online community participation, service quality, brand personality with quality relationships. The purpose of this study explains how the quality of relationships at Toyota in Bali is able to build the benefits of online community participation, online community participation, service quality and brand personality. This study uses quantitative research. The population of this study are customers who purchase Toyota products and as direct users of Toyota products in Bali and have been involved in online community participation of Toyota in Bali with 942 people using the Anderson and Gerbing formula obtained sample size of 141 people. The technique of determining samples using the stratified random sampling method. Data analysis using PLS-based SEM techniques. The results showed that all hypothesis were supported, except hypothesis 6 was not supported, the benefits of online community participation were positive and significant for online community participation, online community participation was positive and significant towards service quality, service quality had positive and significant to the quality of the relationship, the participation of the online community is positive and significant to the brand personality, the brand personality is positive and significant to the quality of the relationship, the participation of the online community does not have a positive and significant effect on the quality of the relationship, quality of service together mediate significantly the influence of online community participation on the quality of relationships, the brand personality mutually mediates significantly the participation of online communities in the quality of relationships. The theoretical implication of this research is to produce a brand quality and personality strategy as a determinant in order to improve the quality of relationships. The practical implication of this research is to provide various managerial management for Toyota in Bali in building quality relationships through the concept of online community participation with improved service quality and brand personality.