Brand community (kesadaran bersama, ritual tradisi dan tanggung jawab moral) motor sport kawasaki ninja NIC’S (Ninja Club Sport) malang: Studi kasus pada komunitas motor sport kawasaki ninja NIC’S (Ninja Club Sport) Malang

INDONESIA:

Memiliki motor sport mendatangkan prestise tersendiri bagi para pria di kota besar. Tidak hanya ketangguhan mesin dan desain inovatif saja yang menjadi faktor penting dalam memilih motor sport idaman. Banyak munculnya motor sport membuat pecinta motor sport di haruskan untuk memilih sesuai selera konsumen, kawasaki ninja yang terkenal sebagai produk andalan kawasaki selalu mendapatkan sambutan premium dari pecinta motor gede dan motor sport.

Penelitian ini bertujuan untuk mengetahui bentuk-bentuk brand community (kesadaran bersama, ritual tradisi dan tanggung jawab moral) motor sport kawasaki ninja NIC’S (ninja club sport) Malang. Penelitian ini memakai metode kualitatif dengan pendekatan studi kasus. Subjek yang diteliti adalah pengurus dan anggota komunitas motor sport kawasaki ninja NIC’S (ninja club sport) Malang. Teknik pengumpulan data dengan teknik (Snowball Technique). Sedangkan cara memperoleh data (1) observasi (2) wawancara (3) dokumentasi. Dilakukan upaya pengecekan keabsahan data seperti triangulasi data, member check, ketekunan pengamatan, dan audit trail. Teknis analisis data dalam penelitian ini menggunakan model interaktif.

Berdasarkan hasil penelitian dan analisa, diperoleh empat kesimpulan dalam penelitian ini yaitu bentuk-bentuk brand community yang dilakukan komunitas motor sport kawasaki ninja (1) kesadaran bersama meliputi: Saling menolong antar anggota komunitas dan komunitas lain, berbagi link politik dan bisnis, siap menyikapi dan menerima macam-macam sifat dan tingkah laku anggota, tidak membuat forum dalam forum, menyelesaikan permasalahan bersama, solid, mempertahankan tradisi, menghidupkan komunitas, menjaga nama baik komunitas dan membuatnya berprestasi, adanya regenerasi anggota, loyalitas pada AD ART komunitas, tertib lalu lintas, kontribusi pada alam, kesadaran pada masyarakat umum dan anggota komunitas, silaturrahmi. (2) Ritual tradisi meliputi: bakti sosial, patner kepolisian sebagai safety rading, kopi daratan, rolling, touring wisata, touring kegiatan, merayakan hari berdiri komunitas. (3) Tanggung jawab moral meliputi: regenerasi anggota, mengkondisikan, mensuport, reoni keluarga besar, memberikan tanggung jawab kepengurusan, memecahkan masalah, mensolidkan anggota, mengadakan program-program serta di butuhkan kesadaran untuk membawa komunitas dan mengerti apa maunya anggota. Membantu dalam penggunaan merek yaitu dengan cara membuka group untuk masyarakat umum untuk berkonsultasi tentang motornya, cara word of mouth, memanfaat kan komunitas sebagai iklan berjalan. (4) Kesederhanaan meliputi: a) tidak harus ekslusif pada suatu barang, b) budaya kesederhanna dalam komunitas.

ENGLISH:

Having a sport motobyke brings its own prestige for men in big cities. Not only the toughness of the engine and innovative designs that become the important factors in choosing a dream sport motor cycle. Many advent of sport motors make sport motor lovers are required to choose in accordance with consumers’ tastes, Kawasaki Ninja known as Kawasaki's flagship products always get a premium welcome of the big motor and sport motor lovers.

This study aims to know the forms of brand community (collective consciousness/awareness of being together, ritual traditions and moral responsibility) Kawasaki Ninja sport bike, NIC'S (ninja club sport), Malang. This study used a qualitative method with case study approach. The subjects are administrators and members of Kawasaki Ninja bike, NIC'S (ninja club sport) sport community, Malang. Data collection techniqueswas ‘Snowball Technique). While ways of obtaining the data were from (1) observation (2) interviews (3) documentations. Efforts of checking the validity of data such as data triangulation, member checking, persistence observation, and audit trail. Technical analysis of the data in this study was using an
interactive model.

Based on the results of research and analysis, four conclusions could be obtained, those are the forms of brand community done by the sport bike Kawasaki Ninja community (1) mutual awareness included: helping each other among members of the community and other communities, sharing the link of politics and businesses, ready to respond and accept all kinds of properties, characters, and the behaviors of members, not creating forums in a forum, solving problems together, solid, maintaining the tradition, turning on the community, keeping the good name of the community and making it better than other communities, the existance of members’ regeneration, loyalty to the AD ART community, orderly traffic, contribute to nature, awareness towards surrounding or citizens and members of the community, silaturrahmi. (2) Ritual traditions included: social work, policing partners as safety riding, coffee mainland, rolling, travel touring, touring activities, celebrating the community stands. (3) moral responsibility included: members’ regeneration, conditioning, supporting, reonion of large families, provide stewardship responsibilities, solve problems, unite the members, conduct programs and awareness needed to bring the community and understand what the members wanted to. Assist in the use of the brand, that is the way to open the community for public in order to consult about their bike, way of word of mouth, harnessing the community as a walking advertisement. (4) Simplicity include: a) it does not have to be an exclusive on an item, b) simplicity culture in the community.