The Impact of Organization Communication Strategies and Organization Commitment on Extra-Campus Member Loyalty

Nur Ramdani; Ishanan Ishanan; fathurrijjal fathurrijjal

doi:10.33822/jep.v8i2.10638

Authors

Nur Ramdani Universitas Muhammdiyah Mataram
Ishanan Ishanan Universitas Mataram Mataram
fathurrijjal fathurrijjal Universitas Mataram Mataram

DOI:

https://doi.org/10.33822/jep.v8i2.10638

Keywords:

loyalty, organization commitment, strategic communication

Abstract

This study examines the impact of organizational communication strategies and organizational commitment on extra-campus member loyalty. The method used is a quantitative approach with multiple linear regression analysis involving 100 members from three organizations in Mataram. The analysis showed a significant relationship between communication strategy and member loyalty (y), with an R Square value of 56.3%. In addition, organizational commitment positively affected member loyalty, with an R Square value of 55.4%. Further analysis showed that the combination of communication strategies and organizational commitment contributed significantly to member loyalty, with an R Square value of 63.7%. These findings emphasize the importance of effective communication and commitment in increasing the loyalty of extra-campus organization members. This research is expected to provide practical recommendations for developing better communication strategies in extra-campus organizations and encourage increased member engagement and satisfaction.

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