Proceedings of The 11th International Conference on Humanities, Psychology and Social Sciences
“Brompton Bike and Indonesian People”
Moh. Suryadi Syarif, Abd. Rahman A. Ghani, Jeanne Francoise
This academic full paper has novelty to explain about the emerging economy within a Brompton bike while in Indonesia, Brompton bike is looked as high standard of rich people. To analyze it, this paper is using the theory of McAlexander et. al (2002, p.39) said about the definition of a customer-centered brand community, the theory of Muniz&O’Guinn (2001, p.412) about the definition of a brand community is a special community, and theory of Hoff&Stiglitz about equilibrium economy.
This paper is aimed to open up about what are the challenges and problems within to make Indonesian as central market for Brompton bike distribution, as well as to give impact for people’s economy in this Covid-19 Pandemic situation.
Keywords:Brompton bike, Indonesia, brand community, equilibirium economy, Covid-19