Brand Image Dan Self-Expressive Untuk Memprediksi Word Of Mouth: Brand Love Sebagai Mediasi
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Abstract
The purpose of this research is to examine whether 1) brand image can predict brand love 2) self-expressive can predict brand love 3) brand love can predict word of mouth 4) brand love mediates the effect on brand image on word of mouth 5) brand love mediates the effect on self-expressive on word of mouth. Sample was selected using convenience sampling method amounted to 159 respondents at Jakarta dan Tangerang. Data processing techniques using structural equation modeling what using by SmartPLS.3.2.7 program. The result of this study shows that brand image and self-expressive have significant effect to predict brand love, brand love mediates the effect on brand image and self-expressive on word of mouth.
Tujuan dari penelitian ini adalah untuk menguji apakah 1) citra merek dapat memprediksi word of mouth 2) ekspresi diri dapat memprediksi word of mouth 3) kecintaan merek dapat memprediksi word of mouth 4) kecintaan merek dapat memediasi prediksi citra merek terhadap word of mouth 5) kecintaan merek dapat memediasi prediksi ekspresi diri terhadap word of mouth. Sampel dipilih dengan metode convenience sampling sebesar 159 responden di Jakarta dan Tangerang. Teknik pengolahan data menggunakan structural equation modeling yang dibantu oleh program SmartPLS.3.2.7. Hasil penelitian ini menunjukkan bahwa citra merek dan ekspresi diri berpengaruh signifikan terhadap kecintaan merek, kecintaan merek dapat memediasi pengaruh citra merek dan ekspresi diri terhadap word of mouth.
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