Pengaruh Brand Love, Brand Personality, dan Brand Image terhadap Word of Mouth
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Abstract
Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh brand love, brand personality, dan brand image terhadap word of mouth pada produk fashion Uniqlo di Jabodetabek. Teknik yang digunakan dalam penelitian ini yaitu non-probability sampling dengan pendekatan purposive sampling. Responden yang menjadi sampel dalam penelitian ini yaitu 100 konsumen yang pernah berbelanja produk fashion Uniqlo di Jabodetabek. Metode analisis data dalam penelitian ini menggunakan SmartPLS versi 4.0.9.6. Hasil penelitian menunjukkan bahwa brand love dan brand image memiliki pengaruh positif dan signifikan terhadap word of mouth, sedangkan brand personality tidak memiliki pengaruh signifikan terhadap word of mouth pada produk fashion Uniqlo di Jabodetabek.
The purpose of this study is to determine the influence of brand love, brand personality, and brand image on word of mouth regarding Uniqlo fashion products in the Jabodetabek area. The technique used in this research is non-probability sampling with a purposive sampling approach. The respondents sampled in this study are 100 consumers who have shopped for Uniqlo fashion products in the Jabodetabek area. The data analysis method in this study uses SmartPLS version 4.0.9.6. The results of the study show that brand love and brand image have a positive and significant influence on word of mouth, while brand personality does not have a significant influence on word of mouth regarding Uniqlo fashion products in the Jabodetabek area.
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