PENGARUH SELF-EXPRESSION DAN BRAND TRUST TERHADAP ELECTRONIC-WORD OF MOUTH DENGAN BRAND LOVE SEBAGAI MEDIASI PADA KONSUMEN VANS DI JAKARTA

Emilia Machado Machado, Rodhiah Rodhiah
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Abstract

Tujuan dari penelitian ini adalah untuk menguji dan menentukan pengaruh ekspresi diri, kepercayaan merek terhadap elektonik pemasaran merek dari mulut ke mulut dengan kecintaan pada merek sebagai mediasi. Desain penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif. Pengambilan sampel dilakukan menggunakan metode non-probability sampling dengan Teknik pendekatan convenience sampling. Diteliti sebanyak 100 responden yang merupakan konsumen Vans di Jakarta. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online (Google Form). Analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan SmartPLS 3 sebagai alat untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa pengekspresian diri pada merek dan kepercayaan pada merek dengan kecintaan pada merek sebagai variabel mediasi secara signifikan mempengaruhi pemasaran merek dari Mulut ke Mulut. Penelitian ini dapat digunakan sebagai masukan bagi Vans dalam meningkatkan E-WOM dari merek produk yang dijual.


The purpose of this study is to examine and determine the influence of Self -Expression and Brand Trust on Electronic Word of Mouth with Brand Love as a Mediation. The research design used in this study is a quantitative method with a descriptive approach. Sampling was carried out using a non-probability sampling method with a convenience sampling approach. Study as many as 100 respondents who are Vans consumers in Jakarta. Data collection is done by distributing questionnaires online (Google Form). The analysis used is Structural Equation Modeling (SEM) using SmartPLS 3 as a tool for analyzing data. Findings in this research showed that Self-Expression and Brand Trust with Brand Love as a mediation significantly affect Electronic Word of Mouth. This research can be used as input for Vans in increasing the E-WOM of the product brand being sold.

Keywords

ekspresi diri; kepercayaan merek; kecintaan merek; E-WOM; Self-Expression; Brand Trust; Brand Love; Electronic Word of Mouth

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