ANTESEDEN DARI WORD OF MOUTH

Dilla Septeba Soliana, Luki Adiati Pratomo

Abstract


Penelitian ini bertujuan untuk menguji pengaruh dari Self Expressive Brand, Brand Love, Brand Commitmen terhadap Word of mouth pada media sosial. Metode penelitian yang digunakan adalah Testing hypothesis research. Sampel yang digunakan sebanyak 155 responden yang merupakan pengguna media sosial dan membeli merek Nike, New Look, Adidas, Breshka, Chanel dan Top Shop dalam 1 tahun terakhir. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Hasil penelitian menunjukan bahwa terdapat pengaruh positif Self Expressive Brand, Brand Love, Brand Commitmen terhadap Word of mouth. Penelitian ini menurut penulis mempunyai implikasi penting bagi perusahaan pemilik merek Nike, New Look, Adidas, Breshka, Chanel dan Top Shop untuk mengetahui bahwa Self Expressive Brand, Brand Love, Brand Commitmen agar dapat menghasilkan Word of mouth positif, yang pada akhirnya dapat meningkatkan loyalitas konsumen.

 

Kata kunci : Self Expressive Brand, Brand Love, Brand Commitmen, Word of Mouth

Full Text:

PDF

References


A. Chernev, R. Hamilton, D. Gal , (2011),”Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding”, Journal of Marketing, 75 (3) (2011), pp. 66–82

Aaker, D.A. (1999), Building Strong Brands, The Free Press, New York, NY

Aaron C. Ahuvia (2006). “Some antecedents and outcomes of brand love”. University of Georgia, Athens.

Ahuvia, A.C. (2005), “Beyond the extended self: Loved Objects and Consumers identity narratives” journal of consumer Research, Vol.32 No. 1, pp. 171-184

Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing,30(3), 258-266.

Allsop Dee T., BryceR. Bassett, and James A. Hoskins (2007), "Word-of-Mouth Research: Principles and Applications”, Journal of Advertising Research,47(4),398-411

Arjun Chaudhuri and Morris B Holbrook. (2001) “The chain of effects from brand trust and brand affect to brand performance: The Role of Brand Loyalty”, Journal of Marketing, 65, 2; ABI/INFORM Global

Bansal, H. S., & Voyer, P. A. (2000). “Word-of-mouth processes within a services purchase decision context”. Journal of service research, 3 (2). 166-177

Bodo Lang, (2011) “Word of Mouth: What We Know and What we Have Yet to Learn”, journal of consumer satisfaction, dissatisfaction, & complaining behavior, volume 26, pp.-18

Buttle, F. A. (1998). “Word of mouth: understanding and managing referral marketing”. Journal of strategic marketing, 6, 241-254

Cater, B., and V. Zabkar. 2008. “Antecedents and consequences of commitment in marketing research services: the client’s perspective”. Industrial Marketing Management. 26 (3). 245-54.

Chauhan, K . and Pillai, A (2013), “role of content strategy in social media brand communities: a acase oh higher education institutes in india”, Journal of Product and Brand Management, Vol.22 No 1, pp. 40-51

D. Hunt, Morgan, RM., and S. (1994). “The commitment-trust theory of relationshipmarketing”. Journal of Marketing. 58 (3). 20-3

Elaine Wallace , Isabel Buil , Leslie de Chernatony , (2014) “Consumer engagement with self-expressive brands: brand love and WOM outcomes”, Journal of Product & Brand Management, Vol. 23 Iss: 1, pp.33 – 42

Escalas and bettman, (2003) “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents” Journal of Service Research August 2003 4: 60-75,

Fournier, Susan. 1998. “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”. Journal of Consumer Research, 24 (4), 343-373.

Fullerton, G. 2003. “When does commitment lead to loyalty?”. Journal of Service Research. 5 (May). 333-44.

Fullerton, Gordon (2005). “The Impact of Brand Commitment on Loyalty to retail Service Brand”. Canadian journal of Administrative Sciences Revue Canadienne des sciencesde Iadministration, Vol. 22 No.2, pp.97-110

Georgescu B., Nistoreanu P., Anghel L.D., Negoi R., Moise D. (2011) “Identifying the optimum price strategy of airlines companies for customer attraction and loyalty, Management of Technological Changes”, pp.141-144.

George Silverman. (2001). The Secret of Word of outh Marketing. How TriggerExponential Sales Through Runaway Word of Mouth USA: American Library Association Second Edition

Hair Jr. JF, Black WC, Babin BJ, Anderson RE. (2006). Multivariate Data Analysis (4th ed.), Upper Saddle River, NJ : Prentice Hall.

Harrison-Walker, L.J. (2001). “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents”. Journal of Service Research, 4, 60–75.

Hermawan, Asep (2006). Metodologi Penelitian Bisnis, Jakarta: Lembaga Penerbit Fakultas Ekonomi Trisakti

Hermawan, Asep dan Kristaung, Robert (2014). Metodologi Penelitian Bisnis, Jakarta: Lembaga Penerbit Fakultas Ekonomi Trisakti

Jill Sweeney , Geoff Soutar , Tim Mazzarol , (2014) “Factors enhancing word-of-mouth influence: positive and negative service-related messages”, European Journal of Marketing, Vol. 48 Iss: 1/2, pp.336 – 359

Kandampylly, J. and Suhartanto, D. (2000), “Customer loyalty in the hotel industry: the role of customer satisfaction and image”, International Journal of Contemporary Hospitality Management, Vol.12No.6,pp. 346-5 pg. 81

Laurence Dessart , Cleopatra Veloutsou , Anna Morgan-Thomas , (2015) “Consumer engagement in online brand communities: a social media perspective”, Journal of Product & Brand Management, Vol. 24 Iss: 1, pp.28 – 42

Martin Wetzels, Ko de Ruyter, (2000) “Customer equity considerations in service recovery: a cross‐industry perspective”, International Journal of Service Industry Management, Vol. 11 Iss: 1, pp.91 – 108

Matthew Thomson and Whan Park (2005), “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands”, JOURNAL OF CONSUMER PSYCHOLOGY, 15 (1), 77–91.

Noel Albert and Dwight Merunka 2013. “The role of Brand Love in consumer- brand relationships”. Journal of Consumer marketing 30/3; 258-266

P. Vyncke,2002 “Life-style segmentation: from attitudes interests and opinions to aesthetics style, life vision and media preferences”, European Journal of Communication, 17 (4) (2002), pp. 445–463

Rubin, Z., 1970. “Measurement of Romantic Love”. Journal of Personality & Social Psychology 16 (2), 265-273.

Schau, H.J. and Gilly M.C. (2008), “We are what we post? Self-Persentation in personal web space” journal of consumer Research, Vol. 30 no. 3, pp.385-404

Sekaran, Uma. (2000). Research Methods for Business (3rd Edition). John Willey and Sons, Inc. United States of America, New York

Sternberg, R. J., 1986. Liking versus Loving: A Comparative Evaluation of Theories. Psychological Bulletin 102 (3), 331-345.

Thomson, M., Maclnnis, D.J., & Park, C.W. (2005). “The ties that bind: measuring the Strength of Consumers Emotional Attachment to Brands”. Journal of Consumer Psychology, 15, 77–91


Refbacks

  • There are currently no refbacks.


   

 

Lembaga Penerbitan Universitas Esa Unggul

Jalan Arjuna Utara No 9 Kebon Jeruk Jakarta 11510

Telp : 021 5674223 ext 266

email : publikasi@esaunggul.ac.id