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ANTESEDEN DARI WORD OF MOUTH
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.
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Kata kunci : Self Expressive Brand, Brand Love, Brand Commitmen, Word of MouthFull Text:
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DOI: https://doi.org/10.47007/jeko.v7i01.1515
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