NDLI: Pengaruh Brand Love terhadap Word of Mouth Melalui Brand Loyalty (Studi pada Pelanggan PO Pandawa 87 di Kota Malang)

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Pengaruh Brand Love terhadap Word of Mouth Melalui Brand Loyalty (Studi pada Pelanggan PO Pandawa 87 di Kota Malang)

Content Provider	Semantic Scholar
Author	Se, Rio Chandra
Copyright Year	2018
Abstract	Penelitian ini bertujuan untuk mengetahui pengaruh brand love terhadap word of mouth melalui brand loyalty pada pelanggan PO Pandawa 87 di Kota Malang baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research dengan menggunakan sampel sebanyak 105 responden yang diambil dari populasi konsumen PO Pandawa 87 . Pengambilan sampel menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, berdomisili di Kota Malang, dan minimal pernah menggunakan jasa PO Pandawa 87 sebanyak minimal dua kali . Alat uji yang digunakan untuk menguji instrumen penelitian ini beupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t. Teknik analisis data menggunakan analisis jalur (path analysis) dan uji hipotesis dilakukan menggunakan uji t dengan menggunakan program SPSS 25 . Dari hasil penelitian dapat disimpulkan bahwa variabel brand love mempunyai pengaruh langsung secara signifikan terhadap word of mouth pelanggan PO Pandawa 87. Brand love juga mempunyai pengaruh langsung secara signifikan terhadap brand loyalty pelanggan PO Pandawa 87 . Brand loyalty mempunyai pengaruh langsung secara signifikan terhadap word of mouth pelanggan PO Pandawa 87. Secara tidak langsung, brand love mempunyai pengaruh signifikan dapat memediasi pengaruh brand love terhadap word of mouth pelanggan PO Pandawa 87 di Kota Malang. Kata kunci : Brand Love , Brand Loyalty , Word of Mouth .
File Format	PDF HTM / HTML
Volume Number	6
Alternate Webpage(s)	https://jimfeb.ub.ac.id/index.php/jimfeb/article/download/4807/4214
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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