PENGARUH BRAND IMAGE DAN BRAND LOVE TERHADAP BRAND COMMITMENT DAN POSITIVE WORD-OF-MOUTH PADA KONSUMEN SOMETHINC
DOI:
https://doi.org/10.35794/jmbi.v10i3.52350Abstract
Oral communication, known as "word of mouth", It’s considered the largest and foremost customer communication tool. It can influence the choice of where to buy, the products purchased, and the customer's opinion of certain goods and services. As a form of mass communication, positive word of mouth can arise when customers already have brand commitment as represented by their brand image and brand love. This research is to analyze the impact of brand love and brand image for brand commitment empirically on word of mouth. Our research was conducted using Somethinc objects with a sample of Somethinc product consumers. This descriptive and quantitative method was used in this study using the Partial Least Squares method. Collected data is done by using a questionnaire with an ordinal scale. The respondents' characteristics showed that the majority were somethinc product users with a percentage of female gender as much as 95.2%, age 21-24 years 57.4%, and have jobs as students as much as 67%. The analytical results show a positive relationship between brand love to brand image, brand commitment, and positive WOM, a positive relationship between brand love to brand commitment and positive WOM, to brand commitment to positive WOM, and a positive relationship between brand commitment to positive WOM.
References
Aggarwal, C.C. (2011). Social Network Data Analytics. Springer Science + Business Media
Alamsyah, A., Sofyan, E., Aprilliyanti, B.E., Aini, V.N. (2017). Top Brand Alternative Measurement Based on Consumer Network Activity. Journal of Computational and Theoretical Nanoscience 23(4):3813–3816 DOI:10.1166/asl.2017.9281
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30, 258–266.
Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904–909.
Ayuningsih, Fitria & Ida Maftukhah. (2020). The Influence of Product Knowledge, Brand Image, and Brand Love on Purchase Decission through Word of Mouth. Management Analysis Journal 9 (4)
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30–47.
Dam, T.C. (2020). The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth. The Journal of Asian Finance, Economics and Business, 7(11), pp. 449-457. Doi: 10.13106/JAFEB.2020.VOL7.NO11.449s
Firmansyah, Muhammad Anang. (2019) Buku Pemasaran Produk dan Merek (Planning & Strategy). Surabaya: CV. Penerbit Qiara Media . ISBN : 978- 623-7365-09-09
Hannaresa, C. A., & Hasanah, Y. N. (2023). Pengaruh Customer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Di Shopee. Economics and Digital Business Review, 4(1), 720-726.
Hair, J. F. et. al. 2019. Partial Least Squares Structural Equation ModelingBased Discrete Choice Modeling: An Illustration In Modeling Retailer Choice. Business Research. 12(1) : 115-142
Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88(March), 121–133.
Indrawati, Yones, Prily Calista P, & Saravanan, Muthaiyah. 2023. eWOM via TikTok application and its influence on the purchase intention of Somethinc products. Asia Pacific Management Review 28, 174-184
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal ofGlobal Fashion Marketing, 7(1), 45–59
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price. Journal of Product and Brand Management, 25(6), 527–537
Laelian, D. S., & Widodo, T. (2021). Pengaruh Aktivitas Pemasaran Melalui Media Sosial Instagram Terhadap Brand Awareness, Brand Image, dan Respon Konsumen. E-Proceeding of Management, 8(2), 865
Maisam, S., & Mahsa, R. D. (2016). Positive Word of Mouth Marketing: Explaining the Rolesof Value Congruity and Brand Love. Journal of Competitiveness, 8(1), 19–37
Nabilaturahmah, Ananda & Salim Siregar. (2022). Pengaruh Viral Marketing, Brand Image, dan e-WOM terhadap Minat Beli Produk Somethinc pada Followers Instagram @somethincofficial. Jurnal Ilmiah Wahana Pendidikan Vol.8 No.7
Permana, R., & Ilham, F. (2018). Antecedents and Consequences of Brand Image: A Case ofa Packaged Drinking Water Product. KnE Social Sciences, 3(10), 209–219
Prasetio, A., Rahman, D., Sary, F., Pasaribu, R & Sutjipto, M. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response. International Journal of Data and Network Science, 6(4), 1195-1200.
Sari, Suci Laria. (2018). Hubungan antara Kontrol Diri dengan Intensi Cyberloafing pada Pegawai Dinas X Provinsi Jawa Tengah. Jurnal Empati Vol. 7 No.4
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(August 2017), 36–41.
Srivastava, D., & Sharma, R.W. (2017). Developing Model for Studying the Antecedents anf Effect of Word of Mouth (WoM) and e-WoM Marketing Based on Literature Review. Jindal Journal of Business Research, 6(1), 25-43. https://doi.org/10.1177/2278682117700307
Sumarlijati, T., Suprihanta, C. P., & Setiawan, I. T. (2021). Factors In Purchase Intention Of Foreign Soccer Club Jersey. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(3). https://doi.org/10.35794/jmbi.v8i3.35661
Tu, Y. T., Lin, S. Y., & Hsu, T. K. (2013). The Impact of Brand Image and Customer Commitment on Loyalty: An Empirical Study of Automobile Sector. Information Management and Business Review, 5(4), 181–193.
Tulung, J.E.(2017). Resource Availability and Firm’s International Strategy as Key Determinants of Entry Mode Choice. Jurnal Aplikasi Manajemen-Journal of Applied Management 15.1.
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumerbrand identification in building brand relationships. Journal of Business Research, 66(1), 53–59
Wirawan, I Dewa Gede & Putu Gede Sukaatmadja. (2018). Peran Kecintaan Merek Dalam Membangun Hubungan Dengan Pelanggan. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, (7.6), 1723-1748)
