PENGARUH BRAND IMAGE DAN BRAND LOVE TERHADAP BRAND COMMITMENT DAN POSITIVE WORD-OF-MOUTH PADA KONSUMEN SOMETHINC
DOI:
https://doi.org/10.35794/jmbi.v10i3.52350Abstrak
Komunikasi lisan, yang dikenal sebagai "word of mouth", dianggap sebagai alat komunikasi pelanggan terbesar dan terpenting. Hal ini dapat mempengaruhi pilihan tempat membeli, produk yang dibeli, serta pendapat pelanggan terhadap barang dan jasa tertentu. Sebagai bentuk komunikasi massa, word of mouth positif dapat muncul ketika pelanggan telah memiliki brand commitment yang disampaikan melalui brand image dan brand love. Penelitian ini bertujuan untuk menganalisis pengaruh dari brand image dan brand love terhadap brand commitment dan secara empiris terhadap word of mouth. Penelitian ini dilakukan dengan menggunakan objek Somethinc dengan sampel berupa konsumen produk Somethinc. Metode yang digunakan dalam penelitian ini adalah metode deskriptif dan kuantitatif menggunakan metode Partial Least Squares. Pengumpulan data dilakukan dengan menggunakan kuesioner dengan sekala ordinal. Karakteristik responden pada penelitian ini mayoritas pengguna produk somethinc dengan persentase jenis kelamin perempuan sebanyak 95,2%, usia 21-24 tahun 57,4%, dan memiliki pekerjaan sebagai mahasiswa sebanyak 67%. Hasil analisis menunjukkan adanya hubungan signifikan antara brand image terhadap brand love, brand commitment, dan positive WOM, hubungan positif antara brand love terhadap brand commitment dan positive WOM, serta hubungan positif brand commitment terhadap positive WOM.
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