PENGARUH SELF EXPRESSIVE BRAND YANG DI “LiIKE” DI FACEBOOK TERHADAP BRAND LOVE, BRAND ACCEPTANCE, DAN WORD OF MOUTH DI SURABAYA

  • Cristian Pratama Tanaya Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: brand love, self-expressive brand, brand acceptance, word of mouth, Facebook

Abstract

Tujuan penelitian ini untuk mengetahui perilaku konsumen yang terikat dengan merek yang self-expressive melalui Facebook dan akibatnya terhadap brand love, brand acceptance, dan word of mouth di Surabaya. Penelitian ini dianalisa menggunakan Structural Equation Model (SEM) dengan program Statistical Package for Social Sciences (SPSS) versi 18 dan Amos 18. 170 responden diambil dari pengguna aktif Facebook yang melakukan like pada merek di Facebook dalam 3 bulan terakhir. Hasil penelitian ini menemukan self expressive brand memiliki akibat positif dan signifikan  terhadap brand love, brand acceptance, dan word of mouth. Konsumen yang like merek di Facebook untuk motif sosial cenderung memberikan word of mouth positif. Sebaliknya, konsumen yang like merek di Facebook untuk motif inner self tidak memberikan word of mouth.Implikasi penelitian ini akan membantu perusahaan yang menggunakan Facebook sebagai alat pemasaran untuk memaksimalkan post Facebook untuk meningkatkan aspek sosial merek sehingga mendapatkan lebih banyak brand love, brand acceptance, dan word of mouth

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Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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