PENGARUH EXCITEMENT, BRAND IMAGE, BRAND LOVE TERHADAP WORD OF MOUTH MEREK H&M DI SURABAYA

  • Poetri Gloria Samatha Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Excitement, Brand Image, Brand Love dan Word of Mouth

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh excitement, brand image, brand love terhadap word of mouth merek H&M Jenis penelitian yang digunakan adalah penelitian kausal dengan pendekatan kuantitatif. Penelitian ini menggunakan pendekatan purposive sampling dengan penilaian dari peneliti yang dapat dijadikan responden sesuai dengan karakteristik populasi. Adapun karakteristik populasi adalah konsumen H&M yang pernah membeli dan menggunakan merek H&M dalam 3 bulan terakhir, berdomisili di Surabaya, minimal pendidikan terakhir SMA, berusia minimal 18-35 tahun, pernah merekomendasikan merek H&M kepada keluarga dan teman. Responden dalam penelitian ini berjumlah 200 orang. Analisis dalam penelitian ini menggunakan SEM (Structural Equation Modeling) melalui software SPSS 22.0 for Windows serta AMOS 21.0 for Windows untuk pengujian Model Measurement dan Structural.  Hasil penelitian ini menunjukkan bahwa excitement berpengaruh positif signifikan terhadap brand love dan brand image, tetapi tidak berpengaruh signifikan terhadap word of mouth. Brand love berpengaruh signifikan terhadap word of mouth, brand image berpengaruh positif signifikan terhadap word of mouth dan brand love.

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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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