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
Abstract Views: 567 times
PDF - FULL TEXT Downloads: 900 times
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.

Downloads

Download data is not yet available.

References

Aaker, J.L, 1997, Dimensions of Brand Personality, Journal of Marketing Research, Vol. 34, No. 3, pp. 347-356.

Aaker, J.L., Fournier, S., dan Brasel, S. A., 2004, When Good Brands Do Bad, Journal of Consumer Research, Vol. 31.

Aaker, J. L., dan Martinez, V. B., 2001, Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs, Journal of Personality and Social Psychology, Vol.81, No. 3, pp. 492-508.

Ahuvia, A. C., 2005, Beyond the Extended Self: Love Objects and Consumer’s Identity Narratives, Journal of Consumer Research, Vol. 32, No. 1, pp. 171-84.

Albert, N. Merunka D., dan Pierre, Valette-Florence, 2008, When Consumers Love Their Brands: Exploring the Concept and its Dimensions, Journal of Business Research, pp. 1062-1075.

Arslan, F. M., dan Altuna, O. K., 2010, The Effect of Brand Extensions on Product Brand Image, Journal of Product and Brand Management, Vol. 19, Iss 3, pp. 170-180.

Batra, R., Ahuvia, A., dan Bagozzi, R. P., 2012, Brand Love, Journal of Marketing, Vol. 76, No. 2, pp. 1-16.

Carroll, B.A., dan Ahuvia, A., 2006, Some Antecedents and Outcomes of Brand Love, Marketing Letters, Vol. 17, No. 2 pp. 79-89.

Dobni, Dawn dan George, M. Zinkhan, 1990, In Search of Brand Image: A Foundation Analysis, Advances in Consumer Research, Vol. 17, pp. 110-119.

Eunjoo, Cho dan Ann, Marie Fiore, 2015, Conceptualization of a Holistic Brand Image Measure for Fashion-Related Brands, Journal of Consumer Marketing, Vol. 32, Iss 4, pp. 255-265.

Fetscherin, M., 2014, What Type of Relationship Do We Have with Loved Brands, Journal of Consumer Marketing, Vol. 31, No. 6/7, pp. 430-440.

Fournier, S., 1998, Consumer and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Vol. 24, No. 4, pp. 343-73.

Fornell. Claes dan Larcker, David F., 1981, Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, Vol. 18, pp. 39-50.

Hair, J. F., Black, W. C., Babin, B. J., dan Anderson, R. E., 2010, Multivariate Data Analysis: A Global Perspective, 7th edition, New Jersey: Pearson Prentice Hall.

Harrison-Walker, L. J., 2001, E-Complaining: A Content Analysis of an Internet Complaint Forums, Journal of Service Marketing, Vol. 15, No. 5, pp. 397-412.

Ismail, A.R., dan Spinelli, G., 2012, Effects of Brand Love, Personality, and Image on Word of Mouth: The Case of Fashion Brands among Young Consumers, Journal of Fashion Marketing and Management: An International Journal, Vol. 16, Iss 4, pp. 386-398.

Ismail, A. R., 2015, Leveraging the Potential of Word of Mouth: The Role of Love, Excitement, and Image of Fashion Brands, Journal of Global Fashion Marketing: Bridging Fashion and Marketing, Vol. 6, No. 2, pp. 87-102.
Published
2018-03-01