Keterkaitan Brand Love terhadap Produk Erigo

Authors

  • Nicolas Jason Cahyadi Universitas Trisakti Jakarta , Indonesia
  • Justin Matthew Universitas Trisakti Jakarta , Indonesia
  • Wendra Lim Universitas Trisakti Jakarta , Indonesia
  • Fatik Rahayu Universitas Trisakti Jakarta , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.14114

Keywords:

Brand Love, Negative Wom, Positif Wom, Self-Brand Connection

Abstract

Tujuan penelitian ini adalah menganalisa pengaruh dari Self Brand Connection berpengaruh positif terhadap Brand Love, Self Brand Connection berpengaruh positif terhadap Positive Word Of Mouth dan Negative Word Of Mouth, dan Brand Love berpengaruh positif terhadap Positive Word Of Mouth dan Negative Word Of Mouth. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang menggunakan produk brand lokal seperti Erigo Penelitian ini menggunakan data primer yang diperoleh melalui penyebaran kuesioner yang didistribusikan kepada 200 responden. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif Self Brand Connection terhadap Brand Love dan Brand Love berpengaruh positif terhadap Positive Word Of Mouth

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Published

12-03-2024

How to Cite

Cahyadi, N. J., Matthew, J., Lim, W., & Rahayu, F. (2024). Keterkaitan Brand Love terhadap Produk Erigo. Jurnal Pendidikan Tambusai, 8(1), 11542–11555. https://doi.org/10.31004/jptam.v8i1.14114

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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