PENGARUH BRAND LOVE PADA POSITIVE WORD OF MOUTH DENGAN VARIABEL BRAND COMMITMENT SEBAGAI MEDIASI : STUDI PADA PRODUK BARENBLISS TERHADAP KEPERCAYAAN DIRI KONSUMEN

  • Fairuz Rofifah Universitas Muhammadiyah Surakarta
  • Anton Agus Setyawan Universitas Muhammadiyah Surakarta

Abstract

The aim of this research is to analyze the influence of brand love and positive word of mouth and the mediating role of brand commitment on consumer self-confidence of Barenbliss products. To conduct this research, the researcher took a sample of 100 respondents who were suitable for processing according to the criteria determined by the researcher. Research data will be processed using the Structural Equation Model (SEM) Partial Least Square (PLS) data analysis technique with the SmartPLS 3.2 program. The results of the research show that brand love and positive word of mouth have a significant effect on brand commitment and self-confidence of consumers of Barenbliss products and at the same time prove that brand commitment can mediate the influence of brand love and positive word of mouth on the self-confidence of consumers of Barenbliss products

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Published
2024-04-23
How to Cite
ROFIFAH, Fairuz; SETYAWAN, Anton Agus. PENGARUH BRAND LOVE PADA POSITIVE WORD OF MOUTH DENGAN VARIABEL BRAND COMMITMENT SEBAGAI MEDIASI : STUDI PADA PRODUK BARENBLISS TERHADAP KEPERCAYAAN DIRI KONSUMEN. Jurnal Manajemen, [S.l.], v. 14, n. 1, p. 261 - 272, apr. 2024. ISSN 2541-4348. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/manajemen/article/view/4187>. Date accessed: 24 may 2024. doi: https://doi.org/10.30738/jm.v14i1.4187.