PEMASARAN WORD OF MOUTH : PENGARUH PERAN KESESUAIAN NILAI DAN CINTA TERHADAP MEREK KASUS PADA PEMBELIAN PRODUK RAMAH LINGKUNGAN

Authors

Aprilia Dwi Ivany Universitas Muhammadiyah Surakarta
Anton Agus Setyawan Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.31539/costing.v7i6.13882

Keywords:

Vallue Congruity, Brand Image, Brand Love, Brand Commintment, Plositive Word Of Mlouth

Abstract

Penelitian ini mengkaji hubungan antar variabel seperti Value Congruity, Brand Image, Brand Love, Brand Commitment, dan Positive Word of Mouth pada konsumen Sukin. Dengan menggunakan pendekatan kuantitatif, riset ini melibatkan 150 responden yang berasal dari wilayah Surakarta. Data dikumpulkan melalui kuesioner dan dianalisis dengan Structural Equation Model (SEM) menggunakan metode Partial Least Square (PLS), yang mencakup analisis pada outer model dan inner model. Hasil penelitian menunjukkan adanya pengaruh Value Congruity terhadap Brand Image, pengaruh Bralnd Ilmage terhadap Brand Love, pengaruh Value Congruity terhadap Brand Commitment, serta pengaruh Brland Llove terhadap Brland Comlmitment. Selain itu, ditemukan pula pengaruh antara Brand Love dengan Posiltlive Word of Mouth dan pengaruh Bralnd Commitlment terhadap Polsitive Wolrd of Mlouth.

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