ANTESEDEN BRAND LOVE DAN IMPLIKASINYA PADA POSITIVE EWOM, BRAND LOYALTY SEBAGAI VARIABEL MEDIASI: STUDI PADA PRODUK KECANTIKAN MS GLOW
Abstract
Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi brand love terhadap positive EWOM serta brand loyalty sebagai variabel mediasi pada pengguna skincare MS Glow di Provinsi DKI Jakarta. Data penelitian diperoleh dari 370 responden melalui teknik pengambilan sampel non-probability purposive sampling dengan skala likert 1-5 yang akan dianalisa dengan metode PLS-SEM software SmartPLS 4. Hasil penelitian ini menyatakan bahwa, brand experince berpengaruh positif terhadap brand love; self-congruity berpengaruh positif terhadap brand love; brand love berpengaruh positif terhadap brand loyalty; brand love berpengaruh positif terhadap positive EWOM; brand loyalty berpengaruh positif terhadap positive EWOM, dan brand loyalty secara positif dapat memediasi hubungan antara brand love dan positive EWOM. Penelitian ini memberi pemahaman penting tentang faktor-faktor yang memengaruhi hubungan konsumen dengan merek, serta untuk menyempurnakan strategi pemasaran. yang pada akhirnya mengarah pada peningkatan penjualan melalui kesediaan konsumen untuk melakukan positive EWOM. Penelitian ini juga memberi wawasan baru bagi perusahaan di industri kecantikan.
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