Chandra, Rio (2018) Pengaruh Brand Love Terhadap Word Of Mouth Melalui Brand Loyalty (Studi Pada Pelanggan Po Pandawa 87 Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand love terhadap word of mouth melalui brand loyalty pada pelanggan PO Pandawa 87 di Kota Malang baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabelvariabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 105 responden yang diambil dari populasi konsumen PO Pandawa 87. Pengambilan sampel menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, berdomisili di Kota Malang, dan minimal pernah menggunakan jasa PO Pandawa 87 sebanyak minimal dua kali. Alat uji yang digunakan untuk menguji instrumen penelitian ini beupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t. Teknik analisis data menggunakan analisis jalur (path analysis) dan uji hipotesis dilakukan menggunakan uji t dengan menggunakan program SPSS 25. Dari hasil penelitian dapat disimpulkan bahwa variabel brand love mempunyai pengaruh langsung secara signifikan terhadap word of mouth pelanggan PO Pandawa 87. Brand love juga mempunyai pengaruh langsung secara signifikan terhadap brand loyalty pelanggan PO Pandawa 87. Brand loyalty mempunyai pengaruh langsung secara signifikan terhadap word of mouth pelanggan PO Pandawa 87. Secara tidak langsung, brand love mempunyai pengaruh signifikan dapat memediasi pengaruh brand love terhadap word of mouth pelanggan PO Pandawa 87 di Kota Malang.
English Abstract
The study aims at identifying the direct and indirect effect of Brand Love on Word of Mouth customers of PO Pandawa 87 through Brand Loyalty This explanatory research attempt to elucidate the causal relations among variables through hypothesis testing. This study uses 105 respondents of PO Pandawa 87 consumers. The samples are selected using purposive sampling technique. The sample should be at least under the requirement of their minimum age of 17, living in Malang City, and having at least used twice of PO Pandawa 87 service. The research instrument is tested in terms of its validity, reliability, and classical assumption. The hypothesis is evaluated by t-test using SPSS 25, and the data are carefully examined by path analysis. The result of the study shows that brand love gives significant direct effect on both the brand loyalty and word of mouth of PO Pandawa 87 consumers. The brand loyalty itself also significantly and directly influence the word of mouth of PO Pandawa 87 consumers. This trend can lead the brand loyalty to give significant yet indirect effect in mediating the influence of brand love on word of mouth of PO Pandawa 87 consumers in Malang City.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/141/051804531 |
| Uncontrolled Keywords: | Brand Love, Brand Loyalty, Word of Mouth, brand love, brand loyalty, word of mouth |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 16 Sep 2019 02:28 |
| Last Modified: | 20 Oct 2021 02:56 |
| URI: | http://repository.ub.ac.id/id/eprint/166330 |
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