PENGARUH BRAND LOVE TERHADAP WORD OF MOUTH SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUDA
DOI:
https://doi.org/10.33474/jimmu.v5i2.8851Abstract
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Tujuan penelitian ini adalah: untuk menguji brand love terhadap keputusan pembelian dengan word of mouth sebagai variabel mediasi. Populasi penelitian ini adalah wanita muda yang merupakan masyarakat Sumberejo Banyuputih Situbondo. Teknik sampling pada penelitian ini menggunakan random sampling, jumlah sampel yang digunakan sebanyak 86 orang. Alat analisis yang digunakan adalah Path Analysis. Hasil penelitian menunjukkan bahwa ada pengaruh antara brand love terhadap word of mouth, word of mouth terhadap keputusan pembelian, brand love  terhadap keputusan pembelian, namun variabel word of mouth tidak memediasi brand love terhadap keputusan pembelian.
Kata Kunci: wanita muda, brand love, word of mouth dan keputusan pembelian.
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The purpose of this study was Brand Love for Purchasing Decision and to test Brand Love for Purchasing Decision by Word of Mouth as a mediating variable. The population of this research is young woman who are the people of Sumberejo Banyuputih Situbondo. The sampling technique in this study used random sampling, the number of samples used was 86 people. The analysis tool used is the path analysis. The results showed that in general there was an influence between Brand Love on Word of Mouth, Word of Mouth on Purchasing Decision. But there is no significant effect between Brand Love on Purchasing Decision mediated by Word of Mouth.
Keywords: wanita muda, brand love, word of mouth dan keputusan pembelian.
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