DETERMINAN NILAI EKSPRESI DIRI MEREK TERHADAP MINAT BELI MELALUI BRAND LOVE
DOI:
https://doi.org/10.32509/jmb.v4i1.3883Keywords:
satisfaction, WoM, Love, Komitmen, purchase intention, brand loveAbstract
Penelitian ini bertujuan untuk mengamati daya tarik merek Skechers, salah satu merek produk terkenal di Indonesia, dari konsumennya di Kota Bekasi. Makalah ini bersifat kuantitatif, korelasional, crosssectional, dan non-eksperimental; sampel probabilistik diterapkan pada sejumlah konsumen muda. Hasil Penelitian menunjukkan bahwa 1) secara parsial Satisfaction, WoM, Love dan komitmen tidak berpengaruh positif dan tidak signifikan terhadap purchase intention. 2) Brand Love sebagai variabel moderasi berpengaruh positif dan signifikan terhadap purchase intention. 3) variabel moderasi Brand Love tidak memiliki hubungan dengan satisfaction, WoM, Love dan Komitmen yang signifikan dalam mempengaruhi purchase intention, sehingga dapat disimpulkan brand love tidak bersifat memperkuat atau memperlemah (memoderasi) model minat beli produk skechers di Kota Bekasi.
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