Positive Word Of Mouth: Peran Value Congruity dan Brand Love

Pertiwi, Yunita Retno Ika and , Prof. Dr. Anton Agus Setyawan, S.E., M.Si. (2022) Positive Word Of Mouth: Peran Value Congruity dan Brand Love. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study analyse the correlation between Value Congruity, Brand Image, Brand Love, Brand Commitment, Positive Word of Mouth toward GoRide users. The purpose of this study was to determine the effect of Value Congruity toward Brand Image, determine the effect of Brand Image toward Brand Love, determine the effect of Value Congruity toward Brand Commitment, determine the effect of Brand Image toward Brand Commitment, determine the effect of Brand Love toward Brand Commitment, determine the effect of Brand Love toward Positive Word of Mouth, and determine the effect of Brand Commitment toward Positive Word of Mouth. Studies conducted on GoRide users. The sample taken in this study were 200 respondents. The method used in this analysis is outer model analysis (measurement model evaluation) which includes convergent validity test, discriminant validity test, reliability test, multicollinearity test, also inner model analysis (structural model evaluation) which includes coefficient of determinant (R2), Goodness of Fit (GoF), and Path Coefficient test. Based on the analysis results, it can be concluded that the Value Congruity has a positive and significant influence toward the Brand Image for GoRide users. Value Congruity and Brand Love have a positive and significant influence toward Brand Commitment for GoRide users. Brand Commitment has a positive and significant influence toward Positive Word of Mouth. Brand Image aspects have a negative and insignificant influence toward Brand Commitment for GoRide users. Keywords: Value Congruity, Brand Image, Brand Love, Brand Commitment, Positive Word Of Mouth.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Value congruity, Brand Image, Brand Love, Brand Commitment, Positive Word Of Mouth
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YUNITA RETNO IKA PERTIWI
Date Deposited:	01 Mar 2023 00:58
Last Modified:	01 Mar 2023 00:58
URI:	http://eprints.ums.ac.id/id/eprint/108042

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