The Effect Of Brand Love On Word Of Mouth And Repurchase Intention Mediated By Halal Brand Loyalty

Pamungkas, Dimas Pramudya and , Dr. Rini Kuswati, S.E., M.Si, CMA (2024) The Effect Of Brand Love On Word Of Mouth And Repurchase Intention Mediated By Halal Brand Loyalty. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to analyze the influence of brand love with the aim of finding out how much influence brand love on word of mouth and repurchase intentions with halal brand loyalty as a variable. This type of research is quantitative research and data collection techniques using questionnaires. The sample used in this research was 180 respondents. Data analysis in this study used validity, reliability and multicollinearity tests or outer models and inner models. Hypothesis testing uses path coefficients and indirect path coefficients. The test tool used is SMART PLS version 3.4. The results of this study indicate that brand love intimacy has a significant effect on word of mouth and repurchase intention. The results in this study also show that brand love passion has a significant effect on word of mouth and repurchase intentions. Meanwhile, the latest results in this study indicate that halal brand loyalty cannot mediate positively and significantly between brand love intimacy and brand love passion on word of mouth and repurchase intention.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Love, Halal Brand Loyalty, Repurchase Intention, SOR Theory, Word of Mouth
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > HD28 Management > HD281 Manajemen SDM
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DIMAS PRAMUDYA PAMUNGKAS
Date Deposited:	29 Feb 2024 06:53
Last Modified:	29 Feb 2024 06:53
URI:	http://eprints.ums.ac.id/id/eprint/122484

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