Pengaruh Self Expressive Brand Terhadap Brand Accaptance Melalui Word Of Mouth
DOI:
https://doi.org/10.55983/inov.v1i2.113Keywords:
Self Expressive Brand, Word of Mouth, Brand AccaptanceAbstract
The purpose of this study was to examine and analyze the effect of self-expressive brand on brand acceptance through word of mouth. In the people of Medan City who buy H&M products directly or indirectly. The approach used in this study is a causal approach. The population in this study were all the people of Medan City who bought H&M products. The sample in this study used quota sampling totaling 100 people in Medan City who bought H&M products. Data collection techniques in this study used documentation, observation, and questionnaire techniques. The data analysis technique in this study used a quantitative approach using statistical analysis using the Auter Model Analysis test, Inner Model Analysis, and Hypothesis Testing. Data processing in this study using the PLS (Partial Least Square) software program. The results of this study prove that directly self-expressive brands and word of mouth affect brand acceptance, self-expressive brands affect word of mouth, the results of this study indirectly state that self-expressive brands affect brand acceptance through word of mouth.
References
Afifah, B. M. B. (2019). Analisis Faktor Yang Mempengaruhi Brand Love Pada Produk Retail Bangunan Modern. Jurnal Bisnisman: Riset Bisnis dan Manajemen, 1(2), 52–60.
Babin, J. B., Lee, Y.-K., & Eun-Ju Kim, M. G. (2005). Modelling Consumer Satisfaction and Word of Mouth: Restaurant Patronage in Korea. Journal of Services Marketing, 19(1), 133–139.
Basmalah, F. M. (2010). Pengaruh Komunitas Merek Terhadap Word Of Mouth. Jurnal Ilmu Administrasi dan Organisasi, 17(1), 78–89.
D’Souza, C., Marjoribanks, T., Young, S., Sullivan, M. G., Nanere, M., & John, J. J. (2019). Environmental management systems: an alternative marketing strategy for sustainability. Journal of Stategic Marketing, 27(5), 417–434.
Eliasar, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh Brand Awareness Terhadap Purchase Intention Dimediasi Perceived Quality dan Brand Loyalty. E- Jurnal Manajemen Unud, 6(12), 6620–6650.
Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2019). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi dan Bisnis, 11(1), 53–68.
Fernandus, E. (2017). Pengaruh Self Expressive Brand, Brand Tribe, Brand Love. Jurnal Manajemen Bisnis dan Kewirausahaan, 1(2), 132–147.
Ferriandewi, E. (2016). Pengaruh Nilai-Nilai Hedonis dan Konsep DiriTerhadap Keputusan Pembelian dan Dampaknya Pada Loyalitas Merekdi Surabaya (studi pada pembelian barang mewah). E-Jurnal Manajemen Kinerja, 2(2), 1–11.
Handiki, K., & Mustikasari, A. (2019). Pengaruh Word of Mouth Terhadap Brand Awarness pada PT. Gumbira Wana Indonesia 2019. e-Proceeding of Applied Science, 5(2), 857–863.
Harisky, M. S. (2013). Pengaruh Word ot Mouth Terhadap Brand Loyalty Melalui Brand Trust dan Customer Satisfaction Pada Masakapai Penerbangan Low Cost Carrier. Kajian Ilmiah Mahasiswa Manajemen, 2(2), 1–6.
Hermawan, A. (2012). Komunikasi Pemasaran. Jakarta: Erlangga.
Hooper, D., Goughlan, J., & Mullen, M. R. (2013). The servicescape as an antecedent to service quality and behavioral intentions. Journal of Services Marketing, 27(4), 271–280.
Irwanto, A., Rohman, A., & Noermijati, N. (2013). Analisis Pengaruh Kualitas Produk Dan Strategi Harga Terhadap Kepuasan Pelanggan, Dan Pengaruhnya Pada Terbentuknya Word Of Mounth Di Perumahan Madani Group Jabodetabek. Jurnal Aplikasi Manajemen, 11(1), 85–94.
Joesyiana, K. (2018). Pengaruh Word of Mouth Terhadap Keputusan Pembelian konsumen Pada Media Online Shop Shopee di Pekanbaru. Jurnal Valuta, 4(1), 71--85.
Juliandi, A., Irfan, I., & Manurung, S. (2015). Metodelogi Penelitian Bisnis Konsep dan Aplikasi. Medan: UMSU PRESS.
Kotler, P., & Amstrong. (2012). Marketing Management. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta: Erlangga.
Lamb, W. H., & Mc Daniel, C. (2008). Pemasaran. Jakarta: Salemba Empat.
Rangkuti, F. (2009). Strategi Promosi Yang Kreatif & Analisis Intergrated. Jakarta: PT. Gramedia Pustaka Utama.
Riawan, R., & Setyaningrum, A. (2018). Studi Mengenai Pengaruh Self Expressive, Hedonic Product, Brand Trust dan Brand Engagement Terhadap Brand Love Pada Produk Smartphone Samsung. Prosiding Working Papers Series In Management, 10(2), 147–162.
Setiadi, N. J. (2013). Perilaku Konsumen. Jakarta: Kencana Prenada Media Group.
Simamora, H. (2014). Manajemen Sumber Daya Manusia. Jakarta: Rineka.
Tanaya, C. P., Margaretha, S., & Honantha, C. R. (2017). Pengaruh Self Expressive Brand Yang Di “Like” Pada Facebook Terhadap Brand Love, Brand Acceptance, Dan Word Of Mouth Di Surabaya. Seminar Nasional dan Call For Paper (Senima 2), 14–25.
Vania, A., & Putri, K. A. S. (2020). Peran Brand Love Sebagai Mediasi Hedonic Product dan Self Expressive Brand Terhadap Brand Loyalty. Jurnal Bisnis Dan Manajemen, 7(2), 133–144.
Wicaksono, M. P. A., & Seminar, N. K. (2016). Pengaruh Iklan dan Word of Mouth Terhadap Brand Awareness Traveloka. E-Jurnal Manajemen Unud, 5(8), 5098–5127.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Muliani Marwah Sismy, Aulia Arief Nasution, Indra Syafii
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
