PENGARUH IDENTIFIKASI MEREK, KECINTAAN MEREK DAN KEPERCAYAAN MEREK TERHADAP WORD-OF-MOUTH (Studi pada Pengguna Smartphone Samsung di Denpasar)
Keywords:
identifikasi merek, kecintaan merek, kepercayaan merek, word-of-mouthAbstract
Tujuan penelitian ini adalah untuk menguji pengaruh identifikasi merek, kecintaan merek dan kepercayaan merek yang berdampak pada word-of mouth pada pengguna smartphone Samsung. Pengujian hipotesis penelitian menggunakan metode Partial Least Square dengan sampel sebanyak 100 orang yang berdomisili di Denpasar. Penentuan sampel dengan metode nonprobability sampling, yaitu purposive sampling, dengan kriteria responden yang menggunakan smartphone Samsung selama 2 tahun terakhir. Temuan pada penelitian ini menunjukkan Temuan pada penelitian ini menunjukkan identifikasi merek berpengaruh positif dan signifikan terhadap kecintaan merek dan kepercayaan merek. Kecintaan merek dan kepercayaan merek berpengaruh positif dan signifikan terhadap word-of-mouth. Identifikasi merek secara langsung berpengaruh positif dan signifikan terhadap word-of-mouth. Implikasi manajerial dan saran dalam penelitian ini bagi pihak manajemen untuk meningkatkan kesadaran merek Samsung sehingga pengguna dapat dengan mudah mengenali merek melalui bentuk produk, durabilitas produk, dan kecanggihannya.
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