PENGARUH BRAND IMAGE DAN SOCIAL SELF TERHADAP BRAND LOVE DAN DAMPAKNYA TERHADAP WORD OF MOUTH (Studi Produk Eiger pada Mahasiswa Jurusan Manajemen di Universitas Bengkulu)
| Main Authors: | Putra, Fredy Mandala, Fachri, Eka Saputra |
|---|---|
| Format: | Thesis NonPeerReviewed Archive |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://repository.unib.ac.id/19720/1/skripsi%20fredy%20mandala%20putra.pdf http://repository.unib.ac.id/19720/ |
Daftar Isi:
- The purpose of this study is to determine the effects of Brand Image and Social Self on Brand Love and its Impact on Word of mouth that Study fashion Eiger product on in Management Department Students at University of Bengkulu. The method of analysis in this research is done by using quantitative descriptive. This study involved consumer Eiger in management department University of Bengkulu. The total sample of the study is 124 respondents, the data was collected by using purpose sampling technique which use 6 points Likert scale as a measurement scale and was analyzed by using SEM PLS (Partial Least Square). Based on the analysis, the result obtained that; (1) brand image effects brand love (2) Social self effects brand love (3) brand love effect word of mouth.