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Abstract
Populasi dalam penelitian ini adalah konsumen di Kota Bima yang memiliki Facebook dan pernah melakukan pembelian online di Facebook yang jumlahnya tidak dapat diukur dengan pasti (populasi tidak diketahui). Sampel dalam penelitian ini berjumlah 100 responden dengan menggunakan teknik purposive sampling. Teknik pengumpulan data menggunakan angket dengan skala likert yang masing-masing telah teruji dan telah memenuhi syarat validitas dan reliabilitas. Hasil analisis regresi linier berganda dengan SPSS versi 20 menunjukkan bahwa E- WOM tidak berpengaruh positif dan signifikan terhadap keterikatan merek produk online di Kota Bima, dan kepercayaan merek berpengaruh positif dan signifikan terhadap keterikatan merek produk online di Kota Bima.
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References
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References
Amirullah. (2013). Metodologi Penelitian Manajemen. Malang: Bayumedia.
Chinomona, R., & Maziriri, E.T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research (JBRMR). Vol. 12 Issue 1
Ferrinadewi, Erna. (2008). Merek dan Psikologi Konsumen. Yogyakarta: Graha Ilmu.
Griffin, Jill, (2002), Customer Loyalty, Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan, Erlangga, Jakarta.
Hartono, Jogiyanto. (2010). Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-Pengalaman. Edisi Pertama. BPFE. Yogyakarta
Hermawan Kertajaya. 2010. Grow with Character: The Model Marketing. Jakarta: PT. Gramedia Pustaka Utama
Jalilvand, R. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention. Marketing Intelegence and Planning , 460-476.
Jansen, B. J., Zhang, M., Sobel, K. & Chowdury, A. (2009). Twitter Power: Tweets as Electronical Word of Mouth. Journal of The American Society for Information Science and Technology, 60 (11), pp. 2169-2188
Kapferer, Jean-Noel. (2008). New Strategic Brand Management: Creating And Sustaining Brand Equity Long Term 4th Edition. London and Philadelphia: Kogan Page Limited.
Klimchuck, Marianne R., & Krasovec, Sandra A. 2012. Packaging Design: Successful Product Branding from Concept to Shelf, Second edition. New Jersey: Wiley
Louis, D. and Lombart, C. 2010. “Impact of Brand Personality on Three Major Relational Consequnces (Trust, Attachment, and Commitment to the Brand)”, Journal of Product & Brand Management, Vol. 19 No. 2, pp. 114-130
Ramadhani, Z.K, Pujiastuty, E.E, dan Utomo, H.J.N. 2019. “Pengaruh Brand Experience Dan Brand Trust Terhadap Brand Attachment Serta Brand Loyalty”, Jurnal Administrasi Bisnis, Vol. 17 No. 1, pp. 47-57
Schmitt, Bernd H & Rogers, David L. (2008). Handbook on Brand and Experience Management. United Kingdom: Edward Elgar Publishing Limited
Tjiptono, Fandy, Gregorius Chandra dan Dadi Adriana. 2008. Pemasaran Strategik. Andi, Yogyakarta.