Analisis Pengaruh Social Media Marketing, Brand Image, dan Brand Love Terhadap Word of Mouth Fashion Sportswear

The increasing use of social media in Indonesia is an indicator that consumer behavior starts to change from conventional to digital technology that is social media. Social media is used as a marketing medium. This study is aims to measure the influence of social media marketing, brand image, and brand love towards word of mouth fashion sportswear. The research method used is quantitative research. The sample selection technique is using non-probability sampling type of purposive sampling. By spreading electronic based questionnaire, the data collected from 130 respondents in various city in Central Java. The analysis technique used a software program Statistical Package for Social Science (SPSS). The results of this study indicates that social media marketing, brand image, and brand love affects positively towards word of mouth