Pengaruh Produk Hedonis Terhadap Word Of Mouth Yang Dimediasi Oleh Brand Passion Sepatu VANS

This study aims analyze the hedonic product that has a significant positive effect on brand passion. To analyze the hedonic product has a significant positive effect on the word of mouth of Vans Shoes. To analyze brand passion has a significant positive effect on the word of mouth of Vans Shoes. For the effect of hedonic products on the significant positive word of mouth for Vans shoes mediated by brand passion. The population in this study were students of the Faculty of Economics and Business, University of Muhammadiyah Surakarta. The Sampel in this study were students of the Fakultas of Economics and Business, University of Muhammadiyah Surakarta as many as 267 respondents. Based on the results of research, hedonic products have a significant effect on brand passion. Hedonic products have no significant effect on word of mouth. Brand assion has a significant effect on word of mouth. Hedonic products have a significant effect on word of mouth through brand passion as a mediating variable