PENGARUH EXCITEMENT, BRAND IMAGE, BRAND LOVE TERHADAP WORD OF MOUTH PRODUK SEPATU VANS DI SURABAYA

Abstrak - Penelitian ini bertujuan untuk menguji Pengaruh excitement, brand image, dan brand love terhadap word of mouth produk sepatu Vans di Surabaya. Banyak faktor – faktor yang menyebabkan seseorang melakukan word of mouth terkait merek sepatu Vans. Word of mouth tersebut juga ada yang bersifat positif maupun yang negatif. Penelitian ini menggunakan pendekatan purposive sampling, dimana sampel berupa responden yang membeli dan memakai sepatu Vans dalam 3 bulan terakhir dan berpendidikan minimal SMA atau sederajat. Responden dalam penelitian ini berjumlah 180 orang. Analisis dilakukan dalam penelitian ini dengan menggunakan model SEM (Structural Equation Modeling) melalui software AMOS 16 untuk pengujian measurement dan Structural. Hasil penelitian ini menunjukan bahwa brand love, brand image mempunyai pengaruh positif terhadap Word of mouth sepatu Vans di surabaya. Kata kunci: Brand love, Brand image, Brand personality, Word of mouth, Fashion brands, Brand identity. Abstract - This study aims to examine Influence excitement, brand image, and brand love to word of mouth product Vans shoes in Surabaya. Many factors - factors that cause a person to do word of mouth related brand Vans shoes. Word of mouth is also there that are positive or negative. his study using purposive sampling approach, in which a sample of respondents who purchase and wear Vans shoes in the last 3 months and at least high school education or equivalent. Respondents in this study amounted to 180 people. The analysis performed in this study using a model of SEM (Structural Equation Modeling) through 16 AMOS software for measurement and Structural testing. These results indicate that brand love, brand image have a positive effect on Word of mouth Vans shoes in Surabaya. Keyword: Brand love, Brand image, Brand personality, Word of mouth, Fashion brands, Brand identity