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PENGARUH KEPERCAYAAN MEREK, KECINTAAN MEREK DAN KOMITMEN MEREK TERHADAP WORD OF MOUTH PADA PENGGUNA SEPATU ADIDAS DI SURABAYA

SUSANTI, YULIA HOKUGI (2015) PENGARUH KEPERCAYAAN MEREK, KECINTAAN MEREK DAN KOMITMEN MEREK TERHADAP WORD OF MOUTH PADA PENGGUNA SEPATU ADIDAS DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

In intense competition of modern retail, trust in the brand or company that is needed to run a business. This happens because of the trust and commitment of the community can make a potential user or users will always use the products offered by the company over the long term. love of the brand can also make users will still loyal to the product. In line with the creation of the trust, ideally when other people asked for its opinion using the products of the brand or company, then they will tell how good of a product and it makes Word of Mouth (WOM) developed in the community. 120 Questionnaire collected data is checked by using a 20:00 AMOS software in structural equation modeling style and all assumptions were confirmed. Creation of trust also can increase the desire began to use or use sustainably for the prospect or customer. In the study the results of a brand love that has no direct influence on WOM, but the confidence to committed through WOM effect. Keywords : Brand love, Trust, Commitment, Word of mouth

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 07 Apr 2017 10:39
Last Modified: 07 Apr 2017 10:39
URI: http://eprints.perbanas.ac.id/id/eprint/710

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