The effect brand image, brand love, brand trust, and customer loyalty on WOM at smartphone Xiaomi in Surabaya

Sulistiyowati, Erika Augustina (2019) The effect brand image, brand love, brand trust, and customer loyalty on WOM at smartphone Xiaomi in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

This research was conducted to determine the effect of Brand Image, Brand Love, Brand Trust, and Customer Loyalty on Word of Mouth at smartphone Xiaomi in Surabaya. This research is causal research. The sampling technique used in this research is non probability sampling by means of purposive sampling. Respondents in this study are all Xiaomi smartphone users in Surabaya, while samples taken as many as 180 respondents. Data in this study were collected by distributing questionnaires. The data analysis technique used is Structural Equation Modeling (SEM) using the LISREL program. The results in this study can be concluded that: Brand Image has a positive effect on Customer Loyalty, Brand Love has a positive effect on Customer Loyalty, Brand Trust has a positive effect on Customer Loyalty, Customer loyalty has a positive effect on WOM at smartphone Xiaomi in Surabaya.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand image, brand love, brand trust, customer loyalty, word of mouth
Subjects: Business
Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 6459 not found.
Date Deposited: 30 Jan 2019 04:50
Last Modified: 30 Jan 2019 04:50
URI: http://repository.wima.ac.id/id/eprint/17375

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