Pengaruh Brand Personality dan Brand Love terhadap Brand Advocacy Reviewers Kosmetik Wardah, Emina dan Make Over di Forum Female Daily

Mella Maulani


Abstract : This study aims to obtain an influence of brand personality, and brand love for brand advocacy on cosmetic reviewers Wardah, Emina and Make Over. This study uses verification methods with a quantitative approach. The sample of this study amounted to 200 respondents who were reviewers of Wardah, Emina and Make Over cosmetics in the Female Daily forum. Data was obtained statistically by the method of Structural Equation Modeling (SEM). The findings in this study found brand personality and brand love have a positive and significant influence on brand advocacy simultaneously and partially. Keyword : Brand Advocacy, Brand Love, Brand Personality Article type : Research paper Abstrak: Penelitian ini bertujuan untuk memperoleh pengaruh dari brand personality, brand love terhadap brand advocacy pada reviewers kosmetik Wardah, Emina dan Make Over. Penelitian ini menggunakna metode verifikatif dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 200 responden yang merupakan reviewers kosmetik Wardah, Emina dan Make Over yang tergabung dalam forum Female Daily. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Brand personality dan brand love memiliki pengaruh positif dan signifikan terhadap brand advocacy secara simultan dan parsial. Kata Kunci : Brand Advocacy, Brand Love, Brand Personality



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