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HUBUNGAN WORD OF MOUTH TERHADAP BRAND IMAGE, BRAND LOYALTY, BRAND PREFERENCE DAN BRAND LEADERSHIP PELANGAN MEREK MINISO DI JAKARTA BARAT IRMA SATYA INDRIYANTI; KRISTIN NATALIA
Media Bisnis Vol 12 No 1 (2020): MEDIA BISNIS
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/mb.v12i1.877

Abstract

The purpose of this study was to determine the relationship of word of mouth with brand image, brand loyalty, brand preference and brand leadership of Miniso customers in West Jakarta.The sampling used in this study is nonprobability sampling with a purposive sampling method and will require 116 respondents. Only certain samples that meet the criteria and can be used as samples. For this study, the SPSS program is used to determine the effect of all the independent variables above on the dependent variable. The statistical method in this study is multiple regression. Research shows that word of mouth for brand image, brand loyalty, brand preference and brand leadership of Miniso customers in West Jakarta.
Co-Authors IRMA SATYA INDRIYANTI