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Astra Prima Budiarti
Universitas Negeri Padang
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Journal : Marketing Management Studies

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The influence of Brand personality and customer experience on electronic word of mouth at Maybelline product with brand preference as mediating variable Shelina Virgarani; Astra Prima Budiarti
Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (588.158 KB) | DOI: 10.24036/jkmp.v1i2.29

Abstract

The purpose of this study was to analyze the influence of Brand personality and customer experience on electronic word of mouth at Maybelline product with brand preference as mediating variable. The type of this research is quantitative research. The population of this study were all users of the maybelline product with the numbers of samples in the study were 180 respondents. This study was analyzed using structural equation modelling (SEM) with Smart PLS3.The result of this study indicate that (1) brand personality has a positive and significant effect on brand preference, (2)Customer experience has a positive and significant effect’s on brand preference, (3) Brand personality has a positiv and significant effect’s on eWOM, (4) Customer experience has positve and significant effect on E eWOM, (5) Brand preference has a positive, and significant effect on electronic word of mouth, (6)Brand personality has a positive and significant effect’s on eWOM through brand preference’s as a mediating variable, (7) Customer experience has a positive and significant effect on Ewom through brand preference as a mediating variable.
Brand equity, brand loyalty, and customer satisfaction: Case study on Nike Andika Putra Zarfandi; Astra Prima Budiarti
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.327

Abstract

This study aims to prove and analyze the effect of brand equity on brand loyalty with customer satisfaction as an intervening variable for Nike shoe users in Pekanbaru City. In this study, the samples were several users of Nike brand sports shoes in Pekanbaru City. In this study, the research variables used can be grouped into three, namely endogenous variables, namely brand loyalty. The two exogenous variables are brand equity, while the intervening variable is customer satisfaction The data analysis method used quantitative analysis is carried out using Structural Equation Model (SEM) which is processed using Smart PLS assistance. Based on the results of hypothesis testing, it was found that Brand equity had a positive and significant effect on brand loyalty of Nike shoe users in Pekanbaru City. Testing the second hypothesis found Brand equity on customer satisfaction in Nike brand shoes users in Pekanbaru. In testing the third hypothesis, it was found that customer satisfaction has a positive and significant effect on brand loyalty to Nike brand shoe users in Pekanbaru City
Co-Authors Andika Putra Zarfandi Anni Faridah Awisal Fasyni Desi Novita Erni Masdupi Fiola Finomia Honesty Helga Nuri Honesty Jefriyanto Jefriyanto Lasmini, Rizki Sri Lasmini, Rizki Sri Laura Yuliantika Mayar Afriyenti Nazif Hardi Rizki Sri Lamini Shelina Virgarani Ustiza Risman Wirnelis Syarif Yasri Yasri Yasri, Yasri Yasril Yunus Yolandafitri Zulvia