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All Journal ShariaBiz International Journal of Economics and Business
Octavia, Yusi Faizahtul
Unknown Affiliation
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Brand Love, Trust and Brand Commitment on Word of Mouth on MS Glow Products Octavia, Yusi Faizahtul; Hamdi, Nizar; Devi Puspaningrum, Ni Made Satya
ShariaBiz International Journal of Economics & Business Vol. 1 No. 2 (2024)
Publisher : Fakultas Agama Islam Universitas Islam Al-Azhar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36679/shariabiz.v%1i2.35

Abstract

This study examines the effect of brand love, trust, and commitment on word-of-mouth for Ms Glow products among users of its Mataram branch. The independent variables were brand love, trust, and commitment while the dependent variable was word-of-mouth. The population was Ms Glow users in Mataram but the exact number is unknown. A purposive sample of 60 respondents was taken. Multiple linear regression analysis using SPSS 24 was conducted on the data. The results showed that brand love had a significant positive effect on word-of-mouth while trust and commitment did not. A simultaneous test found that the independent variables together influenced word-of-mouth. However, brand love had the strongest dominant influence on word-of-mouth for Ms Glow users based on its high t-count value. In summary, brand love drove word-of-mouth more than trust or commitment for this case study.
Co-Authors Devi Puspaningrum, Ni Made Satya