Pengaruh Word of Mouth dan Citra Merek Terhadap Loyalitas Pelanggan Smartphone Oppo Dimediasi Kepercayaan Merek - Ony Khoirul Huda; Arief Teguh Nugroho (Jurnal Pengembangan Wiraswasta, 2020)
Tujuan penelitian ini adalah untuk mengetahui  pengaruh  word of mouth dan  citra merek terhadap loyalitas pelanggan smartphone Oppo di Karawang melaui kepercayaan merek sebaga mediasi. Populasi penelitian ini adalah pelanggan smarthphone Oppo di Karawang dan sampel yang diambil sebesar 102 orang. Metode analisis data penelitian ini adalah analisis jalur yang sebelumnya diuji dengan uji instrumen dan uji asumsi klasik. Hasil pengujian menunjukkan bahwa Word of Mouth dan citra merek berpengaruh terhadap loyalitas pelanggan smarthphone Oppo di Karawang baik secara langsung maupun tidak langsung.Kata kunci: Word of Mouth, Citra Merek, Kepercayaan Merek, Loyalitas Pelanggan. The Influence of Word of Mouth and Brand Image on Oppo Smartphone Customer Loyalty is Mediated Brand TrustABSTRACTThe purpose of this study was to determine the effect of Word of Mouth and brand image on customer loyalty of Oppo smartphones in Karawang through brand trust as meditation. The population of this research is the Oppo smartphone customers in Karawang and the sample taken is 102 people. The data analysis method of this research is path analysis which was previously tested by instrument test and classical assumption test. The test results show that Word of Mouth and brand image affect customer loyalty of Oppo smartphones in Karawang, either directly or indirectly.Keywords: Word of Mouth, Brand Image, Brand Trust, Customer Loyalty