MEDIA BISNIS
Vol 12 No 1 (2020): MEDIA BISNIS

HUBUNGAN WORD OF MOUTH TERHADAP BRAND IMAGE, BRAND LOYALTY, BRAND PREFERENCE DAN BRAND LEADERSHIP PELANGAN MEREK MINISO DI JAKARTA BARAT

IRMA SATYA INDRIYANTI (Trisakti School of Management)
KRISTIN NATALIA (Trisakti School of Management)

Article Info

Publish Date
10 Dec 2020

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.

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Journal Info
MEDIA BISNIS
Website

Abbrev

mb

Publisher

Sekolah Tinggi Ilmu Ekonomi Trisakti

Subject

Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Media Bisnis is biannual publication issued in the month of March and September. Media Bisnis is a scientific journal which prioritizes the publication of articles (research and non-research based) regarding to business issues that deal with social issues such as management (financial, human ...