PERAN BRAND LOVE MEMEDIASI PENGARUH BRAND IMAGE TERHADAP POSITIF WORD OF MOUTH PADA MASSIMO GELATO

Ni Putu Ageng Suda Indrayani
I Gde Ketut Warmika

E-Jurnal Manajemen Universitas Udayana
Vol 13 No 4 (2024)

Dunia kuliner saat ini sangat berkembang pesat khususnya pada minuman dan es krim sebagai dessert & beverage. Hal ini menimbulkan persaingan diantara pelaku usaha untuk menjadi yang terbaik dalam bidangnya, termasuk pada Massimo Gelato Restaurant. Tujuan dari penelitian ini adalah untuk memahami peran brand love dalam memediasi pengaruh brand image terhadap positif word of mouth. Penelitian ini melibatkan 130 responden yang merupakan konsumen Massimo Gelato di Denpasar dimana jawaban responden dikumpulkan secara online melalui formulir Google Form. Teknik analisis yang digunakan adalah analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap positif word of mouth, brand image berpengaruh positif dan signifikan terhadap brand love, brand love berpengaruh positif dansignifikan terhadap positif word of mouth, dan brand love memediasi secara parsial hubungan antara brand image dan positif word of mouth pada produk Massimo Gelato. The culinary world is currently experiencing rapid growth, especially in the realm of beverages and ice cream as desserts & beverages. This has led to fierce competition among businesses to excel in their fields, including Massimo Gelato Restaurant. The aim of this research is to understand the role of brand love in mediating the influence of brand image on positive word of mouth. The study involved 130 respondents who are consumers of Massimo Gelato in Denpasar, and their responses were collected online through a Google Form. The path analysis technique was used for data analysis. The results of this research indicate that brand image has a positive and significant effect on positive word of mouth. Additionally, brand image has a positive and significant influence on brand love. Furthermore, brand love has a positive and significant impact on positive word of mouth. Moreover, brand love partially mediates the relationship between brand image and positive word of mouth for Massimo Gelato products.