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 and Business
Vol. 1 No. 2 (2024)

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.