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

IRMA SATYA INDRIYANTI; KRISTIN  NATALIA

doi:10.34208/mb.v12i1.877

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

Authors

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

DOI:

https://doi.org/10.34208/mb.v12i1.877

Keywords:

Brand image, Brand loyalty, Brand preference, Brand leadership, Word of mouth

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.

Published

2020-12-10

How to Cite

INDRIYANTI, IRMA SATYA, and KRISTIN NATALIA. 2020. “HUBUNGAN WORD OF MOUTH TERHADAP BRAND IMAGE, BRAND LOYALTY, BRAND PREFERENCE DAN BRAND LEADERSHIP PELANGAN MEREK MINISO DI JAKARTA BARAT”. Media Bisnis 12 (1):25-32. https://doi.org/10.34208/mb.v12i1.877.