BRAND IMAGE TERHADAP AFFECTIVE LOYALTY DAN DAMPAKNYA TERHADAP WORD OF MOUTH

Marisa Elma Rosyadah; Ambar Lukitaningsih; Lusia Tria Hatmanti Hutami

doi:10.31955/mea.v6i1.1914

Marisa Elma Rosyadah Universitas Sarjanawiyata Tamansiswa, Yogyakarta
Ambar Lukitaningsih Universitas Sarjanawiyata Tamansiswa, Yogyakarta
Lusia Tria Hatmanti Hutami Universitas Sarjanawiyata Tamansiswa, Yogyakarta

DOI: https://doi.org/10.31955/mea.v6i1.1914

Abstract

The formation of a Brand Image can affect the Affective Loyalty to use a product. Before buying a product, consumers will simply form a belief before finally making a choice of a product, then assessing whether the product is suitable and finally making a decision to make a purchase transaction. The sample method is accidental sampling. The questionnaires that were processed were 100. The findings show that brand image is influential positive effect on affective loyalty, affective loyalty has a positive effect on word of mouth brand image has a negative effect on word of mouth. Further results show that affective loyalty mediates brand image and word of mouth.

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