Nurullita, Dila Aulia (2022) Pengaruh Relational Bonds dan Product Quality Terhadap Social Word of Mouth yang dimediasi oleh Brand Loyalty pada Brand Ms Glow Beauty (Studi pada Konsumen Pengguna Ms Glow Follower Instagram @Msglowbeauty). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this study was to determine the effect of relational bonds and product quality on social media word of mouth mediated by brand loyalty to the Ms Glow Beauty brand. This type of research is quantitative research using an explanatory research approach. The sampling technique used nonprobability sampling technique. Determination of a sample of 250 respondents using the Slovin formula method with an error rate of 7%. The criteria for respondents in this study, consumers or users of MS Glow brand products aged 17 years and over, have purchased MS Glow brand products at least two (times), following the Instagram account @msglowbeauty. This research uses Partial Least Square Structural Equation Modeling (PLS-SEM) analysis with SmartPLS 3.0 software. The results of this study indicate that the financial bond and product quality variables have a positive and significant effect on brand loyalty. Then, product quality and brand loyalty have a positive and significant effect on social media word of mouth. Meanwhile, social bond and structural bond variables have a positive but not significant effect on brand loyalty. The influence of financial ties and product quality supports consumers to be loyal to the Ms Glow brand. Meanwhile, social ties and structural ties have no effect on brand loyalty owned by Ms Glow consumers. High brand loyalty makes consumers willing to spread news or positive impressions on social media about what they get after using Ms Glow products. Keywords: Relational Bonds, Product Quality, Brand Loyalty, Social Media Word of Mouth
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dila Aulia Nurullita | ||||||||
| Date Deposited: | 07 Mar 2024 03:27 | ||||||||
| Last Modified: | 07 Mar 2024 03:27 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8307 |
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