Anteseden word of mouth
P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Involvement, Satisfaction, Commitments, Brand Trust terhadap Word of Mouth pada merek sepatu olahraga. Sampel yang digunakan dalam penelitian ini berjumlah 210 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Involvement berpengaruh positif terhadap Brand Trust, (2) Satisfaction berpengaruh positif terhadap Brand Trust, (3) Commitment berpengaruh positif terhadap Brand Trust, dan (4) Brand Trust berpengaruh positif terhadap Word of Mouth.
T The objective of this study is to examine and analyze the effect of Involvement, Satisfaction, Commitments, Brand Trust on Word of Mouth at sport shoes brand. The samples being used in this study is 210 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) Involvement has a positive effect toward Brand Trust, (2) Satisfaction has a positive effect toward Brand Trust, (3) Commitment has a positive effect toward Brand Trust, dan (4) Brand Trust has a positive effect toward Word of Mouth.