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All Journal Matrik: Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan E-Jurnal Manajemen Universitas Udayana Jurnal Keuangan dan Perbankan UNEJ e-Proceeding Asia-Pacific Management and Business Application PROZIMA (Productivity, Optimization and Manufacturing System Engineering) MABIS: Manajemen dan Bisnis Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Udayana Journal of Social Sciences and Humanities (UJoSSH)
Ni Made Purnami
Fakultas Ekonomi Dan Bisnis Universitas Udayana
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Udayana Journal of Social Sciences and Humanities (UJoSSH)

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Brand Engagement and Word of Mouth I Nyoman Nurcaya; Ni Made Purnami
Udayana Journal of Social Sciences and Humanities Vol 1 No 1 (2017): UJoSSH, Feburary 2017
Publisher : Research and Community Services Institutes of Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (176.386 KB) | DOI: 10.24843/UJoSSH.2017.v01.i01.p14

Abstract

Modern marketing using social media such as Facebook allow the marketers to have a two-way interaction with the consumers, let them give appreciation each other, allow the consumers to leave comments about the products, and the company can directly provide answers to the consumers’ questions and complaints. The purpose of this study is to examine the effect of brand engagement on word of mouth. This research was conducted in Denpasar. The respondents are those who have clicked “like”, “share”, or “comment” button upon a particular brand on Facebook. The data were collected by distributing questionnaires to the respondents who have met the criteria. This study used Partial Least Square (PLS) analysis technique. The results show that 1) Inner self has positive and significant impact on brand love Oriflame; 2) Social self has positive and significant impact on brand love Oriflame; 3) Brand love has positive and significant impacton Word of Mouth Oriflame on Facebook.
Co-Authors A.A Ngr Wishrawan Bhaskara Warman A.A Sagung Ksanthi Paramhita AA Sagung Ksanthi Paramhita Anak Agung Istri Mas Vedanthi Putri Dewi Purwita Sari Gilang Dwi Arta Gusti Ayu Pangastuti Arsinta I Gusti Lanang Agung Adnyana I Komang Agus Hari Chandra I Made Ari Rismawan I Nyoman Nurcaya Luh Alviolita Kusuma Nusarika Muhammad Husnan Zaky Ni Luh Putu Indiani Ni Putu Dinda Prameswari Putri Astaki Ni Putu Krisna Diah Rani Putu Arina Indah Puspita Dewi Wayan Agus Widiartaka