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All Journal CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Jurnal Pengabdian dan Kewirausahaan
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Universitas Bunda Mulia
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Journal : CAPITAL: JURNAL EKONOMI DAN MANAJEMEN

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Pengaruh Brand Respect Terhadap Lovemark Pada Produk Smartphone Asal China Ali Wardhana; pipiyen pipiyen
CAPITAL: Jurnal Ekonomi dan Manajemen Vol 4, No 1 (2020)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (382.038 KB) | DOI: 10.25273/capital.v4i1.7357

Abstract

Indonesia as a country that has smartphone sales growth that continues to grow and become the main and most developed market. To become the smartphone market leader, it needs Lovemark, loyalty beyond reason. This happened to 2 smartphone brands from China, Xiaomi and Vivo. This research looks at how the lovemark on the Xiaomi and Vivo brands is built through brand respect and has an impact on positive WOM and repurchase intentions. The results of this study indicate that in the Xiaomi and Vivo brand performance, brand reputation and brand trust have a positive impact on brand respect and ultimately make impact at lovemark. In addition, this study also found that lovemark has a positive impact on positive WOM and repurchase intentions. In the future research can be applied to the brands that slowing sales
Co-Authors Budi Budi Grace Putlia Hary Saputra Sundoro Rowena, Janny Samuel Samuel Wijaya, Brendi