DAMPAK BRAND TRUST TERHADAP BRAND LOVE, BRAND COMMITMENT, DAN WOM KONSUMEN WARDAH COSMETICS PONTIANAK

Abstract

This research aims to examine and analyze the influences of brand trust on brand love and brand commitment, also their impacts on WOM. This is an associative research to show the causative relation among variables. The hypotheses which were tested are the influences of brand trust on brand love, brand trust on brand commitment, brand trust on WOM, brand love on brand commitment, brand love on WOM, and brand commitment on WOM. The survey was done towards 87 consumers of Wardah Cosmetics in Pontianak. This research was using purposive sampling technique. The respondents in this research must be 17 years old and above. The respondents are not new consumers of Wardah Cosmetics. Data processing was done using WarpPLS 6.0. The data was analyzed by using structural equation model analysis. The results of this research showed that the influence of brand trust on brand love is supported, but the influences of brand trust on brand commitment and WOM are not supported. The influence of brand love on brand commitment is supported, but the influence of brand love on WOM is not supported. The influence of brand commitment on WOM is supported. This research showed three different results from hypotheses test which do not support the previous researches.