"[
ABSTRAKDewasa ini, marak kita temui istilah lovers dan haters. Istilah itu muncul
akibat adanya hubungan antara merek dan konsumen. Hubungan atau relasi yang
kuat di antara konsumen dan merek berkembang menjadi cinta pada merek.
Penelitian mengenai kecintaan pada merek mulai berkembang, dari anteseden
hingga outcomes-nya. Penelitian ini menjelaskan adanya pengaruh dari relasi merek
konsumen terhadap intensi pembelian ulang dan buah bibir dalam kategori produk
utilitarian (smartphone) dan hedonis (softdrink).
Dalam penelitian ini, penulis menggunakan analisis structural equation
modeling atau SEM dengan piranti lunak AMOS 22. Kuesioner disebar pada 213
responden dari kategori produk smartphone dan 220 responden dari kategori
produk softdrink. Hasil dari penelitian terdapat perbedaan antara relasi merek
dengan outcomes-nya pada dua kategori produk yang diuji. Pada kategori produk
smartphone, cinta pada merek tidak mempengaruhi intensi pembelian ulang, tetapi
mempengaruhi penyebaran buah bibir positif oleh konsumen terhadap produk.
Sedangkan, pada kategori produk soft drink, preferensi merek tidak mempengaruhi
intensi pembelian ulang, dan konsumen yang memiliki intensi pembelian ulang
tidak mempengaruhi terciptanya buah bibir suatu merek oleh konsumen.
ABSTRACTToday, we have come across the term lovers and haters. The term that
emerged as a result of the relationship between brands and consumers. Strong
relationship between consumer and brand is growing into a term called brand love.
Therefore, research on brand love began from its antecedents to outcomes. In this
research describes the influence of consumer brand relation to the repurchase
intention and positive word-of-mouth in the category of utilitarian products
(smartphones) and hedonic (soft drinks).
In this research, the authors used structural equation modeling analysis or
SEM with AMOS 22. The questionnaire was distributed to 213 respondents from
smartphone product category and 220 respondents from soft drink product category.
As the results of the study, there is a significance difference between brand
relationship with its outcomes on two product categories tested. Brand love did not
affect repurchase intention, but positively affect word-of-mouth on smartphone
product category. Meanwhile, the result of soft drink product category, brand
preference does not affect repurchase intentions, and consumers who wants to
repurchase the product does not intend to spread word-of-mouth about the product, Today, we have come across the term “lovers and haters”. The term that
emerged as a result of the relationship between brands and consumers. Strong
relationship between consumer and brand is growing into a term called brand love.
Therefore, research on brand love began from its antecedents to outcomes. In this
research describes the influence of consumer brand relation to the repurchase
intention and positive word-of-mouth in the category of utilitarian products
(smartphones) and hedonic (soft drinks).
In this research, the authors used structural equation modeling analysis or
SEM with AMOS 22. The questionnaire was distributed to 213 respondents from
smartphone product category and 220 respondents from soft drink product category.
As the results of the study, there is a significance difference between brand
relationship with its outcomes on two product categories tested. Brand love did not
affect repurchase intention, but positively affect word-of-mouth on smartphone
product category. Meanwhile, the result of soft drink product category, brand
preference does not affect repurchase intentions, and consumers who wants to
repurchase the product does not intend to spread word-of-mouth about the product]"
