Abstract
This study aims to analyze the factors that influence brand love, as well as its implications for word of mouth, and repurchase intention. Rooted in the theory of interpersonal love and relationships, this research is an expansion of previous research models by accommodating aspects of brand community, brand experience and price perception. Empirical data was collected through an online survey of 100 samples of Bandai Gunpla consumers living in Indonesia. Hypothesis testing is done through Partial Least Square Structural Equation Modeling (PLS-SEM) approach. Based on the estimation of the structural model that has been carried out, the results show that self-expressiveness has a positive effect on brand love, brand trust has a positive effect on brand love, brand community has a positive effect on brand love, brand love has a positive effect on WOM and e-WOM, brand love has a positive effect on repurchase intention and brand experience has a positive effect on repurchase intention. Meanwhile, the hypothesis of the positive effect of hedonic products on brand love and price perception on repurchase intention was not proven in this study. 
 
Highlights
Keyword: Brand love, Word of mouth (WOM), Electronic word of mouth (E-WOM), Repurchase intention, Hedonic product
This study aims to analyze the factors that influence brand love, as well as its implications for word of mouth, and repurchase intention
Based on the estimation of the structural model that has been carried out, the results show that self-expressiveness has a positive effect on brand love, brand trust has a positive effect on brand love, brand community has a positive effect on brand love, brand love has a positive effect on WOM and electronic word of mouth (e-WOM), brand love has a positive effect on repurchase intention and brand experience has a positive effect on repurchase intention
Summary
Keyword: Brand love, Word of mouth (WOM), Electronic word of mouth (E-WOM), Repurchase intention, Hedonic product. Penelitian ini bertujuan untuk menguji faktor-faktor pembentuk brand love, serta implikasinya terhadap word of mouth, dan repurchase intention pada konteks produk hedonis Gunpla merek Bandai, dengan mengikutsertakan konstruk brand community, brand experience dan price perception. Self-expressiveness atau ekspresi diri ini merupakan cerminan dari citra diri seseorang yang menggambarkan bagaimana kepribadian seseorang yang dalam kegiatan konsumsi suatu merek dapat menggambarkan diri seseorang (Wallace, Buil, & de Chernatony, 2014) Pada penelitian terdahulu menunjukkan bahwa suatu merek dapat mendorong konsumen untuk mengekspresikan diri mereka dan menimbulkan rasa cinta pada suatu merek (Karjaluoto et al, 2016). Repurchase intention itu ditemukan sebagai hasil positif dari kepuasan konsumen dan nilai yang dirasakan oleh konsumen pada suatu produk ataupun jasa dari suatu merek. Pada penelitian lainnya menunjukkan bahwa kewajaran pada price perception memiliki hubungan positif antara harga yang dirasakan oleh konsumen dengan repurchase intention (Suhaily & Soelasih, 2017).
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