Self Expressiveness, Brand Trust, Hedonic Product, Brand Community, Word of Mouth, dan Brand Experience Terhadap Brand Love pada Merek Vespa

Hapsari Dyah Herdiany; Anindita Imam  Basri; Chandra Wisnu  Utomo; Krisna Pramudya

doi:10.29407/e.v11i1.21428

Authors

Hapsari Dyah Herdiany Universitas PGRI Yogyakarta
Anindita Imam Basri Universitas PGRI Yogyakarta
Chandra Wisnu Utomo Universitas ‘Aisyiyah Surakarta
Krisna Pramudya Universitas PGRI Yogyakarta

DOI:

https://doi.org/10.29407/e.v11i1.21428

Keywords:

self-expressiveness, brand trust, hedonic product, brand community, wom, brand experience

Abstract

Self-expressiveness, brand trust, hedonic product, brand community, word of mouth, and brand experience regarding brand love for Vespa brand motorbikes are the titles of this research. The population is someone who has used, purchased and used Vespa products in Indonesia. The sample in this study amounted to 260 respondents using non-probability sampling. The research method uses a quantitative approach and data analysis uses multiple linear regression. The results of the t-test showed that the significance value of the four independent variables was <0.05; all independent variables partially had a positive effect on the dependent variable. The F test shows that self-expressiveness, brand trust, hedonic product, brand community, word of mouth, and brand experience on brand love have a simultaneous influence with a calculated F value of 31,436 with a significance of 0.000 (<0.5).

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