Analisis Faktor-Faktor Yang Mempengaruhi Komunikasi Word Of Mouth Terhadap Minat Menggunakan Ulang
DOI:
https://doi.org/10.56910/jumbiwira.v2i1.1419Keywords:
customer satisfaction, brand personality, brand trust, interest Re-usage enthusiasm of OPPO, SPSSAbstract
This talistudy entitled " Analysis of Factors Affecting Interest in Re-usage enthusiasm Products ". This research was conducted at the organization of OPPO di Kota Tangerang Selatan . This study aims to determine the effect of independent variables, namely Customer Satisfaction (X1), Brand Personality (X2), Brand Trust (Y1), which has implications on Interest Re-usage enthusiasm (Y2) OPPO Product. The object of this study is OPPO customers who conduct transactions in OPPO di Kota Tangerang Selatan with respondents as much as 122 respondents. This research uses validity test, reliability test, normality test, multiple regression analysis, Goodness of Fit test, hypothesis test, and intervening variable test. As for data processing using IBM SPSS Statistics 23 software for Windows. The results of this study get the fact that customer satisfaction has no significant effect on the Re-usage enthusiasm and brand trust but still give a positive value. While the brand personality and brand trust, both have a positive and significant effect on the Re-usage enthusiasm interest.
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