Permodellan Online Customer Review di Tinjau dari Relationship Market-ing, Brand Image, dan Brand Trust | Zendy

Sri Rochani Mulyani | Zendy; Sumeidi Kadarisman | Zendy; Asep Jamaludin | Zendy

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Permodellan Online Customer Review di Tinjau dari Relationship Market-ing, Brand Image, dan Brand Trust

Author(s) -

Sri Rochani Mulyani,

Sumeidi Kadarisman,

Asep Jamaludin

Publication year - 2022

Publication title -

jurnal ekonomi dan statistik indonesia

Language(s) - English

Resource type - Journals

ISSN - 2777-0028

DOI - 10.11594/jesi.02.01.10

Subject(s) - brand image , business , advertising , business administration , brand experience , marketing , new product development , product management

Tujuan di lakukannya penelitian ini adalah untuk mengetahui pengaruh relationship marketing, brand image dan brand trust terhadap online customer reviews produk H&M. Menngunakan Structural Equational Modelling (SEM) dengan sofrware Smart PLS 3.29. Hasil Menunjukkan bahwasanya Brand Image berpengaruh postifif dan significant dan relationship marketing dan brand trust tidak mempengaruhi online customer review.

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