Pengaruh online brand community trust dan repurchase intention terhadap positive e-wom intention yang di mediasi oleh brand trust dan brand love studi pada adidas

Yehezkiel, Yehezkiel (2023) Pengaruh online brand community trust dan repurchase intention terhadap positive e-wom intention yang di mediasi oleh brand trust dan brand love studi pada adidas. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan berkembangnya zaman, dunia fashion-pun ikut berkembang hal tersebut ditandai dengan banyaknya brand-brand fashion yang bermunculan tidak terkecuali dengan Sneakers. Sneakers menjadi populer karena memiliki fungsi tidak hanya untuk berolahraga saja melainkan sekarang fungsi sneakers telah bergeser menjadi sepatu casual yang dapat dipakai kemanapun. Dengan banyaknya merek sneakers maka bermunculan juga komunitas-komunitas pecinta sepatu sneakers. Di Indonesia sendiri banyak sekali komunitas sneakers yang aktif sampai saat ini salah satunya ialah komunitas Adidas yang bernama 3Foil. Maka dari itu penelitian ini bertujuan untuk mengetahui pengaruh Online Brand Community Trust, dan Repurchase Intention terhadap Positive E-WOM Intention yang di mediasi oleh Brand Trust dan Brand Love pada anggota komunitas Adidas 3Foil Indonesia/ With the development of the times, the world of fashion has also developed, this is marked by the many fashion brands that have sprung up, including sneakers. Sneakers are becoming popular because they have a function not only for exercising but now the function of sneakers has shifted into casual shoes that can be worn anywhere. With so many sneakers’ brands, communities of sneakers lovers have sprung up. In Indonesia, there are many active sneakers communities, one of which is the Adidas community called 3Foil. Therefore, this study aims to determine the effect of Online Brand Community Trust, Brand Trust, Brand Love on Repurchase Intention and Positive E-WOM Intention among members of the Adidas 3Foil Indonesia community

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