The purpose of the research is to know whether self-expressiveness brand, brand trust, and hedonic product variables positively affect brand love, to know the influence of brand love variable towards positive offline word of mouth and electronic word of mouth, as well as to know the strength of relationship between brand experience and consumer price perception into the relationship between brand love and positive offline word of mouth, brand love, and electronic word of mouth. This research is done in Jakarta, with136 respondents involved. The sampling technique that was used in this research is convenience sampling. Data gathering is conducted by spreading questionnaires, while PLS SEM approach was used in statistical analysis. The result showed that self-expressiveness brand, brand trust, and hedonic product positively affect positive offline word of mouth and electronic word of mouth. Brand experience and price do not moderate the relationships between brand love and positive offline word of mouth, as well as brand love and electronic word of mouth. / Tujuan penelitian ini adalah untuk mengetahui apakah variabel self expressiveness brand, brand trust dan hedonic product berpengaruh positif terhadap brand love, untuk mengetahui pengaruh variabel brand love terhadap positive offline word of mouth dan electronic word of mouth. Serta mengetahui kekuatan hubungan brand experience dan consumer price perception ke dalam hubungan antara brand love dan positive offline word of mouth dan brand love dan electronic word of mouth. Penelitian ini dilakukan di Jakarta dengan melibatkan 136 reponden. Teknik pengambilan sample dalam penelitian ini adalah convenience sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner. Analisis statistik dengan pendekatan PLS SEM. Hasil penelitian ini menunjukan bahwa self expressiveness brand, brand trust dan hedonic product berpengaruh positif terhadap brand love. Brand love berpengaruh positif terhadap positive offline word of mouth dan electronic word of mouth. Brand experience dan price tidak memoderasi hubungan antara brand love dan positive offline word of mouth dan brand love dan electronic word of mouth