Penelitian ini dilakukan dengan tujuan untuk mengevaluasi dan menganalisis bagaimana brand image, brand love, dan brand commitment memengaruhi positive word-of-mouth (WOM) di kalangan pengguna handphone Samsung di Indonesia. Studi ini mengadopsi pendekatan kuantitatif, di mana data dikumpulkan melalui kuesioner online berbasis Google Forms yang disebarluaskan secara daring kepada responden. Penelitian ini melibatkan 305 responden yang dipilih menggunakan metode purposive sampling, yaitu berdasarkan kriteria tertentu yang sesuai dengan tujuan penelitian. Berdasarkan hasil analisis, seluruh dari enam hipotesis yang diajukan berhasil didukung secara signifikan, menunjukkan adanya hubungan yang kuat antara variabel-variabel yang diteliti. Temuan utama menunjukkan bahwa brand image memiliki pengaruh positif terhadap brand love, brand commitment, dan positive WOM. Selain itu, brand love juga terbukti berpengaruh positif terhadap brand commitment dan positive WOM. Terakhir, brand commitment berpengaruh positif terhadap positive WOM. Temuan ini mengindikasikan bahwa persepsi positif terhadap merek serta ikatan emosional dan komitmen konsumen terhadap handphone Samsung secara signifikan mendorong mereka untuk memberikan rekomendasi positif kepada orang lain. / This study was conducted with the aim of evaluating and analyzing how brand image, brand love, and brand commitment influence positive word-of-mouth (WOM) among Samsung mobile phone users in Indonesia. This study adopted a quantitative approach, where data were collected through an online questionnaire based on Google Forms that was distributed online to respondents. This study involved 305 respondents who were selected using a purposive sampling method, namely based on certain criteria that were in accordance with the objectives of the study. Based on the results of the analysis, all of the six hypotheses proposed were significantly supported, indicating a strong relationship between the variables studied. The main findings show that brand image has a positive influence on brand love, brand commitment, and positive WOM. In addition, brand love is also proven to have a positive effect on brand commitment and positive WOM. Finally, brand commitment has a positive effect on positive WOM. These findings indicate that positive perceptions of the brand as well as emotional ties and consumer commitment to Samsung mobile phones significantly encourage them to provide positive recommendations to others.