PENGARUH EXCITEMENT, BRAND IMAGE DAN BRAND LOVE TERHADAP WOM PADA MEREK ERIGO

This study aims to analyze the effect of excitement, brand image, and brand love on WOM. Exogenous variables in this study are excitement, brand image, brand love and WOM as endogenous variables. The object of this research is the fashion brand Erigo with a total sample of 210 respondents. The data analysis technique in this study used Structural Equation Modeling (SEM) with AMOS 22 analysis tool. Based on the results of the study, it showed that excitement, brand image, and brand love had a positive and significant effect on WOM. Excitement has a positive and significant effect on brand image, and brand love, and brand image has a positive and significant effect on brand love.