Strategy to increase word-of-mouth marketing communications
DOI:
https://doi.org/10.1000/av1g6y57Keywords:
brand credibility, service quality, word-of-mouth marketing communicationAbstract
Word-of-mouth is an informal form of communication formed by verbal exchanges between consumers and occurs outside the control of a business. This research aims to investigate the direct and indirect (intermediary) effects of consumer word-of-mouth (WOM) marketing communications, brand reliability, and service quality. This research was carried out using descriptive and relational survey methods, namely quantitative research methods. In this research, the survey method is used to reveal the structural relationships between the variables studied. This research was conducted on fashion fans who live in East Jakarta. The sample used in this research was 328, which was then analyzed using the partial least squares method with structural equation techniques and using SmartPLS software. The research results reveal that brand credibility can influence word-of-mouth behavior and perceived service quality. Service quality has been shown to have a mediating effect on the relationship between brand credibility and word-of-mouth (WOM) marketing communication variables.
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