Pengaruh Brand Hate Terhadap Negative Word Of Mouth, Continued Intentions To Use, dan Brand Equity Pada Pelanggan Mcdonald’s di Indonesia Selaku Brand Pro Israel
DOI:
https://doi.org/10.36636/dialektika.v9i2.3964Kata Kunci:
Kebencian Merek, Mulut ke Mulut yang Negatif, Niat Penggunaan Terus Menerus, Ekuitas MerekAbstrak
Penelitian ini dilakukan dengan tujuan untuk menganalisis dan mengidentifikasi pengaruh brand hate terhadap negative word of mouth, continued intentions to use, dan brand equity pada pelanggan Mcdonald’s di Indonesia selaku brand pro Israel. Penelitian dilakukan pada konsumen atau pelanggan yang telah melakukan pembelian di Mcdonald’s dalam beberapa bulan terakhir dengan total populasi berjumlah sebanyak 105 orang. Sampel yang dipergunakan hanya sebanyak 100 responden dikarenakan beberapa sampel tidak sesuai dengan kriteria. Teknik pengumpulan data yang digunakan dengan menggunakan kuesioner melalui google formulir. Pengukuran variabel menggunakan skala Likert dengan skala 1-7 dan analisis untuk olah data menggunakan metode SEM-PLS dengan aplikasi Smart-PLS ver. 3.0. Hasil penelitian menunjukkan bahwa adanya pengaruh brand hate terhadap negative word of mouth, continued intentions to use, dan brand equity pada pelanggan Mcdonald’s di Indonesia selaku brand pro Israel.
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