Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)

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The Effect of Brand Personality of Electronic Word of Mouth on Wardah Products with Brand Preference as an Intervening Variable

Authors
Yunita Engriani, Gadiesha Dina Aulia
Corresponding Author
Yunita Engriani
Available Online September 2019.
DOI
10.2991/piceeba-19.2019.72How to use a DOI?
Keywords
Brand personality, electronic word of mouth, brand preference
Abstract

This study aims to analyze (1) the influence of brand personality on electronic word of mouth, (2) the influence of brand personality on brand preference, (3) the influence of brand preference on electronic word of mouth, and (4) the influence of brand personality on electronic of mouth through brand preference as an intervening variable.This type of research is causative research. The population of this research is all users of wardah products. While the number of research samples is determined based on the purposive sampling method. The sample is 150 people. This study analyzed the data using Structural Equation Modeling (SEM) with Smart PLS 2.0 software.The results of this study indicate that: (1) brand personality has a positive and significant effect on electronic word of mouth, (2) brand personality has a positive and significant effect on brand preference, (3) brand preference has a positive and significant effect on electronic word of mouth, ( 4) brand personality has a positive and significant effect on electronic word of mouth through brand preference as an intervening variable.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
September 2019
ISBN
978-94-6252-797-3
ISSN
2352-5428
DOI
10.2991/piceeba-19.2019.72How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Yunita Engriani
AU  - Gadiesha Dina Aulia
PY  - 2019/09
DA  - 2019/09
TI  - The Effect of Brand Personality of Electronic Word of Mouth on Wardah Products with Brand Preference as an Intervening Variable
BT  - Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)
PB  - Atlantis Press
SP  - 161
EP  - 168
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-19.2019.72
DO  - 10.2991/piceeba-19.2019.72
ID  - Engriani2019/09
ER  -