Penelitian ini bertujuan untuk menganalisis pengaruh brand love dan service quality terhadap brand loyalty yang dimediasi oleh electronic word of mouth (e-wom) pada diving tourism kota sabang. penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. sampel penelitian berjumlah 190 pengunjung diving tourism kota sabang yang memenuhi kriteria sebagai responden. analisis data dilakukan menggunakan metode partial least squares-structural equation modeling (pls-sem) dengan bantuan perangkat lunak smartpls. hasil penelitian menunjukkan bahwa brand love, service quality, dan electronic word of mouth (e-wom) berpengaruh positif dan signifikan terhadap brand loyalty. selain itu, brand love dan service quality juga berpengaruh positif dan signifikan terhadap electronic word of mouth (e-wom). hasil pengujian mediasi menunjukkan bahwa electronic word of mouth (e-wom) mampu memediasi secara parsial pengaruh brand love dan service quality terhadap brand loyalty pada diving tourism kota sabang. kata kunci : brand loyalty, brand love, service quality, e-wom
Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
PENGARUH BRAND LOVE DAN SERVICE QUALITY TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH ELECTRONIC WORD OF MOUTH (E-WOM) PADA DIVING TOURISM KOTA SABANG. Banda Aceh Fakultas Ekonomi dan Bisnis,2026
Baca Juga : PENGARUH SOCIAL MEDIA MARKETING TERHADAP CONSUMER-BASED BRAND EQUITY YANG DIMEDIASI OLEH BRAND EXPERIENCE DAN SOCIAL MEDIA BENEFIT PADA KONSUMEN BRAND LAFIYE (AFIFAH DURRATUL HIKMAH, 2025)
Abstract
This study aims to analyze the influence of brand love and service quality on brand loyalty mediated by Electronic Word of Mouth (E-WOM) in Diving Tourism of Sabang City. This research employed a quantitative approach using a purposive sampling technique. The sample consisted of 190 visitors to Diving Tourism in Sabang City who met the predetermined criteria. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The findings indicate that brand love, service quality, and Electronic Word of Mouth (E-WOM) have a positive and significant effect on brand loyalty. Furthermore, brand love and service quality also have a positive and significant effect on Electronic Word of Mouth (E-WOM). The mediation analysis reveals that Electronic Word of Mouth (E-WOM) partially mediates the relationship between brand love and service quality on brand loyalty in Diving Tourism of Sabang City. Keywords : Brand Loyalty, Brand Love, Service Quality, E-WOM