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

摘要

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.