PENGARUH FIRM IMAGE TERHADAP AFFECTIVE LOYALTY DAN COGNITIVE LOYALTY DAN DAMPAKNYA TERHADAP WORD OF MOUTH PADA KONSUMEN PRODUK WARDAH DI YOGYAKARTA

Abstract

The purpose of this study is to analyze and explain the effect of firm image on affective loyalty and cognitive loyalty as well as its impact on word of mouth on Wardah consumers in Yogyakarta. The sample used in this study were customers who buy and use Wardah cosmetic products in Yogyakarta. Accidental sampling was used as the sampling technique. The researchers used questionnaire to collect the primary data with the total of 200 respondents. In this study, the researchers also used regression to determine the effect of firm image on affective loyalty and cognitive loyalty as well as its impact on word of mouth. The results showed simple and multiple linear regression analysis on the T test which showed that the firm image has a significant effect on affective loyalty and firm image has a significant effect on cognitive loyalty. The results of F test showed that firm image, affective loyalty and cognitive loyalty can simultaneously predict the changes in word of mouth. The test results of the coefficient of determination or R ² word of mouth are affected by firm image, affective loyalty and cognitive loyalty. The analysis resulted in firm image has a positive effect on affective loyalty, firm image has a positive effect on cognitive loyalty, affective loyalty has a positive effect on word of mouth, cognitive loyalty has a positive effect on word of mouth and firm image has a positive effect on word of mouth.