Influence e-word of mouth and brand awareness to loyalty brand on era pandemic year 2020
Study case on consumers of wedding organizer services in Palembang
Keywords:
brand awareness, COVID-19 pandemic, e-word of mouth, loyalty brand, wedding organizer servicesAbstract
The study aimed to know the influence of e-word of mouth and brand awareness on loyalty in the pandemic era year 2020 (study case on consumer service wedding organizer in Palembang city). The study population is consumers who use service wedding organizers in the town of Palembang year 2020. Selected respondents in the study is para consumer who bought service wedding organizers during the pandemic era in South Sumatra province. As many as 154 respondents with using the non-probability sampling technique. The multiple linear regression analysis shows that E-word of mouth and brand awareness positively and significantly affect loyalty. Show c image very influential wedding organizer in creating a good image with gift review to services that have been used. Give service customer relations to build good connections with consumers who have used it Becomes important for giving impressions, messages, and feedback to services that have been given after-sales service to consumers who have used service wedding organizers to shape concern or addiction service customer relations.
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