Brand Commitment Analysis in improving Electronic Word Of Mouth
Puspo Dewi Dirgantari1,*, Ratih Hurriyati2, Indira Siti Ashyfa3, Ridwan Purnama4

Universitas Pendidikan Indonesia

Abstract

This study aims to determine the effect of brand commitment on electronic word of mouth on music streaming application users in Indonesia. The research method used is quantitative with as many as 400 respondents who use streaming music applications. The data analysis technique uses path analysis. The results showed that brand commitment had an effect on electronic word of mouth. The dimension of continuance commitment in brand commitment gives the greatest contribution to electronic word of mouth.

Keywords: Commitment, Electronic Word of Mouth, eWOM, Streaming Music App

Topic: Marketing Management