Sutan Naufal Al Khadafi, Effects of Brand Experience, Brand Loyalty, and Self CongruityonPositiveWordofMouthwithBrandLoveasanIntervening Variable.Yulianti Prihatiningrum (Supervisor)

Keywords:brandexperience,brandloyalty,selfcongruity,brandlove,positivewordof mouth

This study aims to determine and analyze the influence of brand experience, brand loyalty, self congruity on positive word of mouth through brand love, brand love as an intervening variable in the relationship between brand experience, brand loyalty, self congruity on positive word of mouth in shop customers Starbucks coffee.

This research method uses a questionnairewith 184 Starbucks Banjarbaru customers assamplesandhasbeenselectedfromapopulationofallcustomers.Variablemeasurement usestheLikertScaletechniquewithaweightscalefrom1to5.Dataanalysisusesthepartial least squares with the help of the SmartPLS program.

Theresultsofthestudyconcludethatbrandexperience,thebrandloyalty,andtheself congruity have a positive effect on positive word of mouth. Brand love mediates the effects of brand experience, brand loyalty, self congruity on positive word of mouth.