This study aims to examine the influence of brand image, brand love, value congruity, brand credibility and brand commitment to positive word of mouth communication. The study was conducted on the teachers of KOMPAS newsletters domiciled in Jakarta, Tangerang and Bekasi. Of the several variables
are analyzed which is the most dominant influence, and which does not affect the emergence of positive WOM communications. Based on the analysis known that simultaneously there is a significant relationship between independent variables consisting of five variables of brand image, brand love, value congruity, brand credibility, and brand commitment, to the independent variable WOM positive. Meanwhile, partially there are two variables, namely brand image and value congruity, each of which has no significant effect on the positive WOM. The most influential variables on the occurrence of WOM sequentially are brand commitment, brand love, and brand credibility. These variables become the findings that need to be considered and strengthened for the positive WOM process of KOMPAS newspaper, among teachers increasingly widespread. |