PENGARUH RELATIONSHIP MARKETING DAN PLAYFULNESS TERHADAP BRAND RESONANCE DIMEDIASI OLEH ELECTRONIC WORD OF MOUTH TERHADAP BUKU IMPOR

Abstract

This study aims to determine the effect of Relationship Marketing and Playfulness on Brand Resonance and mediated by Electronic Word of Mouth for purchasing imported books at Books&Beyond, Periplus, Gramedia & Wonderstore. The population in this study are customers who have shopped for imported books at online stores or offline store outlets at least 1x in the last 6 months, and data was collected using a The SEM Partial Least Squares analysis approach was employed in this study. The results showed that there is a positive influence between Relationship Marketing variables on Electronic Word of Mouth and Brand Resonance, then there is also a positive influence between Electronic Word of Mouth variables on Brand Resonance, However, it has been demonstrated that the variable Playfulness does not have a positive association with Brand Resonance. Because this study was conducted online, there are issues that can be fixed in future studies. It's possible that respondents did not make an effort to fully comprehend and complete the questionnaire statements accurately, and the criteria for respondents were less specific, which could lead to less accurate data. It is suggested that including additional elements that can strengthen brand resonance, such as factors affecting content quality, special offers, publisher confidence, author reputation, and reader satisfaction, will likely play a bigger role in determining brand resonance in the imported book market.