The Effect of Advertising and E-WoM on Brand Loyalty through Brand Image: Study on VIVO brand mobile users in Malang City

Abstract

In Indonesia there are 5 smartphone brands that dominate the competition between gadget companies, namely: Samsung, Apple, Oppo, Vivo, Xiaomi. In this study I researched the VIVO brand that marketed its products massively through various advertising media and aimed to create a good brand image in the community. Ads that are spread in various media, for example: television, internet, neonbox, billboards on the streets, and so on. This research aims to find out how VIVO customers respond to VIVO's advertisements and E-WoM about their loyalty to VIVO products. Is the brand image created by VIVO through advertising and e-WoM enough to maintain customer loyalty? The results of this study are that customers respond well to positive ads and e-WoM related to VIVO products. the things that made VIVO still unable to compete were the lack of efforts to take customers from other brands to switch to VIVO. it could be because the quality is still inferior to other brands and the product choices are not too varied.