Antecedents and Consequences of Brand Attachment
DOI:
https://doi.org/10.33062/mjb.v7i2.8Keywords:
Brand Attachment, Interactivity, Security / Privacy, Usability, WOMAbstract
The purpose of this research was to analyze the effect of Usability, Security / Privacy, Interactivity and Brand Attachment have a positive effect on WOM. The sampling technique in this research used "purposive sampling" with the respondent criteria being individuals who are users of the m banking applicationlication. This research uses primary data obtained through questionnaires distributed to 208 respondents. The results of this research indicate that there is a positive effect Usability, Security / Privacy, Interactivity and Brand Attachment have a positive effect on WOM, a positive effect also has a positive effect Usability, Security / Privacy, Interactivity has an effect on Brand Attachment.
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