The Effect of Constumer Engagement on Positive-Wom and Negative-Wom on Sneakers Brands mediated by Brand Love

This study aims to analyze whether there is an impact between brand relationship quality on brand love, brand relationship quality with consumer engagement, consumer community identification with brand love, consumer community identification on consumer engagement, consumer engagement with brand love, brand love with positive word of mouth and brand love with negative word of mouth. The sample obtained amounted to 224 through an online google form, the sampling technique, namely purposive sampling, focused on individuals who have purchased sneakers online on social media with a purchase limit of two times in the past year. In this study using the Structural Equation Model (SEM) with the help of the Amos22 program. The results of this study found that all hypotheses have a positive impact between variables.