THE INFLUENCE OF WORD OF MOUTH (WOM) ON BRAND EQUITY AND THE IMPACT TO PURCHASING DECISION: A STUDY ON COSPLAY COMMUNITY

Abstract

The development of technology communication and the society high activity makes the needs of the community even more diverse, especially related to the hobbies. The channel communities share their hobbies in a community, then with this community, they try to find the products that can support their activities. This study aims to determine the relationship between word of mouth (WOM) to brand equity and purchasing decisions. This research use survey method and questionnaires to collect the data. The sample of the research is Costume Play (Cosplay) community. The result show that brand loyalty and brand association