ANALYSIS SELF-EXPRESSIVE, BRAND TRUST, HEDONIC PRODUCT AND E-WOM ON BRAND LOVE DAON JAJAR ECOPRINT BONTANG

This thesis aims to examine the relationship and analyze between self-expressive, brand trust, hedonic product and e-WOM on brand love of Daon Jajar Ecoprint in Bontang city. A survey was conducted on users of Daon Jajar Ecoprint products which resulted in 51 valid responses. The existence of ewom variables is significantly influenced by brand love variables, while brand love is influenced by self-expressive, hedonic products. This study also shows that brand trust is not supported to have a significant effect on brand love for Daon Jajar Ecoprint consumers. Consumers do not yet fully trust and rely on the existence of Daon Jajar Ecoprint. In this case, brand trust is more influenced by emotional factors than rational and logical aspects. This study contributes to the literature by introducing and analyzing between self-expressive variables, brand trust, hedonic product and e-WOM on Daon Jajar Ecoprint brand love.


INTRODUCTION
The environmentally friendly fashion MSME industry in Indonesia is starting to show its performance with the existence and enthusiasm of brands by launching sustainable fashion trends.Data from the Ministry of Cooperatives and SMEs that MSMEs currently reach 64.9 million with a contribution to GDP / Gross Domestic Product worth IDR 8,573.89trillion or reaching a total of 61.97%, proves this existence (bpkm.go.id, 2021).Government support is also carried out by providing waivers of licensing fees for the establishment and exemption of licensing fees for small/micro businesses and affordable financing for MSMEs (kemenkeu.go.id, 2020).In addition, there are survey results that reveal that around 95% of MSMEs expressed interest in environmentally friendly business practices with a strong interest by women-owned businesses (liputan6.com, 2021).The Indonesian Ministry of Cooperatives and SMEs, and Indosat Ooredoo have conducted this survey in collaboration with the United Nations Development Program (UNDP).
The growth of environmentally friendly MSMEs and the creative economy, one of which is the Daon Jajar Ecoprint brand in Guntung Village, Bontang City, East Kalimantan.Daon Jajar Ecoprint is a cultural preservation brand created by mothers who are members of the Matahari Women's Group.They are a small and medium business group, one of the businesses assisted by PT Pertamina Gas Kalimantan Area which was established in 2018.It is a group of housewives who live in the Guntung Village area who were initially interested in developing the concept of entrepreneurship to make money from home while carrying out their daily duties as housewives.
Daon Jajar Ecoprint is a fashion brand that is an eco-friendly product based on ecoprint.In creating their products, they make patterned fabrics using natural dyes such as sappan leaves, mahogany, mango forest, rambutan skin and others.The fabric will be sold and made into fashion products such as shirts, jackets, dresses, mukenas and bags.In the process, of course, they pay attention to environmentally friendly aspects that support sustainability.
Approaches such as selfexpressive, brand trust, hedonic product and e-WOM become a multisensory brand love approach as the industry develops which is currently a lot and is starting to attract attention, especially the fashion industry.According to Schultz et al. (1989), brands are used as symbols of self and ideal self, and according to Fournier (1998), consumers can associate brands with certain individuals.Consumers are equally motivated to be part of a group and also seek a unique sense of self (Kleineet et al., 1995).Self-concept according to Ball and Tasaki (1992), is divided into social and inner selfconcepts.According to Joji and Ashwin (2012), self-concept consists of the real self and the ideal self.While the social self is public and seeks reference group approval, the inner self is private and pursues individual achievement.
Correspondingly, the real self is what consumers perceive themselves to be, while the ideal self is how consumers perceive themselves as they aspire to be.Brands can be used to support one's self-image, as a result of their symbolic nature (Matzler et al., 2011) and help consumers build an aspirational self-image (Escalas and Bettman, 2003).Batra et al. (2012) demonstrate how people will compare the characteristics of their preferred consumer goods with their own consumer goods.Matzler et al. (2011) and Wallace et al. (2014) both highlight how emotionally appealing products and brands not only align with customers' self-perceptions, but also encourage them to share those perceptions with others.Therefore, to develop brand love, a consumer must have a feeling of psychological closeness to a particular brand (Joji and Ashwin, 2012).As a result, time, energy, and resources are more likely to be invested into the beloved object in the process of selfdevelopment (Park et al., 2010).
Previous research (Huber et al., 2015) also shows that brands that encourage consumers to express themselves are more likely to be loved.Carroll and Ahuvia (2006), Wallace et al. (2014) confirmed this and found a strong relationship between brand selfexpressiveness and brand love because brands allow people to express themselves to others (Batra et al., 2012;Matzler et al., 2011), brand selfexpressiveness is defined as an antecedent of brand love (Huber et al., 2015).Consumers choose brands that they believe members of their aspiration or reference group would choose in a particular field.From this, by associating, forming groups with stereotypical brand users, and eventually separating themselves from other brand users, consumers can validate their self-image.Trust is a major factor in the formation of any long-term relationship (Morgan and Hunt, 1994) and is used as a mental foundation.A shortcut to reduce uncertainty and the need for mental processing (Moorman et al., 1992).As brands, relationships with consumers are considered a substitute for human contact between companies and their customers (Matzler et al., 2008), brand trust is a necessary prerequisite for all brands to have long-term relationships with consumers (Matzler et al., 2008).
Characterizing brand trust as an affective experience (Esch et al., 2006) relates to expectations of brand honesty, altruism and reliability (Albert and Merunka, 2013).This suggests that it develops over time as a result of consumer experiences as well as brand interactions.This is one of the factors that influence consumers' emotional bond to a brand (Langner et al., 2015).Therefore, strong brand trust is a key factor in brand love because it shapes positive outcomes such as positive attitudes, strong commitment and loyalty (Knox et al., 1993;Drennan et al., 2015).
According to Delgado-Ballester and Munuara-Aleman ( 2001), this appears to be a result of consumers' overall satisfaction with a particular brand.Reached brand trust is a result of the history and future of the brand, and is therefore a prerequisite for brand love (Drennan et al., 2015).Aspects of utilitarian and hedonic values influence consumers' purchasing and consumption habits (Dhar and Wertenbroch, 2000).Hedonic products include sensual pleasure, affective and sensory aesthetic experiences, fantasy and also pleasure (Joji and Ashwin, 2012).Brands that provide hedonic value are largely perceived as rich in affect (Suh, 2009) and are largely experienced subjectively (Babin et al., 1994).Therefore, they are considered more instinctive than brands that provide utilitarian value (Suh, 2009).In addition, hedonic value fulfills the need for self-expression and prestige, which encourages positive emotional arousal, good feelings, and loyalty to the brand (Huber et al., 2015).Thus, customers have a stronger attachment to brands that provide hedonic value than brands that focus more on functional value (Lastovicka and Sirianni, 2011).According to Batra et al. (2012), brand love combines brand-related cognitions and emotions and the value that brands provide is an important antecedent of brand love.In previous research, hedonic products in particular have been found to strongly influence brand love (Chaudhuri and Holbrook, 2001).For example, the findings of Huber et al. (2015) show a favorable correlation between hedonistic products and brand love.Thus, hedonic products are positively related to consumers' tendency to form brand love (Huber et al., 2015).
Word of mouth (WOM) can be understood as statements made by current or previous customers, as well as potential customers regarding a brand or business sold through online and offline channels (Hennig-Thurau et al., 2014).Although the essence of WOM behavior is consistent whether offline or online based, there are differences between the two.E-WOM consists mostly of written communication, whereas offline WOM is mostly spoken.E-WOM is more subject to ripple effects and may be easier for companies to control compared to offline WOM (Huang et al., 2011).
In addition, Lastovicka and Sirianni (2011) argue that consumers who like the product may be misled by their offline WOM behavior and engage in WOM only in certain situations or with certain individuals.Therefore, although e-WOM and offline WOM are conceptualized as the result of brand attachment, it makes more sense to distinguish between the two (Batra et al., 2012).With regard to WOM, talking about a brand to others is considered an important part of an individual's identity construction (Holt, 1997).
It is motivated by the intention of helping the recipient (Steffes and Burgee, 2009) and also fulfills people's social needs by connecting them with others (Sheth and Parvatiyar, 1995).According to Chung and Darke (2006), WOM tends to be created from selfrelevant and hedonic products rather than utilitarian products, because WOM regarding self-relevant products has a function as a means of providing social benefits and also as a means of selfpresentation.In addition, Kudeshia et al. (2016) showed that there is a favorable and significant relationship between brand love and WOM.
Thus, brand love is thought to directly predict positive WOM (Fetscherin, 2014) and also act as a mediator between self-expressive and WOM (Wallace et al., 2014) and between hedonic product and WOM (Carroll and Ahuvia, 2006).
In analyzing the Daon Jajar Ecoprint brand, the author raises several questions including.1) Is brand love of Daon Jajar Ecoprint consumers positively influenced by self-expressive?2) Is brand love of Daon Jajar Ecoprint consumers positively influenced by brand trust?3) Is consumer brand love of Daon Jajar Ecoprint positively influenced by hedonic product?4) Is consumer brand love of Daon Jajar Ecoprint positively influenced by electronic word of mouth?

Brand Love
Love can be defined as a combination of the subjectively experienced dimensions of intimacy, passion and commitment (Aron and Westbay, 1996).Carroll and Ahuvia (2006) define brand love as a passionate and satisfying emotional bond between consumers and a particular brand.Carroll and Ahuvia (2006) conducted an analysis that shows that brand love is different from satisfaction, including.1) Brand love is conceptualized as a more affective assessment, whereas satisfaction is conceptualized as a cognitive assessment.
2) Brand love develops over time and is more related to long-term brand relationships, whereas satisfaction is usually related to transactions.3) Brand love is related to confirmation of expectations, whereas satisfaction itself is related to disconfirmation of expectations.4) Brand love requires integration of the brand into consumers' identity or their willingness to express love for the brand, whereas satisfaction does not require this.Attachment to the brand, which is a prerequisite for brand love, develops over time and requires affective memories that connect the object with oneself (Holmes, 2000).Therefore, brand love is built on various affectiveladen perceptions, e.g.brand-self integration, behavior driven by love of what is done, strong emotional connection, committed relationship, positive outlook (attitude assurance and confidence) and separation disruption (Batra et al., 2012).It can be ascertained that brand love is not an attitude or a higher level of brand satisfaction, but a much stronger or positive consumer relationship with the brand.There are 5 characteristics of brand love, according to Albert, et al. (2009).1) Passion for the brand, which is defined as the strong desire of consumers to own products from certain brands.2) Attachment to the brand (attachment for the brand) where consumers have a feeling of attachment to a brand so that customers feel compelled to own at least some products from the same brand.3) Positive evaluation of the brand, where consumer reviews are given after using a product, so that if customers with a high level of brand loyalty will provide positive feedback.

4) When customers use a brand product,
positive emotions are experienced in response to the brand.This feeling is referred to as a favorable reaction as a brand.5) The declaration of love for the brand expressed by consumers to the brand to show an indication of consumers' good feelings towards the brand.
If consumers have felt love for the brand, then brand love itself will create an impact.Some of the results of the impact of brand love according to Potinha and Coelho do Vale (2020) include. 1) Brand loyalty which has a positive impact on the level of consumer commitment to buy products repeatedly, thus having a positive impact on marketing.2) Positive WOM that affects consumer behavior so that people who enjoy a brand tend to not only talk about the brand but also recommend it.3) Brand love will be associated with forgiving brand failures if they are in a bad situation, known as negative information resistance.

Self-Expressive
Self-expressive is defined by Carroll and Ahuvia ( 2006) as consumers' views on how much a brand can enhance one's social identity or social self.Brand love, as well as other strong and positive feelings, will be facilitated by brand identification.Selfexpressive as a self-concept of how a person expresses themselves when they want to stand out from others in relation to social symbols and make more individualistic efforts for themselves (Ruane and Wallace, 2015).According to Batra et al., (2012) there is a correlation between self-identity and the use of brands that are loved with certain brands.Brands can also be groups/group associations which according to Khare et al. (2012) and also Ruane and Wallace (2015), if using a particular brand, it will connect individuals with groups/groups that have the same preferences.

Brand Trust
Brand trust, defined by Chaudhuri and Holbrook ( 2001), is when a person wants to distinguish themselves from others in terms of social symbols and more individualistic efforts are made for themselves, then they do so through self-expression as a self-concept (Ruane and Wallace, 2015).A correlation between selfidentity and the use of beloved and specific brands has been found by Batra et al. (2012).According to Khare et al. (2012); Ruane and Wallace (2015), brands can also be groups or group associations.Using a particular brand will connect people to a group or groups that have the same brand preferences.
Strategic partnerships are built on trust because the quality of relationships fostered by trust is valuable in situations where a group wants to commit to the relationship.Consumer trust in a brand is power for a business.Customers are free to choose the goods they need, the brands they prefer, and the merchants they trust.Companies that develop this trust will find it difficult to attract customers from other businesses.
Trust needs to be developed because consumers know that they can rely on a trusted brand, by reducing demand if they feel in an uncomfortable environment.This is due to the expectation that the other party will act according to the needs and desires of consumers.WhenIf a product brand is able to satisfy consumers' needs, values, and self-concept, trust in the brand will automatically increase.

Hedonic Product
Hedonic products are defined by Hirschman and Holbrook (1982) as objects that are consumed, purchased, or used and whose personality is influenced by affective values, experiences, or emotions such as pleasure, fantasy, or happiness.Hedonic products are products that provide consumers with hedonic benefits such as pleasure, happiness, and satisfaction.The consumption of hedonistic products is driven by the consumer's desire to have a positive psychological reaction to the product.
Consequently, the experience of buying or using the product will produce an emotional response (Messina, 2018).A number of studies have shown that hedonic products can generate favorable emotional reactions because the hedonic value obtained is able to fulfill personal or prestige needs, especially in the development of brand love (Hwang and Kandampully 2012;Huber et al., 2015).The discovery of long-term effects or responses after consumption of hedonic products is an interesting finding in Huber et al.'s (2015) study.
Surprisingly, the tendency of hedonistic product reactions to brand love has not changed much over the years.This suggests the importance of hedonic components in consumers' perceptions of their interactions with brands, such as enjoyment and pleasure.Consumers often use hedonistic products as a form of self-expression or as social symbols because they offer more symbolic benefits.More passionate feelings towards a brand expressed as brand love are given by brands that can provide hedonic benefits, especially in the form of high pleasure or enjoyment.This is a study conducted by Huber et al. (2015), so even if a product offers great hedonic benefits, the value of these benefits must still be taken into account.

E-WOM
Kotler and Keller ( 2016) define e-WOM, also known as electronic word of mouth, as marketing that uses the internet to generate word-of-mouth effects in support of marketing efforts and objectives.WOM has a significant influence on consumer purchasing habits.Potentially more reliable than commercial sources such as advertising and salespeople are the reliable recommendations of friends, colleagues and other customers.WOM usually develops organically, starting with customers telling others about the products or services they use.E-WOM communication on webbased opinion platforms can start from a desire to help other consumers in their purchasing decisions, to protect others from unpleasant experiences, or both according to Kotler and Armstrong (2014) and Hennig-Thurau et al. (2004).Consequently, such communication may include customer experiences pleasant and unpleasant experiences with a brand or business.E-WOM is defined by Sari (2014) as statements made by customers, current or former customers, to many individuals and institutions via the internet.
Thus, in today's marketing world communication, electronic word of mouth can be considered a relatively new phenomenon.Through online media, people share information on positive and negative experiences about things they have experienced themselves or that others have experienced before.From the conceptual model in Figure 1. the researcher analyzes the multisensory brand factor as a driving factor for brand love that affects the Daon Jajar Ecoprint brand in the Bontang area, the research output focuses on analyzing self-expressive, brand trust, hedonic product and e-WOM on brand love.

Self-expressive hypothesis
Brands are used as symbols of self and ideal self (Schultz et al., 1989), where according to Fournier (1998), consumers may associate brands with specific individuals.According to Kleine et al. (1995), consumers are equally motivated to belong to a group and also seek a unique sense of self.Self-concept can be divided into notions of social and inner self (Ball and Tasaki, 1992) and real and ideal self (Joji and Ashwin, 2012).While the social self is public and seeks the approval of a reference group, the inner self is private and pursues individual achievement.In line with this, the real self is the ideal self that consumers aspire to and that is how consumers perceive themselves.Because of their symbolic nature, brands can be used to support people's self-image and assist customers in creating an aspirational self (Escalas and Bettman, 2003); (Matzler et al., 2011).For example, according to Batra et al. (2012) consumers describe the features of products they like as similar to their own.
According to Mazler et al. ( 2011) and Wallace et al. (2014), products and brands that engage emotions are products that not only resonate with customers' self-perceptions but also encourage them to share those perceptions with others.Therefore, consumers need to feel psychologically connected to a brand to develop brand love (Joji and Aswin, 2012).As a result in the process of self-development, it is likely that time, energy and resources will be dedicated to the object of love (Park et al., 2010).
Brands that encourage customers to express themselves are more likely to be loved, according to previous studies by Albert and Merunka (2013); Huber (2015); Ahuvia and Carol (2006).This is also supported by a study conducted by Wallace et al. (2014), which found a significant relationship between brand self-expression and brand love.Consequently, brands are used to express themselves to others (Batra et al., 2012;Matzler et al., 2011) and brand self-expression is considered a prerequisite for brand love (Huber et al., 2015;Park et al., 2010).Customers will choose brands that they think people in their reference or aspiration groups in a particular industry will choose.
Customers differentiate themselves from other brand users by associating themselves with prototypical brand users, which serves to validate their self-image.The inference that brand love by selfexpressive is delivered as follows.H1.Self-expressive of a brand has a positive influence on brand love.

Brand Trust Hypothesis
Trust is a major factor in the formation of any long-term connection (Morgan and Hunt, 1994) and is used as a mental foundation.A shortcut to reduce uncertainty and the need for mental processing (Moorman et al., 1992).As consumer brand relationships are considered a substitute for human contact between a company and its customers (Matzler et al., 2008), brand trust is a necessary prerequisite for all long-term brand-consumer relationships (Matzler et al., 2008).
In this study, brand trust is defined as consumers' affect-based experience of a particular brand (Esch et al., 2006), which makes them dependent on the brand's performance, as indicated by their trust in the brand promise and delivered by the brand owner (Albert and Merunka, 2013).Brand trust is characterized as an affective experience (Esch et al., 2006) influenced by consumers' experiences and interactions with the brand, which means that it is built up gradually.It is related to expectations of brand honesty, altruism and reliability (Albert and Merunka, 2013).
It is considered a driver of consumers' emotional attachment to a brand (Langner et al., 2015).Consequently, strong brand trust is a key factor in brand love because it shapes favorable outcomes such as positive attitudes, commitment and strong loyalty (Knox et al., 1993;Albert et al., 2008;Drennan et al., 2015).
According to Delgado-Ballester and Munuera-Aleman (2001), it is the result of consumers' overall satisfaction with a particular brand.In short, brand love is a prerequisite for past and present brand trust (Albert and Merunka, 2013;Drennan et al., 2015).As a result we can draw the following conclusions about brand trust.H2.A brand's brand trust has a positive influence on brand love.

Hedonic Product Hypothesis
Utilitarian and hedonic value aspects influence consumer purchases and consumption behavior (Dhar and Wertenbroch, 2000).Aesthetics, sensory enjoyment, fantasy, and pleasure are affective and sensory experiences that have hedonic value (Joji and Ashwin, 2012).Hedonic brands are mainly considered to have a rich influence and are mainly experienced subjectively (Suh, 2009;Babin et al., 1994).As a result, when compared to brands that provide utilitarian value, these brands are valued intuitively (Suh, 2009).
In addition, hedonic value fulfills the needs of self-expression and prestige, eliciting pleasant emotions, good feelings and affection towards the brand (Huber et al., 2015).As a result, consumers have a stronger attachment to brands that focus more on functional value (Lastovicka and Sirianni, 2011;Thomson et al., 2013).
According to Batra et al. (2012), brand love combines brand-related cognitions and emotions, and the value the brand provides is an important antecedent of brand love.In previous research, hedonic products in particular have been found to strongly influence brand love (Chaudhuri and Holbrook, 2001).For example, the findings of Carroll and Ahuvia (2006) and Huber et al. (2015) show a positive relationship between hedonic products and brand love.The tendency of consumers to develop brand love is positively correlated with hedonic products.Thus, it can be hypothesized that: H3.A brand's hedonic product has a positive influence on brand love.

Ewom Hypothesis
WOM is understood as the availability of online and offline channels, customer reviews of a product or business, both favorable and unfavorable (Hennig-Thurau et al., 2004).Although there are differences in the essence of WOM behavior is consistent whether offline or online based.E-WOM consists mostly of written communication (whereas offline WOM is mostly spoken) and can be one-to-one, one-to-many or manyto-many (offline WOM mostly occurs in one-to-one form).
WOM is more subject to ripple effects and may be easier for companies to control compared to offline WOM (Huang et al., 2011).In addition, Lastovicka and Sirianni (2011) suggest that customers who have a favorite product may be selective in their offline WOM behavior and that offline WOM is more likely to have a ripple effect.The data used in this study were collected through distributing questionnaires online through Whatsapp and G-form messaging media.
Online distribution of questionnaires is expected to help researchers to obtain large amounts of data and also quickly and efficiently.Researchers used the PLS (partial least squares) method in this study to test the hypothesis.The following are the characteristics of the respondents who participated in the study, as listed in Table 1.
Validity testing is conducted to determine the reliability of the relationship between indicators and latent variables.In this study, the PLS-Algorithm approach was used to test SmartPLS 4. The convergent validity test considers the outer loadings value, which must be greater than 0.60, and the average variance extended (AVE), which must be greater than 0.50.Two indicators of brand love statements in the convergent validity test Table 2. did not meet the ideal outer loadings value.Researchers removed these indicators because statements such as BL3 "I have neutral feelings towards the Daon Jajar Ecoprint brand" and BL6 "I have no special feelings towards the Daon Jajar Ecoprint brand" did not meet the ideal value.The results of the outer loadings value as a whole reach the ideal value of> 0.6 after removal.Table 2 shows that each variable is valid because the outer loadings value is greater than 0.6.
After evaluating the outer loadings, the researcher conducted Average Variance Extended (AVE) testing.The value for each variable is determined by the results of Table 4.3 which shows a number above 0.5 with the highest AVE value in the e-WOM variable of 0.815 and the lowest value in the self-expressive variable of 0.560.To ensure that a variable does not correlate with other variables, researchers conduct a discriminant validity test.This can be seen from the requirement that the correlation value between variables must be smaller than the correlation value with individual variables.Researchers evaluated the efficacy of cross loadings and Fornell-Lacker Criterion to test discriminant validity shown in Table 4, which shows that the Fornell-Lacker criterion value of latent variables exceeds the correlation value with other variables.As a result, the cross loadings and Fornell-Lacker Criterion values for all variables pass the discriminant validity test.indicates that the brand trust variable has a negative influence on the brand love variable and is not significant in the case of this study.In addition, the pvalue of 0.278 > 0.05 leads to the conclusion that the Daon Jajar Ecoprint brand trust variable is not significant in this study has a significant influence on brand love.This description leads to the conclusion that the second hypothesis is not supported.The β = 0.593 and pvalues = 0.000, which obtained a Tstatistic value of 5.031 > T-Table value of 1.96, indicate that the hedonic product variable has a positive effect on the brand love variable and is significant in this study.The p-values of 0.000 <0.05 further support the finding that the hedonic product variable has a significant effect on brand love.This description leads to the conclusion that the third hypothesis is supported.The β = 0.637 and p-values = 0.000, which obtained a T-statistic value of 7.771 > T-Table value of 1.96, indicate that the brand love variable has a positive effect on the e-WOM variable and is significant in this study.Daon Jajar Ecoprint's e-WOM variable is significantly influenced by the brand love variable, according to the p-value of 0.000 < 0.05.This description leads to the conclusion that the fourth hypothesis is supported.

RESULT AND DISCUSSION
This study looks at selfexpression, brand trust, hedonic products, and e-WOM on Daon Jajar Ecoprint's brand love.Respondents who have used or purchased Daon Jajar Ecoprint products are the target of this study.Using hypothesis testing, the researcher found that the brand love variable has a positive and significant impact on the word of mouth e-WOM effect created in Daon Jajar Ecoprint customers.The variance of the e-WOM variable is 41% influenced by the brand love variable, according to the results of measuring the coefficient of determination R2 and the remaining 59% is influenced by other variables not included in this study.Brand love is considered a driver of consumers' emotional attachment to a brand if consumers have experienced it.Brand love itself will have an impact if consumers have experienced it (Langner et al., 2015).This results from general consumer satisfaction with a particular brand (Delgado-Ballester and Munuera-Aleman, 2001).Positive word of mouth (WOM) has an impact on consumer choice because it affects how likely consumers are to not only talk about but also recommend their favorite brands.
When looking at the results of descriptive statistical analysis, respondents like to spread positive word of mouth about Daon Jajar Ecoprint.This can be seen from the e-WOM indicators with the indicator "I try to spread good news about this Daon Jajar Ecoprint brand on the internet" as the highest value with an average value of 3.647 (category: Agree) while the indicator "I talk about the Daon Jajar Ecoprint brand in the online environment" as the low assessment with an average value of 3.549 (category: Agree).Thus, it is concluded that the e-WOM element in the brand love of Daon Jajar Ecoprint in the eyes of its consumers is good.
Respondents like Daon Jajar Ecoprint brand products, this can be seen from the highest statement "I like the Daon Jajar Ecoprint brand" which has an average value of 4.137 (category: Agree) and the statement "I am very attached to the Daon Jajar Ecoprint brand" as the lowest value with an average value of 3.255(category: Neutral).Thus, it is concluded that Daon Jajar Ecoprint brand with the element of brand love in the eyes of its customers is good.
Furthermore, in this study, the results of the brand love hypothesis test formed in Daon Jajar Ecoprint consumers are positively and significantly influenced by selfexpressive variables, and hedonic products.72% brand love variables are influenced by self-expressive variables, hedonic products, while the remaining 28% is influenced by other variables, obtained from the results of measuring R2 coefficient of determination.Hedonic products and self-expressive products are multisensory brands that are very important for creating brand love factors for consumers because selfexpressive products allow people to express themselves through social symbols, more individualistic personal achievements, and other ways to be different from others (Ruane and Wallace, 2015).
Brand love, according to Batra et al. (2012), combines cognitions and emotions related to the brand, with the value the brand offers as the main antecedent.Hedonic products in particular have been found to have a significant impact on brand love in previous research (Chauduri and Holbrook, 2001).Then in terms of brand trust, it does not significantly affect brand love as shown by the results of this study.Consumers do not yet fully trust and rely on the existence of Daon Jajar Ecoprint.Consumers are considered not to have given strong trust to the Daon Jajar Ecoprint brand in the direction of good results.Brand trust should be characterized by affective experiences related to expectations of brand honesty, altruism, and reliability, which are built by consumers' experiences with the brand.It is considered a driver of consumers' emotional attachment to a brand (Langner et al., 2015).
In contrast, brand trust is more influenced by emotional factors compared to rational and logical aspects.In the case of Daon Jajar Ecoprint, this relates to the character of Bontang residents who live by the sea, influencing the acceptance of ecoprint products with dim motifs, not as good as the acceptance of more colorful Bontang batik products.Daon Jajar Ecoprint products have not been able to fulfill the expected value according to consumers' beliefs.The age selection characteristics of respondents starting from the age of 17 in this study, allow that the acceptance of consumer purchasing power is not yet established in purchasing high-priced products.In addition, the long and complicated ecoprint production process is not supported by the results as a highquality product in the eyes of Daon

Table 6 .
displays the calculations for the hypothesis test.