Open AccessPengaruh Electronic Word of Mouth dan Brand Experience terhadap Brand Trust (Studi terhadap Pengguna OVO di Jakarta)
Author(s) -
Karin Charvia,
Rezi Erdiansyah
Publication year - 2020
Publication title -
prologia
Language(s) - English
Resource type - Journals
ISSN - 2598-0777
DOI - 10.24912/pr.v4i2.6483
Subject(s) - lisrel , advertising , psychology , business , business administration , mathematics , structural equation modeling , statistics
This study aims to determine the effect of electronic word of mouth and brand experience on brand trust of OVO users in Jakarta. Data collection by distributing questionnaires to 100 respondents. The data analysis method in this study uses SEM through the Lisrel 8.70 application. The results showed that there was a significant influence of electronic word of mouth and brand experience on brand trust. Between the two dependent variables, what has a greater influence on brand trust is electronic word of mouth. The conclusion of this research to improve brand trust can be done by improving electronic word of mouth and brand experience.Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan brand experience terhadap brand trust para pengguna OVO di Jakarta. Pengumpulan data dengan melakukan penyebaran kuesioner kepada 100 responden. Metode analisis data dalam penelitian ini menggunakan SEM melalui aplikasi Lisrel 8.70. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan electronic word of mouth dan brand experience terhadap brand trust. Diantara kedua variabel dependen maka yang memiliki pengaruh lebih besar terhadap brand trust adalah electronic word of mouth. Kesimpulan dari penelitian ini untuk meningkatkan brand trust dapat dilakukan dengan cara memperbaiki electronic word of mouth dan brand experience.