Pengaruh e-Wom Terhadap Brand Image dan Brand Trust dan Dampaknya Terhadap Minat Beli Smartphone di Surabaya
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(*) Corresponding Author
Abstract
Penelitian ini dilakukan karena penulis tertarik untuk memahami fenomena perkembangan WOM yang melalui media internet dan dampak terhadap Brand Image, Brand Trust dan Minat Beli. Penelitian ini bertujuan untuk menganalisis pengaruh eWOM terhadap brand image, brand trust dan minat beli smartphone.
Pengumpulan data dilakukan melalui penyebaran kuisioner di beberapa tempat seperti lingkungan kampus Universitas Kristen Petra Surabaya, Gereja, Food Festival, G-Walk, De loop, sanak saudara, dan pegawai di Surabaya. Data kemudian direkapitulasi dengan menggunakan program Microsoft Office Excell 2007 dan kemudian dianalisis menggunakan program SPSS for Windows Version 16 dan SmartPLS Version 2.00.
Berdasarkan hasil analisa data yang didapat, eWOM berpengaruh terhadap brand image, brand trust dan minat beli, brand image berpengaruh terhadap brand trust dan minat beli dan brand trust berpengaruh terhadap minat beli.
Kata Kunci : eWOM, brand image, brand trust, minat beli
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