PENGARUH ELECTRONIC WORD OF MOUTH DAN EMOTIONAL VALUE TERHADAP BRAND TRUST STUDI PADA PENGGUNA SKIN CARE NATURE REPUBLIC

Dian Addinna, Popy Rufaidah

Abstract


 

The aim of this research is to analyze the influence of electronic word of mouth and emotional value on brand trust by nature republic skin care users. The formulation of the problem in this study is: a) how the influence of electronic word of mouth on brand trust; b) how emotional value affects brand trust; This research is descriptive and qualitative. Survey techniques in collecting data using questionnaires with measurements using the likert scale. The number of samples used was 130 respondents with purposive sampling. The analysis method used in this study was carried out using the Structural Equation Modeling (SEM) method with Lisrel 8.70 software and to conduct a construct validity and reliability test with SPSS. The results showed that the electronic word of mouth variable had no significant effect on the brand trust of skin care nature republic users. Emotional value variable had a significant effect on brand trust users of nature republic skin care.

 

Tujuan penelitian ini adalah untuk menganalisis pengaruh electronic word of mouth dan emotional value terhadap kepercayaan merek yang dirasakan oleh pengguna skincare nature republic. Rumusan masalah pada penelitian ini adalah: a) bagaimana pengaruh electronic word of mouth terhadap kepercayaan merek; b) bagaimana pengaruh emotional value terhadap kepercayaan merek; Penelitian ini bersifat deskriptif dan kualitatif. Teknik survei dalam pengumpulan datanya dengan menggunakan kuesioner dengan pengukurannya menggunakan skala likert. Teknik pengumpulan data yang digunakan adalah purposive sampling. Jumlah sampel yang digunakan sebanyak 130 responden. Metode analisis yang digunakan pada penelitian ini dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan software Lisrel 8.70 serta untuk melakukan uji validitas dan reliabilitas konstruk dilakukan dengan SPSS. Hasil penelitian menunjukkan bahwa variabel electronic word of mouth tidak berpengaruh signifikan terhadap brand trust pengguna skin care nature republic. Variabel emotional value berpengaruh signifikan terhadap brand trust pengguna skin care nature republic.

 

 


Keywords


Brand trust, electronic word of mouth, emotional value, nature republic

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DOI: https://doi.org/10.17509/manajerial.v20i1.40355

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