Pengaruh Electronic Word of Mouth (E-WOM) terhadap Brand Image Erspo

Joy Noeliona Ruth, Btari Mariska Purwaamijaya, Adam Hermawan

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth (E-WOM) terhadap brand image Erspo sebagai salah satu merek lokal dalam industri fashion olahraga di Indonesia. Penelitian ini mengimplementasikan pendekatan kuantitatif melalui pengambilan data melalui distribusi kuesioner pada 100 responden. Data yang diperoleh kemudian dianalisis menggunakan software IBM SPSS versi 26. Temuan studi ini menjabarkan E-WOM memiliki pengaruh signifikan terhadap brand image, ditunjukkan oleh nilai R-Square sebesar 37,9%. Artinya, 37,9% variabilitas brand image Erspo dapat dijelaskan oleh E-WOM, dan 62,1% lainnya dipengaruhi oleh aspek lain yang tidak dibahas pada studi ini. Analisis lebih lanjut menunjukkan, bahwa dimensi content memperoleh skor tertinggi, menandakan pentingnya kualitas dan relevansi informasi. Sebaliknya, dimensi intensity mencatat skor terendah, mengindikasikan frekuensi interaksi yang masih rendah. Pada aspek brand image, corporate image paling menonjol, sedangkan user image masih kurang kuat. Temuan ini menegaskan peran penting E-WOM dalam membentuk persepsi konsumen terhadap merek.

Keywords


Electronic Word of Mouth; Brand Image; Erspo

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References


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DOI: https://doi.org/10.17509/ijdb.v5i2.88643

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