Pengaruh Negative eWOM di Media Sosial, Citra Merek, dan Variety Seeking terhadap Minat Brand Switching Konsumen Motor Konvensional ke Motor Listrik

Reyhan Galih Rakasiwi, Kussudyarsana Kussudyarsana

Abstract


Studi ini fokus mengevaluasi efek negative eWOM di social media, persepsi konsumen terhadap brand image, dan dorongan variety seeking terhadap kemungkinan brand switching dari motor konvensional menuju motor listrik. Dengan pendekatan quantitative research, pengumpulan data dilakukan melalui Likert-scale questionnaires yang ditargetkan kepada pengguna motor Honda di wilayah Boyolali, Solo, Surakarta, dan Sukoharjo. Jumlah partisipan yang terlibat dalam penelitian ini tercatat sebanyak 158 orang, memberikan basis data yang memadai untuk analisis selanjutnya. Data dianalisis dengan multiple linear regression via SPSS. Hasil menunjukkan negative eWOM, brand image, dan variety seeking memengaruhi minat konsumen brand switching dari motor konvensional ke listrik. Koefisien determinasi memperlihatkan kontribusi tiap variabel independen. Temuan ini bisa membantu produsen dan pemasar motor listrik merancang strategi marketing, citra merek, dan inovasi produk untuk mendorong transisi ke kendaraan ramah lingkungan.

Keywords


negative eWOM, citra merek, variety seeking, brand switching, motor listrik

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.97410

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