ANALISIS PENGARUH BRAND AUTHENTICITY DAN E-WOM TERHADAP BRAND LOYALTY DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING PADA PENGGUNA H&M DI KOTA BEKASI
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Abstract
Abstract: This research aim to analyze the influence of brand authenticity and electronic word of mouth on brand loyalty with brand trust as an intervening variable of H&M customers in Bekasi City. The type of research used is quantitative method. This research was conducted with a total sample of 126 respondents determined by sampling techniques using non-probability sampling techniques with purposive sampling method and distributing questionnaires to respondents using Google Form. The analytical tool used is multiple regression analysis with SPSS and sobel test with quantpsy.org. based on the analysis results obtained that the brand authenticity and electronic word of mouth directly has a positive and significant effect on brand trust, brand trust has a positive and significant effect on brand loyalty. Then brand authenticity has a positive influence on brand loyalty, but electronic word of mouth has not any influence on brand loyalty. Then brand trust is able to mediate the relationship between brand authenticity on brand loyalty, on the other hand brand trust unable to mediate the relationship between electronic word of mouth on brand loyalty.
Keywords: brand authenticity, eWOM, brand trust, brand loyalty.
Abstrak: penelitian ini bertujuan untuk menganalisis pengaruh brand authenticity. Electronic word of mouth terhadap brand loyalty melalui brand trusi sebagai variabel intervening pada konsumen H&M di Kota Bekasi. Penelitian ini merupakan penelitian kuantitatif dengan total sampel yang didapat 126 responden yang ditentukan oleh teknik pengambilang sampel menggunakan non-probability sampling dengan metode purposive sampling yaitu dengan memeberikan kriteria kepada responden, warga Kota Bekasi minimal berumur 17 tahun dan prtnah menggunakan H&M selama minimal 2 bulan. Penyebaran kuisioner secara online menggunakan google form. Analisis yang digunakan adalah analisis regresi linier berganda dengan SPSS dan uji sobel dengan kalkulator sobel quantpsy.org. hasil analisis dari penelitian ini menyatakan bahwa brand authenticity dan eWOM masing-masing secara langsung dapat memepengaruhi brand trust secara positif dan signifikan, brand trust berpengaruh positif terhadap brand loyalty. Hasil berikutnya brand authenticity berpengaruh positif dan signifikan terhadap brand loyalty, namun nariabel electronic word of mouth tidak dapat memepengaruhi brand loyalty. Kemudian hasil uji sobel brand trust secara positif dapat memediasi pengaruh hubungan antara brand authenticity terhadap brand loyalty. Kemudian hubungan eWOM terhadap brand loyalty tidak dapat dipengaruhi oleh brand trust.
Kata kunci: brand authenticity, eWOM, brand trust, brand loyalty.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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