Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Perilaku Beralih Merek Dari Produk Lain Ke Ms Glow Skincare Yang Di Mediasi Oleh Citra Merek Dan Kepercayaan Merek

Choirunnisa, Farah and , Dr. Rini Kuswati S.E., M.Si. (2022) Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Perilaku Beralih Merek Dari Produk Lain Ke Ms Glow Skincare Yang Di Mediasi Oleh Citra Merek Dan Kepercayaan Merek. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of electronic word of mouth (eWOM) on the brand switching behavior other product brands to Ms Glow skincare with brand image and brand trust as mediating variables. The population of this research is MS Glow consumers in Central Java and the sample in this study is 170 respondents. The type of data used in this study is primary data. Methods of collecting data using a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results showed that electronic word of mouth (eWOM) on the behavior of switching other product brands to Ms Glow skincare with brand image as a mediating variable had a positive and significant effect and electronic word of mouth (eWOM) on the behavior of switching other product brands to MS Glow skincare with trust. brand as a mediating variable has a positive and significant effect.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Electronic Word of Mouth, Brand Switching Behavior , Brand Image, Brand Trust
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FARAH CHOIRUNNISA
Date Deposited:	22 Jul 2022 02:39
Last Modified:	22 Jul 2022 02:39
URI:	http://eprints.ums.ac.id/id/eprint/101701

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