Peran Perceived Value dan Perceived Quality dalam Memahami Pengaruh eWOM terhadap Brand Love

Azhar Kahpi Surahman

Sari


Latar Belakang: Di era digital saat ini, interaksi antara konsumen dan merek semakin dipengaruhi oleh kemajuan teknologi komunikasi. Salah satu fenomena yang muncul akibat perkembangan ini adalah electronic word of mouth (eWOM), yaitu proses penyebaran informasi, rekomendasi, dan ulasan tentang suatu produk yang terjadi secara daring melalui media sosial. Tujuan Penelitian: Penelitian ini bertujuan untuk mengkaji peran perceived value dan perceived quality sebagai variabel mediasi dalam mengeksplorasi hubungan antara eWOM terhadap brand love, dengan menjadikan Lazatto sebagai terapan dalam penelitian. Metode Penelitian: Metode penelitian yang diterapkan dalam penelitian ini yaitu metode self administred survey dengan mendistribusikan kuesioner kepada 235 responden. Kriteria sampel yaitu generasi milenial dan generasi z yang telah melakukan pembelian di Lazatto minimal 5x dalam satu tahun. Dalam penelitian ini, Structural Equation Modeling (SEM) digunakan sebagai alat analisis. Analisis ini dijalankan dengan program AMOS versi 22. Hasil Penelitian: Hasil penelitian menunjukkan bahwa eWOM berpengaruh signifikan terhadap perceived value dan perceived quality, serta perceived value dan perceived quality berpengaruh signifikan terhadap brand love. Kesimpulan: Penelitian ini mengusulkan model mengenai Electronic Word of Mouth (eWOM) terhadap Brand Love dengan Perceived Value dan Perceived Quality sebagai mediasi. Dalam penelitian ini menjelaskan bahwa eWOM berpengaruh terhadap Brand Love. Artinya, eWOM memainkan peran penting dalam membentuk brand love dengan membangun kepercayaan, menciptakan pengalaman emosional positif, dan meningkatkan keterlibatan komunitas. Merek yang mengelola eWOM dengan baik berpotensi menciptakan loyalitas konsumen yang kuat dan berkelanjutan.

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Referensi


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DOI: https://doi.org/10.37531/mirai.v9i2.7690

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