THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, BRAND EXPERIENCE AND BRAND IMAGE ON GOPAY BRAND TRUST (STUDY OF STUDENTS AT DUTA WACANA CHRISTIAN UNIVERSITY)
Abstrak
Penelitian ini dilakukan untuk mengetahui apakah electronic word of mouth, brand experience, dan brand image berpengaruh signifikan terhadap brand trust Gopay (Study pada Mahasiswa Kristen Duta Wacana) Penelitian merupakan penelitian kuantitatif menggunakan data primer dan data sekunder. Purposive sampling digunakan untuk menyebarkan kuesioner kepada 150 mahasiswa Universitas Kristes Duta Wacana yang pernah atau pernah menggunakan Gopay sebagai sampel penelitian. Analisis Linier Berganda, Uji R2, Uji Nilai F, dan Uji Nilai t semuanya digunakan dalam metodologi penelitian. Temuan penelitian ini menunjukkan bahwa electronic word of mouth, brand experience, dan brand image, memiliki dampak signifikan terhadap brand trust.
Kata Kunci: Word of Mouth, Brand Experience, Brand Image, Brand Trust.
Referensi
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