Pengaruh Electronic Word of Mouth Terhadap Brand equity Pada Produk Fashion
Keywords:
Electronic Word of Mouth (e-WOM), Brand equity, Media Sosial, Keputusan Pembelian, Industri FashionAbstract
Studi ini ingin menganalisa pengaruh Electronic Word of Mouth (e-WOM) terhadap brand equity dan keputusan pembelian konsumen di Indonesia, khususnya dalam industri fashion. Pemasaran melalui e-WOM telah berkembang pesat seiring dengan popularitas media sosial, yang memungkinkan konsumen untuk berbagi pengalaman dan ulasan produk secara luas. Studi ini bermetode Structural Equation Modeling (SEM) untuk mengujikan pengaruh e-WOM terhadap brand equity, dengan mempertimbangkan variabel-variabel yang mempengaruhi, seperti kualitas informasi, kuantitas ulasan, dan kredibilitas sumber informasi. Hasil studinya menampilkan jika e-WOM berkontribusi signifikan positif pada minat beli serta brand equity. Lalu kuantitas serta kualitas ulasan terbukti menguatkan kaitan tersebut. Lalu, e-WOM berfungsi penting dalam membangun keyakinan konsumen terhadap merek, yang pada gilirannya meningkatkan keputusan pembelian. Studi ini memberikan implikasi praktis bagi perusahaan fashion dalam memanfaatkan e-WOM sebagai bagian dari strategi pemasaran mereka, khususnya di media sosial, guna memperkuat citra merek dan meningkatkan daya tarik konsumen. Studi ini juga memberikan wawasan lebih dalam mengenai bagaimana e-WOM dapat berperan dalam menciptakan loyalitas merek yang lebih kuat di pasar yang sangat dinamis. Saran untuk studi selanjutnya adalah memperluas kajian dengan platform media sosial lain dan mengkaji pengaruh e-WOM dalam segmen pasar yang berbeda.
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