Pengaruh Barand Trust dan Consumer Ethnocentrism Terhadap Brand Love Dengan E-Wom Sebagai Variabel Intervening Pada Brand Mossdoom di Kota Semarang
DOI:
https://doi.org/10.53697/emak.v7i2.3860Keywords:
Brand Trust, Consumer Ethnocentrism, e-WOM, Brand LoveAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Trust dan Consumer Ethnocentrism terhadap Brand Love dengan electronic Word-of-Mouth (e-WOM) sebagai variabel intervening pada konsumen merek tas Mossdoom di Kota Semarang. Metode penelitian yang digunakan adalah kuantitatif dengan penyebaran kuesioner kepada 100 responden. Data dianalisis untuk menguji pengaruh antar variabel sesuai dengan perumusan masalah yang telah ditetapkan. Hasil penelitian menunjukkan bahwa Brand Trust dan Consumer Ethnocentrism memiliki pengaruh positif dan signifikan terhadap e-WOM maupun Brand Love. Selain itu, ditemukan bahwa e-WOM berperan sebagai variabel intervening yang memediasi hubungan antara Brand Trust dan Consumer Ethnocentrism terhadap Brand Love. Temuan ini menekankan pentingnya bagi manajemen merek Mossdoom untuk membangun kepercayaan konsumen secara konsisten dan memanfaatkan narasi identitas lokal guna meningkatkan loyalitas emosional serta keterikatan konsumen terhadap merek
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