Pengaruh Electronic Word of Mouth dan Customer Experience terhadap Brand Trust Transmart Carrefour Kota Padang

Geny Syahdiany, Okki Trinanda


Purpose - The purpose of this study was to find out consumer responses to electronic word of
mouth, customer experience, and brand trust and influence partially and simultaneously
electronic word of mouth and customer experience on Transmart Carrefour brand trust in
Padang City.
Methodology - The data used in this study were obtained from questionnaires and direct
interviews with related parties. The analysis technique used is multiple regression using
hypothesis testing, namely F test and T test.
Finding - Regarding the causal model proposed, the data confirm the relationship set out in the
hypothesis. It can therefore be stated that (1) Brand personality has a positive effect and
significant to repurchase intention (2) Service quality has a positive effect and significant to
repurchase intention and (3) Store Atmosphere has a positive effect and significant to
repurchase intention
Conclusion - Based on the T test, electronic word of mouth has a positive and not significant
effect on brand trust, customer experience has a positive and significant impact on brand trust.

Keywords: Electronic Word of Mouth, Customer Experience, Brand Trust
Latar Belakang

Full Text:



Dharmayanti. (2013). Pengaruh Customer Experience Quality terhadap Customer Satisfaction and Customer

Loyalty di Cafe Excelso Tunjangan Plaza Surabaya: perspektif b2c, Jurnal Manajemen Pemasaran Petra, Vol.

, No. 1, p.1-15.

Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). e-WOM Scale:Word-of-Mouth Measurement Scale

for e-Services Context. Canadian Journal of Administrative Science. 27 (1). 5-23.

Kautonen, Teemu & Heikki Karjaluoto. 2016. Trust and New Technologies: Marketing and Management on the Internet

and Mobile Media, Edward Elgar Publishing.

Nasermoadeli and Farshad. (2012). Evaluating the Impact of Customer Experience on Purchase Intention.

Inteternational Journal of Business and Management vol.8, No. 6, p. 123-138

Samuel, Hatane dan Adi Suryanata Lianto. (2014). Analisis e-WOM, Brand Image, Brand Trust dan Minat Beli

Produk Smartphone di Surabaya. Jurnal Manajemen Pemasaran, Surabaya: FE Uniersitas Kristen Petra.

Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif, dan R&D. Bandung: Alfabeta.



  • There are currently no refbacks.

Copyright (c) 2019 Jurnal Kajian Manajemen dan Wirausaha

JKMW  is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Published by: Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Padang