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

Geny Syahdiany, Okki Trinanda

Abstract


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
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DOI: http://dx.doi.org/10.24036/jkmw0255150

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