PERAN SOURCE CHARACTERISTICS DALAM MEMBANGUN BRAND IMAGE DAN BRAND TRUST DENGAN MENGGUNAKAN PENDEKATAN STRATEGI E-WoM (Studi Kasus Pada Konsumen Industri Kosmetik Brand Lokal di Kota Tasikmalaya)

Permatasari, Ineu (2019) PERAN SOURCE CHARACTERISTICS DALAM MEMBANGUN BRAND IMAGE DAN BRAND TRUST DENGAN MENGGUNAKAN PENDEKATAN STRATEGI E-WoM (Studi Kasus Pada Konsumen Industri Kosmetik Brand Lokal di Kota Tasikmalaya). Sarjana thesis, Universitas Siliwangi.

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Abstract

This study aims to examine effect of eWoM on brand image and brand trust with source characteristics as a moderating variable on local Indonesian cosmetic brand products in Tasikmalaya. This research is categorized as survey research, where the instrument of this research is a questionnaires. The subject in this study is all consumers of Indonesian local cosmetic products in Tasikmalaya who had seen beauty vlogger content. The sampling is done by using accidental sampling method with a total sample of 100 respondents. This data analysis uses partial least square SmartPLS 3.0. The results of this study shows that eWoM has a positive and significant effect on brand image. eWoM also affects the brand trust. In addition, brand image also has a positive and significant influence on brand trust. However, the source characteristics is unable to moderate the relationship between eWoM and brand image and eWoM and brand trust. Keywords: brand image, brand trust, eWoM, partial least square, source characteristics .

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