Pengaruh Electronic Word Of Mouth Terhadap Brand Loyalty: Peran Mediasi Brand Trust Dan Customer Satisfaction Pada Skincare Scarlet
Keywords:
Electronic Word of Mouth, Brand Trust, Customer Satisfaction, Brand Loyalty, SkincareAbstract
Studi ini menyelidiki peran electronic word of mouth (E-WOM) dalam membentuk brand loyalty melalui mediasi brand trust dan customer satisfaction pada konsumen skincare Scarlet di Waingapu, Sumba Timur. Menggunakan pendekatan kuantitatif dan desain kausal-eksplanatori, penelitian ini berlandaskan pada kerangka Stimulus-Organism-Response (SOR). Sebanyak 160 responden dipilih secara purposive, dan pengujian model dilakukan dengan teknik Structural Equation Modeling-Partial Least Squares (SEM-PLS). Temuan menunjukkan bahwa E-WOM secara tidak langsung memengaruhi brand loyalty melalui peningkatan brand trust dan customer satisfaction yang signifikan. Kedua variabel mediasi berperan komplementer, mengindikasikan loyalitas terbentuk dari interaksi evaluasi kognitif dan afektif. Seluruh hipotesis langsung (H₁-H₄) dan mediasi (H₅-H₇) diterima pada α = 5%. Penelitian ini memperkaya literatur pemasaran dengan bukti empiris dari pasar berkembang di Indonesia Timur yang jarang dieksplorasi, sekaligus memvalidasi mekanisme mediasi simultan dalam perilaku konsumen digital. Temuan menegaskan pentingnya strategi E-WOM yang optimal untuk membangun kepercayaan dan kepuasan demi loyalitas merek berkelanjutan.
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