The Impact of Costumer Experience and Electronic Word of Mouth on Brand Trust

Authors

  • Alya Nursakinah Institut Agama Islam Tazkia Bogor, Indonesia
  • Afif Zaerofi Institut Agama Islam Tazkia Bogor, Indonesia
  • Shofi Arofatul Marits Institut Agama Islam Tazkia Bogor, Indonesia

Abstract

This research aims to find out whether there is an influence of customer experience and electronic word of mouth (E-WoM) on brand trust of local skincare products of Z- Generation living in Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek). This research uses a descriptive quantitative approach. To collect the data, a questionnaire is distributed to a total of 145 skincare products users. To analyse the data, multiple linear regression analysis is employed. This research shows that customer experience and E-WoM have a positive significant effect on Brand Trust both partially amd simultinously. Keywords: Customer Experience, E-WoM, Brand Trust  

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Published

2024-03-16

How to Cite

Alya Nursakinah, Afif Zaerofi, & Shofi Arofatul Marits. (2024). The Impact of Costumer Experience and Electronic Word of Mouth on Brand Trust . Proceedings of Femfest International Conference on Economics, Management, and Business, 2, 507–517. Retrieved from https://ejournal.unida.gontor.ac.id/index.php/FICCOMSS/article/view/11824

Issue

Vol. 2 (2024): Proceedings of Femfest International Conference on Economics, Management, and Business

Section

Articles