ANTESEDEN ELECTRONIC WORD OF MOUTH (EWOM) DAN DAMPAKNYA PADA CONSUMER BASED BRAND EQUITY (CBBE) PADA KONSUMEN PRODUK SMARTPHONE XIAOMI
Abstract
Tujuan dari penelitian ini adalah untuk menganalisis anteseden elektronik dari mulut ke mulut (EWOM) dan dampaknya terhadap ekuitas merek berbasis konsumen (CBBE). Penelitian ini menggunakan analisis deskriptif dan analisis statistik. Data dikumpulkan menggunakan kuesioner yang dikelola sendiri. Hanya peserta yang dipilih yang menggunakan ponsel pintar Xiaomi. Analisis regresi digunakan untuk menganalisis penelitian ini. Hasil penelitian menunjukkan bahwa kualitas informasi mempengaruhi elektronik dari mulut ke mulut (EWOM), kuantitas informasi mempengaruhi electronic word of mouth (EWOM), norma subjektif tidak mempengaruhi electronic word of mouth (EWOM), kualitas informasi mempengaruhi ekuitas merek berbasis konsumen (CBBE), dan electronic word of mouth (EWOM) berpengaruh pada ekuitas merek berbasis konsumen (CBBE).
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DOI: https://doi.org/10.32424/jeba.v23i4.2876
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