Peran e-WOM pada Platform TikTok dalam Membangun Brand Loyalty melalui Customer Trust pada Produk Bakery & Pastry
DOI:
https://doi.org/10.35870/jemsi.v12i5.7035Keywords:
e-WOM, Brand Loyalty, Customer TrustAbstract
This study was conducted to analyze how e-WOM influences brand loyalty through the mediating role of customer trust in bakery and pastry products on the TikTok platform. The uniqueness of this study lies in its integration of e-WOM marketing and brand loyalty within a single research framework, positioning customer trust as an indirect influence mechanism. This study employs a quantitative approach using descriptive and associative methods. Data collection was conducted using a questionnaire as the primary data source, supplemented by secondary data. The study sample comprised 120 respondents determined using the Hair formula. Data analysis was performed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The findings reveal that e-WOM has a positive and significant influence on brand loyalty and customer trust. Additionally, it was discovered that consumer trust functions as a mediator in the interaction between e-WOM and brand loyalty and has a positive and significant impact on brand loyalty. These findings confirm that high-quality e-WOM can first build customer trust, which then fosters loyalty through repeat purchases and recommendations to others; therefore, it is crucial for companies to enhance the quality of information and trust within their digital marketing strategies.
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