Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image terhadap Loyalitas Pelanggan Produk Scarlet Whitening (Studi Kasus Masyarakat Kecamatan Salapian Kabupaten Langkat)

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Electronic Word Of Mouth (E-WOM) dan Brand Image terhadap Loyalitas Pelanggan Produk Scarlet Whitening (Studi Kasus Masyarakat Kecamatan Salapian Kabupaten Langkat). Penelitian ini menggunakan pendekatan kuantitatif dimana populasi pada penelitian ini adalah masyarakat di Kecamatan Salapian Kabupaten Langkat yang dipilih menggunakan metode purposive sampling. Metode pengumpulan data melalui kuesioner. Pada hasil penelitian menunjukkan bahwa pengaruh electronic word of mouth dan brand image secara serempak berpengaruh signifikan terhadap loyalitas pelanggan. Uji yang dilakukan menunjukkan bahwa electronic word of mouth dan brand image secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Nilai Adjusted R Square yang didapat dari hasil pengujian Koefisien Determinan (R2) terhadap loyalitas pelanggan sebesar 0.789 berarti 78,9% dapat di jelaskan oleh electronic word of mouth dan brand image. Sedangkan sisanya 21,1% dapat dijelaskan oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. The purpose of this study is to determine the effect of Electronic Word of Mouth (E-WOM) and Brand Image on Customer Loyalty to Scarlet Whitening Products (Case Study of the Community in Salapian District, Langkat Regency). This study uses a quantitative approach where the population in this study is the community in Salapian District, Langkat Regency, which was selected using purposive sampling. Data collection was conducted through questionnaires. The results of the study show that the influence of electronic word of mouth and brand image simultaneously has a significant effect on customer loyalty. The tests conducted show that electronic word of mouth and brand image partially have a positive and significant effect on customer loyalty. The Adjusted R Square value obtained from the Determinant Coefficient (R2) test on customer loyalty was 0.789, meaning that 78,9% can be explained by electronic word of mouth and brand image. Meanwhile, the remaining 21,1% can be explained by other factors not examined in this study.