Joy Noeliona Ruth, - and Btari Mariska Purwaamijaya, - and Adam Hermawan, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP BRAND IMAGE ERSPO. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth (E-WOM) terhadap brand image Erspo sebagai salah satu merek lokal dalam industri fashion olahraga di Indonesia. Penelitian ini menerapkan pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada 100 responden. Data yang diperoleh kemudian dianalisis menggunakan perangkat lunak IBM SPSS versi 26. Hasil penelitian menunjukkan bahwa E-WOM memiliki pengaruh signifikan terhadap brand image, ditunjukkan oleh nilai R-Square sebesar 37,9%. Artinya, 37,9% variabilitas brand image Erspo dapat dijelaskan oleh E-WOM, sedangkan sisanya sebesar 62,1% dipengaruhi oleh faktor lain yang tidak dibahas dalam penelitian ini. Analisis lebih lanjut menunjukkan bahwa dimensi content memperoleh skor tertinggi, menandakan pentingnya kualitas dan relevansi informasi. Sebaliknya, dimensi intensity mencatat skor terendah, mengindikasikan frekuensi interaksi yang masih rendah. Pada aspek brand image, corporate image paling menonjol, sedangkan user image masih kurang kuat. Temuan ini menegaskan peran penting E-WOM dalam membentuk persepsi konsumen terhadap merek. This study examines the influence of Electronic Word of Mouth (E-WOM) on Erspo's brand image as one of the local brands in Indonesia's sports fashion industry. The research employs a quantitative approach, with data collected through the distribution of questionnaires to 100 respondents. The data obtained were then analyzed using IBM SPSS version 26. The results indicate that E-WOM has a significant effect on brand image, as shown by an R-squared value of 37.9%. This means that 37.9% of the variability in Erspo's brand image can be explained by E-WOM, while the remaining 62.1% is influenced by other factors not discussed in this study. Further analysis reveals that the content dimension received the highest score, indicating the importance of information quality and relevance. In contrast, the intensity dimension had the lowest score, reflecting limited interaction frequency. Regarding brand image, corporate image was the most prominent, while user image remained relatively weak. These findings highlight the critical role of E-WOM in shaping consumer brand perception.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=AiSbkfQAAAAJ&view_op=list_works&gmla=AH8HC4y3nb7aNT99k_l4KRegLSq2xxjU6Q-_jg-zaPh15j2XqCFU841TdZtz97UrIj8SrFbHqGCf2OcY-QJSmFvU ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Adam Hermawan: 6681172 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Erspo Electronic Word of Mouth, Brand Image, Erspo |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Joy Noeliona Ruth |
| Date Deposited: | 08 Aug 2025 03:27 |
| Last Modified: | 08 Aug 2025 03:27 |
| URI: | http://repository.upi.edu/id/eprint/135288 |
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