PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP BRAND SWITCHING INTENTION KONSUMEN PRODUK KOSMETIK DIMODERASI OLEH BRAND TRUST DI MEDIA SOSIAL

Camila Azzahra Nurrohman, - and Anastasia Wulandari, M.Psi., Psikolog, - and Diah Zaleha Wyandini, M.Si., - (2025) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP BRAND SWITCHING INTENTION KONSUMEN PRODUK KOSMETIK DIMODERASI OLEH BRAND TRUST DI MEDIA SOSIAL. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengidentifikasi pengaruh electronic word of mouth (eWOM) terhadap brand switching intention, serta menguji apakah brand trust memiliki peran sebagai variabel moderasi dalam hubungan eWOM dan brand switching intention. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional. Sampel penelitian terdiri atas 493 orang dengan karakteristik pengguna produk kosmetik yang aktif di media sosial. Teknik sampling menggunakan non probabilty sampling, yaitu insidental sampling. Pengambilan data menggunakan Electronic Word of Mouth Scale, Brand Switching Intention Scale, dan Brand Trust Scale. Analisis data menggunakan regresi linear sederhana dan Moderated Regression Analysis (MRA). Hasil analisis data menunjukkan bahwa eWOM berpengaruh positif dan signifikan terhadap brand switching intention, sementara brand trust tidak terbukti memoderasi hubungan antara eWOM dan brand switching intention. This study aims to identify the effect of electronic word of mouth (eWOM) on brand switching intention and to test whether brand trust has a role as a moderating variable in the relationship between eWOM and brand switching intention. This research employs a quantitative approach, characterized by a correlational design. The research sample consisted of 493 individuals who met the following criteria: cosmetic products users who are active on social media. The sampling technique used non probability sampling, namely incidental sampling. Data collection uses the Electronic Word of Mouth Sale, Brand Switching Intention Scale, and Brand Trust Scale. The data analysis employed simple linear regression and Moderated Regression Analysis (MRA). The findings demonstrate that eWOM exerts a positive and significant influence on brand switching intention. However, the study does not provide evidence to support the hypothesis that brand trust moderates the relationship between eWOM and brand switching intention.

	Text S_PSI_2108294_Title.pdf Download (5MB)
	Text S_PSI_2108294_Chapter1.pdf Download (2MB)
	Text S_PSI_2108294_Chapter2.pdf Restricted to Staf Perpustakaan Download (3MB)
	Text S_PSI_2108294_Chapter3.pdf Download (2MB)
	Text S_PSI_2108294_Chapter4.pdf Restricted to Staf Perpustakaan Download (4MB)
	Text S_PSI_2108294_Chapter5.pdf Download (492kB)
	Text S_PSI_2108294_Appendix.pdf Restricted to Staf Perpustakaan Download (18MB)

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=2 ID SINTA PEMBIMBING ANASTASIA WULANDARI: 6655698 DIAH ZALEHA WYANDINI: 6124256
Uncontrolled Keywords:	Electronic Word of Mouth, eWOM, Brand Switching Intention, Brand Trust, Perilaku Konsumen, Moderasi. Electronic Word of Mouth, eWOM, Brand Switching Intention, Brand Trust, Consumer Behaviour, Moderation.
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User:	Camila Azzahra Nurrohman
Date Deposited:	15 Sep 2025 03:34
Last Modified:	15 Sep 2025 03:34
URI:	http://repository.upi.edu/id/eprint/139218

Actions (login required)

View Item