Persepsi Generasi Z terhadap Negative Electronic Word-Of-Mouth dan Brand Trust pada Perilaku Brand Switching Produk Serum Scarlett di Jawa Barat

Nadiya Fidini Basharon Naqid, - (2022) Persepsi Generasi Z terhadap Negative Electronic Word-Of-Mouth dan Brand Trust pada Perilaku Brand Switching Produk Serum Scarlett di Jawa Barat. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Nadiya Fidini Basharon Naqid (1803928) “Persepsi Generasi Z Terhadap Negative Electronic Word-Of-Mouth dan Brand Trust Pada Perilaku Brand Switching Produk Serum Scarlett Di Jawa Barat” dibawah bimbingan
Dr. Heny Hendrayati, S.IP., MM dan Dr. H. Mokh. Adib Sultan, ST., MT.

Ulasan produk baik positif maupun negative bisa mempengaruhi pembelian atau justru berpindahan merek, terutama pada generasi Z yang sangat memperhatikan perawatan diri dengan pemakaian serum. Penelitian ini bertujuan untuk mengetahui gambaran persepsi generasi Z terhadap Negative Electronic Word-Of-Mouth, mengetahui gambaran persepsi generasi Z terhadap brand trust dan mengetahui minat brand switching pada generasi Z yang menggunakan produk serum Scarlett dan pengaruh Negative Electronic Word-Of-Mouth dan brand trust terhadap brand switching produk serum Scarlett. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan jumlah sampel 135 responden generasi z yang sudah menggunakan produk serum minimal selama tiga bulan di Jawa Barat dengan menggunakan teknik sampling purposive sampling. Penelitian menunjukan bahwa Negative e-WOM memiliki pengaruh positif dan signifikan pada Brand switching sedangkan brand trust memiliki pengaruh negative dan signifikan pada Brand switching. Hal ini menandakan bahwa ulasan negative akan meningkatkan keinginan konsumen untuk berpindah merek, namun jika kepercayaan konsumen meningkat maka keinginan untuk berpindah akan menurun.
Kata kunci: Beauty care, Brand Switching, Negative electronic Word of Mouth. Produk kecantikan

Nadiya Fidini Basharon Naqid (1803928) “Generation Z's perception of negative electronic word-of-mouth and brand trust on brand switching behavior of Scarlett serum products in West Java” under the guidance of
Dr. Heny Hendrayati, S.IP., MM, and Dr. H. Mokh. Adib Sultan, ST., MT.
Product reviews, both positive and negative, can influence purchases or even switch brands, especially in generation Z who are very concerned about self-care with the use of serum. This study aims to describe the perception of Generation Z on Negative Electronic Word-Of-Mouth, describe the perception of Generation Z on Brand trust, determine the interest in brand switching in Generation Z who use Scarlett serum products and the effect of Negative Electronic Word-Of-Mouth and brand trust on brand switching of Scarlett Serum products. This study uses descriptive and verification methods with a sample size of 135 respondents from generation z who have used serum products for at least 3 months in West Java using purposive sampling technique. Research shows that Negative e-WOM has a positive and significant effect on brand switching, while brand trust has a negative and significant effect on brand switching. This indicates that negative reviews will increase consumers' desire to switch brands, but if consumer confidence increases, the desire to switch will decrease.
Keywords: Beauty care, Brand Switching, Negative electronic Word of Mouth.

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Item Type:	Thesis (S1)
Uncontrolled Keywords:	Beauty care, Brand Switching, Negative electronic Word of Mouth. Produk kecantikan
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	nadiya fidini basharon naqid
Date Deposited:	29 Sep 2022 06:25
Last Modified:	29 Sep 2022 06:25
URI:	http://repository.upi.edu/id/eprint/77973

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