Pengaruh Electronic Word of Mouth dan Brand Experience terhadap Brand Trust OVO (Studi pada Mahasiswa Kota Medan)

Abstract

As the era progresses, Indonesia has now entered the era of the 5.0 industrial revolution. In achieving success in the business realm, companies must cultivate brand trust with consumers. Brand trust becomes the primary weapon for companies to compete and maintain their presence in an increasingly competitive market. This study aims to analyze the impact of electronic word of mouth and brand experience on OVO brand trust among students in Medan. Furthermore, the influencing variables between electronic word of mouth and brand experience will be analyzed both partially and simultaneously on OVO brand trust. The research adopts a quantitative approach. The population consists of students in Medan, with a sample size of 100 respondents selected using purposive sampling. Primary data are collected through direct questionnaire distribution, while secondary data are gathered through literature review. Analysis methods include validity and reliability testing, classical assumption testing, multiple linear regression, partial tests, simultaneous tests, and determination tests, processed using MS Excel and SPSS version 25. Results indicate that electronic word of mouth (X1) positively influences brand trust, as does brand experience. Additionally, electronic word of mouth (X1) and brand experience (X2) collectively explain variations in the dependent variable of brand trust (Y). Based on the Adjusted R Square value, electronic word of mouth and brand experience contribute 66.6% to employee brand trust, while the remaining 33.4% is influenced by factors beyond the scope of this study.