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Maulidyna, Risna
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Virtual Brand Community in creating the Electronic Word of Mouth Lisnawati, Lisnawati; Hurriyati, Ratih; Maulidyna, Risna
Strategic : Jurnal Pendidikan Manajemen Bisnis Vol 20, No 1 (2020): Strategic
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/strategic.v20i1.27083

Abstract

The purpose of this research is to find the influence of virtual brand communities on electronic word of mouth on members of the Fortuner (ID42NER) car user community. A total of 95 respondents were using probability sampling. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique used is verification technique using path. The research showed that the virtual brand community has an influence on electronic word of mouth.
Co-Authors Lisnawati Lisnawati Ratih Hurriyati