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All Journal LANTERN (Journal on English Language, Culture and Literature) Kinerja PREMISE: Journal of English Education and Applied Linguistics Wiralodra English Journal (WEJ) SEIKO : Journal of Management & Business ENGLISH JOURNAL SAGA: Journal of English Language Teaching and Applied Linguistics English Journal Jurnal Nasional Manajemen Pemasaran dan SDM Dynamic Management Journal INVOICE : JURNAL ILMU AKUNTANSI Jurnal Manajemen INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS ProBisnis : Jurnal Manajemen Jurnal Riset Akuntansi dan Bisnis Indonesia Journal of English Education EQUILIBRIUM : JURNAL BISNIS DAN AKUNTANSI (EJBA) Pedagogic Research - Applied Literacy Journal Journal of English Language Teaching, Literatures, Applied Linguistics English Education: English Journal for Teaching and Learning PHINISI Manager : Jurnal Ilmu manajemen
Ade Kristianus Kaloeti
Universitas Kristen Immanuel
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Product Features and Customer Satisfaction on Electronic Word of Mouth (E-WOM) with Brand Trust as a Mediating Variable among Honda Honda Vario Users in Special Region of Yogyakarta Krisnadi, Yehizkia Putra; Heriputranto, Lukas Agung; Kaloeti, Ade Kristianus
EQUILIBRIUM - Jurnal Bisnis dan Akuntansi Vol. 20 No. 1 (2026): EQUILIBRIUM - Jurnal Bisnis dan Akuntansi (EJBA)
Publisher : Universitas Kristen Immanuel

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61179/ejba.v20i1.828

Abstract

This study aims to analyze the influence of product features and customer satisfaction on Electronic Word of Mouth (E-WOM), with brand trust as a mediating variable among Honda Honda Vario users in the Special Region of Yogyakarta. The growing use of automatic motorcycles in urban areas requires manufacturers to continuously improve product features and maintain customer satisfaction in order to generate organic digital promotion through social media. This research employed a quantitative approach using a survey method involving 250 Honda Honda Vario users in the Special Region of Yogyakarta. The sampling technique used was purposive sampling. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results indicate that product features have a positive effect on customer satisfaction. Customer satisfaction positively affects brand trust. Brand trust has a significant effect on E-WOM. Product features also have a direct effect on E-WOM. Furthermore, brand trust is proven to mediate the relationship between customer satisfaction and E-WOM. These findings emphasize the importance of feature innovation and strengthening brand trust in encouraging consumer advocacy in the digital era.
Co-Authors AA Sudharmawan, AA Avriliana, Winda Bessie, Florance Angelina Chrisentianus Abdi Saptomo Daeli, Iman Putra Damanik, Ganda Wijaya DESI NATALIA, DESI Endang Roswita Gulo Gea, Iman Hati Hadisuwito, Mutiara Septiani Harefa, Bestman Anugerah Utema Herwinanto, Erfan Jeniwanti Carolina Kotte Krisnadi, Yehizkia Putra Lukas Agung Heriputranto Marau, Viktor Erniko Panggabean, Jannes Samuel Elfronzo Abhimael Pomantow, Charen Prasetyanta, Agus Raden Teja Yokanan Riko Gesmani Siswati, Susi Sri Ani Puji Setiawati Telaumbanua, Tomo Saro Widiantoro, Fian Martino