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All Journal Proceedings of Femfest International Conference on Economics, Management, and Business
Alya Nursakinah
Institut Agama Islam Tazkia Bogor, Indonesia
Economics, Econometrics & Finance

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The Impact of Costumer Experience and Electronic Word of Mouth on Brand Trust Alya Nursakinah; Afif Zaerofi; Shofi Arofatul Marits
Proceedings of Femfest International Conference on Economics, Management, and Business Vol. 2 (2024): Proceedings of Femfest International Conference on Economics, Management, and Busines
Publisher : Universitas Darussalam Gontor

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Abstract

This research aims to find out whether there is an influence of customer experience and electronic word of mouth (E-WoM) on brand trust of local skincare products of Z- Generation living in Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek). This research uses a descriptive quantitative approach. To collect the data, a questionnaire is distributed to a total of 145 skincare products users. To analyse the data, multiple linear regression analysis is employed. This research shows that customer experience and E-WoM have a positive significant effect on Brand Trust both partially amd simultinously. Keywords: Customer Experience, E-WoM, Brand Trust
Co-Authors Afif Zaerofi Shofi Arofatul Marits