THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, BRAND EXPERIENCE AND BRAND IMAGE ON GOPAY BRAND TRUST (STUDY OF STUDENTS AT DUTA WACANA CHRISTIAN UNIVERSITY)

Fransiska Meilin Kapita

Management and Sustainable Development Journal
Vol. 5 No. 2 (2023): Management and Sustainable Development Journal

The research was conducted to determine whether electronic word of mouth, brand experience, and brand image significantly affect Gopay's brand trust (Study of Duta Wacana Christian Students). The research is a quantitative research using primary data and secondary data. A purposive sampling was used to distribute questionnaires to 150 Kristen Duta Wacana University students who used Gopay as research samples. Multiple Linear Analysis, R2 Test, F Value Test, and t Value Test are all used in the research methodology. The findings of this study show that electronic word of mouth, brand experience, and brand image significantly impact brand trust. Keywords: Electronic Word of Mouth, Brand Experience, Brand Image, Brand Trust.