Customer Loyalty: Electronic Word of Mouth dan Quality Product Yang Dimediasi Brand Trust BGS Coffee Bar & Lifestyle Shop
Sari
Penelitian ini bertujuan untuk mengetahui bagaimanakah pengaruh electronic word of mouth dan quality product terhadap brand trust dan customer loyalty, serta peran mediasi dari brand trust pada pengaruh electronic word of mouth dan quality product terhadap customer loyalty. Lokasi penelitian ini di BGS Coffee Shop & Lifestyle Shop dan sampel yang digunakan sejumlah 140 responden. Analisis data dalam penelitian ini dilakukan menggunakan SmartPLS 4. Hasil pengujian menunjukkan bahwa electronic word of mouth (e-WOM) memiliki pengaruh positif dan signifikan terhadap brand trust. Selain itu, kualitas produk (quality product) juga terbukti berpengaruh positif dan signifikan terhadap brand trust. Selanjutnya, e-WOM berpengaruh positif dan signifikan terhadap loyalitas pelanggan (customer loyalty), begitu pula kualitas produk yang memberikan pengaruh positif dan signifikan terhadap loyalitas pelanggan. Temuan lain menunjukkan bahwa brand trust memiliki pengaruh positif dan signifikan terhadap customer loyalty. Lebih lanjut, brand trust terbukti berperan sebagai variabel mediasi yang secara positif dan signifikan memediasi hubungan antara e-WOM dengan customer loyalty, serta hubungan antara kualitas produk dengan customer loyalty. Saran yang dapat diberikan oleh peneliti adalah pihak manajemen BGS Coffee Shop & Lifestyle Shop memberikan reward berupa diskon atau free produk kepada konsumen yang bersedia memberikan ulasan, mengkombinasikan bahan baku produk yang memiliki warna berbeda pada tiap makanan, membuat produk sesuai dengan standar yang telah ditetapkan, selalu memberikan produk yang berkualitas dan pelayanan yang baik.
Kata Kunci: Electronic Word of Mouth, Quality Product, Brand Trust, Customer Loyalty
Abstract
This study aims to determine the influence of electronic word of mouth (e-WOM) and product quality on brand trust and customer loyalty, as well as the mediating role of brand trust in the relationship between e-WOM and product quality toward customer loyalty. The research was conducted at BGS Coffee Shop & Lifestyle Shop, involving a sample of 140 respondents. Data analysis was performed using SmartPLS 4. The results indicate that e-WOM has a positive and significant effect on brand trust. Similarly, product quality also has a positive and significant impact on brand trust. Furthermore, e-WOM positively and significantly affects customer loyalty, as does product quality, which also has a positive and significant influence on customer loyalty. Another finding reveals that brand trust has a positive and significant effect on customer loyalty. Moreover, brand trust serves as a mediating variable, positively and significantly mediating the relationship between e-WOM and customer loyalty, as well as between product quality and customer loyalty. The study suggests that the management of BGS Coffee Shop & Lifestyle Shop should provide rewards, such as discounts or free products, to customers who are willing to leave reviews, combine raw materials with different colors for each food item, produce items according to established standards, and consistently deliver high-quality products and excellent service.
Keywords: Electronic Word of Mouth, Product Quality, Brand Trust, Customer Loyalty
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DOI: https://doi.org/10.37531/yume.v8i3.10906
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