Pengaruh Brand Love dan E-Wom Terhadap Brand Trust pada Pengguna Aplikasi Gojek di Kota Malang
DOI:
https://doi.org/10.63822/sy6qm206Keywords:
brand love, electronic word of mouth, brand trust, Gojek.Abstract
Brand love and electronic word of mouth are factors that can shape user trust in digital service brands. Although Gojek holds a strong brand position, both positive and negative reviews regarding service quality, security, and user experience persist. This study aims to analyze the influence of brand love and electronic word of mouth both partially and simultaneously on brand trust among Gojek app users in Malang City. This study employed a quantitative approach using explanatory research. The data were collected via online questionnaires from 100 respondents selected through purposive sampling. The data were analyzed using descriptive analysis, classical assumption tests, multiple linear regression, the coefficient of determination, partial tests, and simultaneous tests. Descriptive analysis results indicated that brand love obtained a mean score of 3.89, electronic word of mouth 3.91, and brand trust 4.07 all fell within the high category. Classical assumption test results showed that the regression model met the necessary requirements. The findings indicated that brand love and electronic word of mouth explain 56.8% of the variance in brand trust, while the remaining 43.2% was explained by factors outside the scope of this study. The results showed that brand love had a positive and significant partial effect on brand trust. Electronic word of mouth also had a positive and significant partial effect on brand trust, exerting a stronger influence than brand love. Simultaneously, brand love and electronic word of mouth had a positive and significant effect on brand trust. Based on these findings, it can be concluded that user trust in Gojek is formed through emotional connections with the brand and information obtained via digital media. It is recommended that Gojek maintain user satisfaction, the quality of digital information content, and brand credibility, while also enhancing emotional attachment, user interaction on digital media, and accountability in resolving service issues
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