Fitriyah, Fikha (2025) PENGARUH ELECTRONIC WORD OF MOUTH, PERCEIVED QUALITY DAN CUSTOMER ENGAGEMENT TERHADAP BRAND TRUST (Studi pada Generasi Z Wanita Pengguna Kosmetik Wardah di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research was conducted to determine the effect of Electronic Word of Mouth, Perceived Quality and Customer Engagement on Brand Trust in Generation Z Female Wardah Cosmetic Users in Surabaya City. This research uses a quantitative approach. The population in this study is Generation Z Women in Surabaya City who have purchased Wardah cosmetics. The data collection technique used a questionnaire with a sample size of 205 respondents. Data analysis techniques using multiple linear analysis. The results obtained show that the F test produces Fcount 28.100 ˃ Ftable 2.64 with a sign value. 0.00 <0.05, then H1 is accepted. The t test in electronic word of mouth produces a tcount of 3.268 ˃ t table 1.971, for perceived quality produces a tcount of 3.566 ˃ t table 1.971 and customer engagement produces a tcount of 2.827 ˃ t table 1.971. Based on these results, it can be concluded that simultaneously electronic word of mouth (X1) s, perceived quality (X2) and customer engagement (X3) have a positive and significant effect on brand trust. Furthermore, partially electronic word of mouth (X1), perceived quality (X2) and customer engagement (X3) have a positive and significant effect on brand trust.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fikha Fitriyah | ||||||||
| Date Deposited: | 27 May 2025 04:10 | ||||||||
| Last Modified: | 27 May 2025 04:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36565 |
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