Kinanti, Isnatul Agil (2025) Pengaruh Negative Electronic Word of Mouth (NEWOM) dan Perceived Brand Betrayal Terhadap Brand Avoidance Produk Serum Azarine. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Consumer experience is very important in influencing purchasing decisions. Negative experiences, such as poor service or defective products, can damage trust. As a result, consumers can spread dissatisfaction online, known as negative electronic word of mouth or NEWOM, which can influence other potential consumers. Furthermore, negative experiences can lead to perceived brand betrayal, making consumers feel that their trust has been betrayed and ultimately encouraging them to avoid the brand. This study aims to analyze the influence of Negative Electronic Word of Mouth and Perceived Brand Betrayal on Brand Avoidance for Azarine serum products. The research method used was quantitative. Data was collected from 110 respondents using a questionnaire distributed online using propositional sampling to Azarine serum consumers. The data was then analyzed using the SEM-PLS approach with the help of Smart-PLS version 4 software. The study showed that Negative Electronic-Word of Mouth has a positive and significant effect on Brand Avoidance with a parameter coefficient of 0.155 and a significance value of p-value of 0.010. This also applies to the Perceived Brand Betrayal variable, which has a positive and significant effect on Brand Avoidance with a parameter coefficient of 0.721 and a significance value of p-value of 0.000. These findings indicate that exposure to NEWOM and feelings of betrayal by the brand have a strong influence.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Isnatul Agil Kinanti | ||||||||
| Date Deposited: | 11 Sep 2025 01:56 | ||||||||
| Last Modified: | 11 Sep 2025 01:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42468 |
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