Electronic Word Of Mouth Analysis of Brand Attachment on UMKM Products
Faishal Aulia Zahran1, Ratih Hurriyati2, Heny Hendrayati3

Manajemen, Sekolah Pascasarjana, Universitas Pendidikan Indonesia, Bandung

Abstract

This study aims to determine the effect of electronic word of mouth (eWOM) on brand attachment on MSME products. The technique used in this research is non probability sampling with purposive sampling method. The data collection technique in this study used a questionnaire which was distributed to 197 respondents via google form. The data analysis used was the f test analysis, t test and simple linear regression analysis. Based on the results of the t test, it can be seen that the amount of t count on the variable electronic word of mouth is 5,491 with a significance level of 0,000 and t table = 1,972 with the probability of t is sig <0.05 on the brand attachment variable. Meanwhile, based on the results of the f test, the calculated F value is 30,152 with a significance level of 0,000 and F table = 3.89. The probability of 30,152 is greater than 0.05 and the value of F count> F table by showing that eWOM has a positive and significant effect on the brand attachment variable. The Adjusted R Square value obtained is 0.134 or 13.4% can be explained by eWOM and the rest is influenced by other factors that are not explained in this study.Abstract english version, written using Time New Roman-11, italic. Abstract contains research aim/purpose, method, and reseach results- written in 1 paragraph, single space among rows, using past tense sentences.

Keywords: : Electronic Word Of Mouth (eWOM- Brand Attachment- Social Media)

Topic: Marketing Management