Influence of Electronic Word of Mouth, Perceived Quality, and Customer Engagement on Brand Trust (Study on Generation Z Women Wardah Cosmetics Users in Surabaya)
Year: 2025
Type: article
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 thus study in Generation Z Women in Surabaya City who have purchased Wardah cosmetic. The data collection technique used a questionnaire with a sample size of 205 respondents. The data collection technique uses multiple liniear analysis. The results of this study indicate that simultaneously electronic word of mouth (X1), 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.
Authors: Fikha Fitriyah, R. Yuniardi Rusdianto
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7094227857
FWCI:
Cites:
Cited by:
Related to: