Boosting Local Brand Awareness Through Engagement and eWOM

Diki Putra Setianto; Muis Murtadho; Erwin Rediono Tan

doi:10.31004/riggs.v4i2.458

Authors

Diki Putra Setianto Universitas Widya Kartika
Muis Murtadho Universitas Widya Kartika
Erwin Rediono Tan Universitas Widya Kartika

DOI:

https://doi.org/10.31004/riggs.v4i2.458

Keywords:

Customer Engagement, E-WoM, Brand Awareness, Indonesia Local Fashion

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Engagement (CE) dan Electronic Word of Mouth (eWOM) terhadap Brand Awareness (BA) pada merek fashion lokal Indonesia dalam konteks ekonomi digital. Dengan menggunakan metode kuantitatif dan pendekatan Partial Least Squares konstrukl Equation Modeling (PLS-SEM), data dikumpulkan dari konsumen merek fashion lokal dan dianalisis untuk menguji dua hipotesis utama. Hasil penelitian menunjukkan bahwa baik CE maupun eWOM berpengaruh positif dan signifikan terhadap BA, masing-masing dengan nilai p < 0.05 dan T-statistik yang melebihi ambang batas. Temuan ini mengindikasikan bahwa keterlibatan pelanggan dan promosi dari mulut ke mulut secara digital merupakan strategi efektif dalam membangun kesadaran merek. Penelitian ini memberikan implikasi praktis bagi pelaku usaha fashion lokal agar lebih fokus pada interaksi digital dan strategi berbasis komunitas guna meningkatkan daya saing di pasar domestik yang semakin kompetitif.

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