Pengaruh Penggunaan Social Media & Electronic Word of Mouth (E-Wom) dalam Membangun Brand Trust pada Me Nail Art di Bandar Lampung

Ely Sabet Vebyveby Ola; Tri Lestira Putri Warganegara

doi:10.31004/riggs.v5i1.6191

Authors

Ely Sabet Vebyveby Ola Universitas Bandar Lampung
Tri Lestira Putri Warganegara Universitas Bandar Lampung

DOI:

https://doi.org/10.31004/riggs.v5i1.6191

Keywords:

Brand Trust, Media Sosial, Electronic Word of Mouth, Jasa Kecantikan, Perilaku Konsumen

Abstract

Kepercayaan terhadap merek (brand trust) merupakan faktor penting dalam membangun hubungan jangka panjang antara konsumen dan perusahaan, terutama pada sektor jasa kecantikan yang memiliki tingkat persaingan tinggi dan karakteristik layanan yang bersifat personal. Perkembangan teknologi digital mendorong pelaku usaha untuk memanfaatkan media sosial serta electronic word of mouth (E-WOM) sebagai sarana komunikasi, promosi, dan pembentukan citra merek dalam upaya meningkatkan kepercayaan konsumen. Media sosial memungkinkan interaksi dua arah yang cepat, sementara E-WOM berperan sebagai sumber informasi berbasis pengalaman konsumen yang dinilai lebih kredibel. Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan media sosial dan electronic word of mouth (E-WOM) terhadap brand trust pada Me Nail Art di Bandar Lampung, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah konsumen Me Nail Art di Bandar Lampung, dengan teknik pengambilan sampel menggunakan purposive sampling berdasarkan kriteria tertentu. Data dikumpulkan melalui penyebaran kuesioner terstruktur kepada responden, kemudian dianalisis menggunakan analisis regresi linear berganda. Sebelum pengujian hipotesis, data terlebih dahulu diuji melalui uji validitas, reliabilitas, serta uji asumsi klasik guna memastikan kelayakan model penelitian. Hasil penelitian menunjukkan bahwa penggunaan media sosial yang dikelola secara efektif berpengaruh positif dan signifikan terhadap brand trust. Selain itu, E-WOM positif juga terbukti mampu meningkatkan kepercayaan konsumen terhadap Me Nail Art. Secara simultan, media sosial dan E-WOM memberikan kontribusi yang signifikan dalam membangun brand trust. Oleh karena itu, Me Nail Art disarankan untuk meningkatkan konsistensi konten media sosial, memperkuat interaksi dengan pelanggan, serta mengelola ulasan dan testimoni konsumen secara profesional dan berkelanjutan secara konsisten.

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