Pengaruh Electronic Word of Mouth dan Brand Image Terhadap Customer Loyalty Pada Produk Hotto di tengah Isu Ketidaksesuaian Klaim Kandungan Gizi

Anggraeni, Dini (2025) Pengaruh Electronic Word of Mouth dan Brand Image Terhadap Customer Loyalty Pada Produk Hotto di tengah Isu Ketidaksesuaian Klaim Kandungan Gizi. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The purpose of this study was to determine the influence of eWOM and brand image on customer loyalty to Hotto products amidst the issue of discrepancies in nutritional content claims. The population in this study were Hotto consumers who were aware of the issue of nutritional overclaims and resided in the Bekasi area. This study used a quantitative descriptive approach with primary data obtained through questionnaires distributed to 100 respondents. Data analysis was conducted using statistical tests with multiple linear regression analysis and processed using SPSS version 30. The results of the (partial) t-test showed that eWOM had a calculated t-value of 4.328 > 1.660 with a significance level of 0.000018 < 0.05, thus H1 was accepted and eWOM had a positive and significant effect on consumer loyalty. Meanwhile, brand image showed a calculated t-value of 3.659 > 1.660 with a significance level of 0.000206 < 0.05, thus H2 was accepted and brand image also had a positive and significant effect on consumer loyalty. Thus, this study proves that the overclaim issue does not completely reduce consumer loyalty to Hotto products, because eWOM and brand image are proven to have a positive effect on loyalty.

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