Loyalitas Merek dan Electronic Word of Mouth (e-WOM) terhadap Intensi Perpindahan Merek pada Konsumen

Maharani, Reni (2026) Loyalitas Merek dan Electronic Word of Mouth (e-WOM) terhadap Intensi Perpindahan Merek pada Konsumen. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

	Text PENDAHULUAN.pdf Download (803kB)
	Text BAB I.pdf Download (114kB)
	Text BAB II.pdf Restricted to Repository staff only Download (254kB) | Request a copy
	Text BAB III (2).pdf Restricted to Repository staff only Download (426kB) | Request a copy
	Text BAB IV (2).pdf Restricted to Repository staff only Download (253kB) | Request a copy
	Text BAB V (2).pdf Download (149kB)
	Text Daftar Pustaka (2).pdf Download (145kB)

Abstract

ABSTRACT Consumers have low brand loyalty and high electronic word of mouth (e-WOM), which causes brand switching intentions. This study examines brand loyalty and electronic word of mouth (e-WOM) on brand switching intentions among consumers. This quantitative research was conducted at Wizzmie Bekasi on 268 consumers using brand loyalty scales, electronic word of mouth (e-WOM) scales, and brand switching intention scales. Reliability tests showed a scale value of 0.976 for the brand switching intention scale, 0.980 for the brand loyalty scale, and 0.915 for the electronic word of mouth (e-WOM) scale. The results of the first hypothesis show that the brand loyalty variable has a significant negative relationship with brand switching intention, indicating a significant negative correlation relationship, which is in accordance with the correlation coefficient of -0.521 resulting in a p-value of 0.000 (p<0.05). The results of the second hypothesis indicate that the variable electronic word of mouth with brand switching intention is stated to have a significant positive correlation, which is in accordance with the correlation coefficient of 0.487, resulting in a p-value of 0.000 (p<0.05).

Actions (login required)

View Item