PENGARUH EMPLOYEE GENERATED CONTENT DAN ELECTRONIC WORD OF MOUTH DI TIKTOK TERHADAP BRAND TRUST SKINTIFIC MELALUI BRAND REPUTATION (Studi pada perempuan generasi Z kota Palembang)

Search by :

ALL Author Subject ISBN/ISSN Advanced Search

Last search:

Skripsi

PENGARUH EMPLOYEE GENERATED CONTENT DAN ELECTRONIC WORD OF MOUTH DI TIKTOK TERHADAP BRAND TRUST SKINTIFIC MELALUI BRAND REPUTATION (Studi pada perempuan generasi Z kota Palembang)

Elvandari, Alycia Virgina - Personal Name;

This study aims to analyze the influence of Employee Generated Content (EGC) and Electronic Word of Mouth (E-WOM) on Brand Trust of Skintific products on TikTok, with Brand Reputation as a mediating variable. The object of this study is Generation Z women who actively use TikTok and reside in Palembang City. This research employs a quantitative approach using a purposive sampling technique. Data were collected through questionnaires and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The results show that Electronic Word of Mouth has a positive and significant effect on Brand Reputation with a path coefficient of 0.654 and a positive and significant effect on Brand Trust with a coefficient of 0.267. In addition, Brand Reputation positively and significantly influences Brand Trust with a coefficient of 0.523. Meanwhile, Employee Generated Content does not have a significant effect on Brand Reputation, but it has a positive and significant direct effect on Brand Trust with a coefficient of 0.123. The mediation analysis indicates that Brand Reputation mediates the effect of Electronic Word of Mouth on Brand Trust with an indirect effect coefficient of 0.342, while it does not mediate the effect of Employee Generated Content on Brand Trust. Overall, Electronic Word of Mouth plays a more dominant role in building brand reputation and brand trust among Generation Z women in Palembang City

Availability

Central Library (Reference) T1923132026

T192313

Available but not for loan - Not for Loan

Detail Information

Series Title: -
Call Number: T1923132026
Publisher: Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2026
Collation: xv, 46 hlm.; ilus,; 29 cm
Language: Indonesia
ISBN/ISSN: -
Classification: 658.872 07
Content Type: Text
Media Type: unmediated
Carrier Type: -
Edition: -
Subject(s): Prodi Ilmu Komunikasi
Generasi Z
Specific Detail Info: -
Statement of Responsibility: KA

Other version/related

Title	Edition	Language
HUBUNGAN PERSONALITY TRAIT EXTRAVERSION DENGAN SOCIAL MEDIA ADDICTION PADA GENERASI Z		id
PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SKINCARE MANYO FACTORY DI KOTA PALEMBANG (STUDI KASUS PADA GENERASI Z KOTA PALEMBANG).		id
STEREOTIP PEREMPUAN PENGGEMAR K-POP DI INDONESIA (ANALISIS RESEPSI GENERASI Z PADA YOUTUBE PODCAST CLOSE THE DOOR EPISODE BERSAMA DAGGY KOREA)		id

File Attachment

PENGARUH EMPLOYEE GENERATED CONTENT DAN ELECTRONIC WORD OF MOUTH DI TIKTOK TERHADAP BRAND TRUST SKINTIFIC MELALUI BRAND REPUTATION (Studi pada perempuan generasi Z kota Palembang)

Comments

You must be logged in to post a comment