Electronic Word of Mouth Analysis of Brand Attachment on MSME Products

DOI

10.2991/aebmr.k.220701.040How to use a DOI?

Keywords

Electronic Word of Mouth (eWOM); Brand Attachment; Social Media

Abstract

This study aims to determine the effect of electronic word of mouth (eWOM) on brand attachment on MSME products. The technique used in this research was non-probability sampling with the purposive sampling method. The data collection technique in this research was a questionnaire distributed to 197 respondents via a google form. The data analysis used was f-test analysis, t-test, and simple linear regression analysis. Based on the results of the t-test, it was found that the t-count on the electronic word of mouth variable was 5.491 with a significance level of 0.000 and t-table = 1.972 with the probability of t being sig <0.05 for the brand attachment variable. Meanwhile, based on the f-test results, the calculated F value was 30,152 with a significance level of 0.000 and F table = 3.89. The probability of 30,152 is greater than 0.05 and the calculated F value > F table showing that electronic word of mouth had a positive and significant effect on the brand attachment variable. The results of the study indicate that the presence of eWOM in a product can affect the brand attachment of an MSME product. The form of eWOM on social media can be seen when producers/sellers post on social media about product-related information, followers will respond (mention, comment, repost). At that time, the brand awareness of the product will increase.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Faishal Aulia Zahran
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2022
DA  - 2022/07/12
TI  - Electronic Word of Mouth Analysis of Brand Attachment on MSME Products
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 203
EP  - 208
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.040
DO  - 10.2991/aebmr.k.220701.040
ID  - Zahran2022
ER  -