Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)

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The Effect of Entertainment, Interaction, Customization, Trendiness, and Ewom (Electronic Word Of Mouth) Againts Brand Image in The Digital Bussiness Study Program of Bali State Polytechnic

Authors
I Wayan Wirga1, *, Nyoman Indah Kusuma Dewi1, I Ketut Pasek1, Upayana Wiguna Eka Saputra1, Ida Bagus Dananjaya1
1Bali State Polytechnic, Bali, Indonesia
*Corresponding author. Email: wayanwirga@pnb.ac.id
Corresponding Author
I Wayan Wirga
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-83-1_7How to use a DOI?
Keywords
component; formatting; style; styling; insert (key words)
Abstract

This study aimed to analyze the effects of Entertainment, Interaction, Customization, Trendiness, and EWOM Against Brand Image in the Digital Business Study Program of Bali State Polytechnic. The type of this study used quantitative research. The sample for this study is 230 respondents of the students of Vocational High Schools (SMK) in the Kec. South Kuta, Badung Regency, Bali. The data collection method used a questionnaire and quantitative descriptive analysis using Partial Least Square (PLS) analysis. The results of this study revealed that only the interaction variable proved to be negative and insignificant to brand image. Then, entertainment, customization, trendiness, and E-WOM variables show a positive and significant influence on brand image. Therefore, the higher entertainment, customization, trendiness, and E-WOM, the higher the brand image in the Bali State Polytechnic Digital Business study program.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-83-1
ISSN
2352-5398
DOI
10.2991/978-2-494069-83-1_7How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - I Wayan Wirga
AU  - Nyoman Indah Kusuma Dewi
AU  - I Ketut Pasek
AU  - Upayana Wiguna Eka Saputra
AU  - Ida Bagus Dananjaya
PY  - 2022
DA  - 2022/12/30
TI  - The Effect of Entertainment, Interaction, Customization, Trendiness, and Ewom (Electronic Word Of Mouth) Againts Brand Image in The Digital Bussiness Study Program of Bali State Polytechnic
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
PB  - Atlantis Press
SP  - 35
EP  - 42
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-83-1_7
DO  - 10.2991/978-2-494069-83-1_7
ID  - Wirga2022
ER  -