The Influence of Electronic Word of Mouth and Customer Experience on Brand Trust : Case Study of Xiaomi Smartphone Users

Erika Rahim, Fitri Ayu Nofirda, Wan Laura Hardilawati, Ikhbal Akhmad, Hicmaed Tachta Hinggo S

Abstract


This research aims to determine the influence of electronic word of mouth (e-wom) and customer experience on brand trust : a case study of Xiaomi smartphone users . This research was conducted in Pekanbaru City with a total of 90 respondents. This research uses a quantitative method with research sampling using a purposive sampling method . Data testing uses validity tests, reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests and determination tests with the help of SPSS 22 software . The results of this study show that electronic word of mouth (e-wom) partially has a positive and significant effect on Brand trust and customer experience partially have a positive and significant effect on brand trust .


Keywords


Electronic Word Of Mouth , Customer Experience , Brand Trust

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.472

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