Menghindari Merek: Pengaruh Negative Electronic Word of Mouth (NEWOM) dan Perceived Brand Betrayal pada Produk Serum Azarine
DOI:
https://doi.org/10.35384/jemp.v11i3.827Keywords:
NEWOM, perceived brand betrayal, brand avoidance, AzarineAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Negative Electronic Word of Mouth dan Perceived Brand Betrayal terhadap Brand Avoidance pada produk serum Azarine. Metode penelitian yang digunakan adalah metode kuantitatif. Data dikumpulkan dari 110 responden menggunakan kuesioner yang disebarkan secara online menggunakan proposive sampling kepada konsumen serum Azarine. Data kemudian dianalisis menggunakan pendekatan SEM-PLS dilakukan dengan bantuan softwere Smart-PLS. Penelitian menunjukkan hasil bahwa Negative Electronic-Word of Mouth memiliki pengaruh positif dan signifikan terhadap Brand Avoidance dengan koefisien parameter sebesar 0.155 dan nilai signifikansi p-value sebesar 0.010. Hal ini juga berlaku pada variabel Perceived Brand Betrayal yang memiliki pengaruh positif dan signifikan terhadap Brand Avoidance dengan koefisien parameter sebesar 0.721 dan nilai signifikansi p-value sebesar 0.000. Temuan ini mengindikasikan bahwa paparan NEWOM dan perasaan dikhianati oleh merek berpengaruh kuat dalam menciptakan perilaku konsumen untuk menghindari merek.
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