Jurnal Bisnis Mahasiswa
Vol 3 No 4 (2023): Jurnal Bisnis Mahasiswa

Pengaruh User Generated Content Dan Electronic Word Of Mouth Terhadap Brand Trust Produk Kosmetik Hanasui Pada Aplikasi Tiktok

Dinda Eka Agustina (Universitas KH. A. Wahab Hasbullah)
Wisnu Mahendri (Universitas KH. A. Wahab Hasbullah)

Article Info

Publish Date
30 Oct 2023

Abstract

This research was conducted to find out how user-generated content (UGC) and electronic word of mouth (e-WOM) influence the brand trust of Hanasui cosmetic products in the Tiktok application. This type of research is quantitative research. The population of this study is users of the Tiktok application in Jombang Regency, East Java, with a minimum age range of 11-31 years. The sampling method in this study used a purposive sampling technique which obtained a total sample of 96 people. The data collection technique was distributing questionnaires online through Google Forms, then processing them using SPSS for Windows version 26. The conclusions from this study indicate that user-generated content has a positive and significant effect on brand trust, and electronic word of mouth has a positive and significant effect on brand trust

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Journal Info
Jurnal Bisnis Mahasiswa
Website

Abbrev

jurnal

Publisher

PT Aksara Indo Rajawali

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

Description

Tujuan dari Jurnal Bisnis Mahasiswa ini adalah untuk mendorong penyebaran seluas-luasnya hasil penelitian ilmiah akademisi dibidang bisnis. Jurnal Bisnis Mahasiswa mengundang artikel-artikel di bidang: Manajemen Akuntansi Ekonomi e-Business Jurnal Bisnis Mahasiswa menerima artikel-artikel yang ...