The Influence of Electronic Word of Mouth, Value Co-Creation and Brand Image on Trust

DOI

10.2991/piceeba-19.2019.60How to use a DOI?

Keywords

Electronic Word of Mouth, Value Co-Creation, Brand Image, Trust

Abstract

This research aims to analyze: (1) the influence of brand image on E-Word of Mouth of Wardah in Padang city (2) the impact of brand image on customer trust (3) the influence of value co-creation on E-Word of Mouth (4) the influence of value co-creation on brand image (5) The influence of value co-creation on trust, and (6) the influence of trust on E-Word of Mouth. This research is a causative research. The population on this research is all students who use Wardah cosmetics in Padang. The total number of samples in this study are 80 students who have been selected by using purposive sampling due to unknown the number of populations. This study found that (1) brand image has no significant direct effect on E-Word of Mouth (2) brand image has a significant effect on trust (3) value co-creation has a significant effect on E-Word of Mouth (4) value co-creation has a significant effect on brand image (5) value co-creation has a significant effect on trust (6) trust has a significant effect on E-Word of Mouth. Some limitations and further studies are discussed.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Abror
AU  - Silvi Ayuni
AU  - Yunita Engriani
PY  - 2019/09
DA  - 2019/09
TI  - The Influence of Electronic Word of Mouth, Value Co-Creation and  Brand Image on Trust
BT  - Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)
PB  - Atlantis Press
SP  - 276
EP  - 287
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-19.2019.60
DO  - 10.2991/piceeba-19.2019.60
ID  - 2019/09
ER  -