PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP BRAND TRUST (Studi Pada Customer Auto2000 Banjarmasin)

The development of digital technology has driven changes in consumer communication patterns, one of which is through Electronic Word of Mouth (E-WOM), which is the dissemination of information through online reviews or recommendations. In the context of automotive marketing, E-WOM has become one of the primary sources of information influencing brand trust. However, the extent to which E-WOM influences brand trust among consumers still requires empirical research, particularly in automotive dealer services such as Auto2000 Banjarmasin.
This study is based on Goyette et al.'s E-WOM theory, which includes the dimensions of intensity, opinion valence, and content, as well as Chaudhuri & Holbrook's brand trust theory, which encompasses reliability, integrity, and satisfaction. The study employs a quantitative approach using a survey method with 340 respondents selected through simple random sampling. Data analysis techniques include validity tests, reliability tests, correlation analysis, simple regression analysis, and t-tests using SPSS version 29.
The results indicate that E-WOM has a positive and significant effect on Brand Trust, as evidenced by the t-test with a calculated t-value > table t-value at a significance level of p < 0.001, specifically 11.192 > 1.967. The regression results show a coefficient value of 0.264 with a significance level of p < 0.001, The R-Square value is 0.270, indicating that the E-WOM variable can explain 27% of the variation in Brand Trust. These results indicate that E-WOM has an influence on Brand Trust, although other factors also influence it.