The role of Brand Image in Determining the Influence of E-WOM on Brand Trust at Cendana Polytechnic

Authors

  • Fauzi Akbar Maulana Hutabarat Universitas Sumatera Utara
  • Endang Sulistya Rini Universitas Sumatera Utara
  • Parapat Gultom Universitas Sumatera Utara

Keywords:

E-WOM, Brand Image, Brand Trust

Abstract

This research aims to find out the role of brand image in mediating the influence of E-WOM on Cendana's Polytechnic Brand Trust. The confidence of the people greatly influenced the decision to choose the college as a stamp to continue their education. The research methodology used is a quantitative method where the data collection is carried out using a questionnaire method with the number of samples of the research being 98 students of Cendana Polytechnic. Smart PLS is used as a data processing tool, it can be concluded that E-WOM and brand image have a significant influence on brand trust. This study contributed to the knowledge of how E-WOM and brand image, influenced vocational college brand trust, especially Cendana Polytechnic which has never been studied before.

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Published

04-10-2023

How to Cite

Hutabarat, F. A. M., Rini, E. S., & Gultom, P. (2023). The role of Brand Image in Determining the Influence of E-WOM on Brand Trust at Cendana Polytechnic. Cendana International Conference on Social and Technology, 1(1), 73–79. Retrieved from http://prosiding.politeknikcendana.ac.id/index.php/CICoST/article/view/359