Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Personality, Brand Self Congruity, dan Brand Love terhadap Electronic Word of Mouth (eWOM) dengan peran mediasi Brand Trust pada konsumen Solong Coffee Ulee Kareng di Kota Banda Aceh. Fenomena meningkatnya persaingan industri kopi lokal dan pentingnya diferensiasi merek menjadi latar belakang penelitian ini. Desain penelitian yang digunakan bersifat kuantitatif dengan metode survei melalui kuesioner terstruktur yang disebarkan kepada 270 konsumen Solong Coffee. Analisis data dilakukan menggunakan Structural Equation Modeling dengan pendekatan Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa Brand Personality, Brand Self Congruity, dan Brand Love memiliki pengaruh signifikan terhadap eWOM dan Brand Trust yang selanjutnya berperan sebagai mediator . Implikasi praktis dari penelitian ini menegaskan pentingnya penguatan elemen kepribadian merek dan pengelolaan kepercayaan konsumen untuk meningkatkan efektivitas strategi pemasaran berbasis komunikasi dari mulut ke mulut secara elektronik. Penelitian ini diharapkan dapat memberikan kontribusi teoretis dalam pengembangan kajian pemasaran serta menjadi acuan praktis bagi manajemen Solong Coffee dalam merumuskan strategi branding yang lebih efektif.

This study aims to examine the influence of Brand Personality, Brand Self Congruity, and Brand Love on Electronic Word of Mouth (eWOM), with Brand Trust serving as a mediating variable among consumers of Solong Coffee Ulee Kareng in Banda Aceh City. The research is motivated by the growing competition in the local coffee industry and the need for effective brand differentiation strategies. A quantitative research design was employed, utilizing structured questionnaires distributed to 270 Solong Coffee consumers. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (PLS-SEM) approach. The findings indicate that Brand Personality, Brand Self Congruity, and Brand Love exert a positive and significant influence on eWOM, and Brand Trust which in turn mediates their effect. The practical implications highlight the importance of strengthening brand personality dimensions and managing consumer trust to enhance the effectiveness of electronic word-of-mouth marketing strategies. This study is expected to contribute theoretically to the marketing literature and serve as a practical reference for Solong Coffee management in formulating more effective branding strategies.