ANTESEDEN ELECTRONIC WORD OF MOUTH (EWOM) DAN DAMPAKNYA PADA CONSUMER BASED BRAND EQUITY (CBBE) (Studi Pada Konsumen Produk Smartphone Xiaomi)

Abstract

The purpose of this study is to analyze electronic word of mouth (EWOM) antecedents and their impact on consumer-based brand equity (CBBE). This study uses descriptive analysis and statistical analysis. Data was collected using a self-managed questionnaire. Only selected participants use Xiaomi smartphones. A regression analysis was used to analyze this study. The results showed that the quality of information influences electronic word of mouth (EWOM), the quantity of information influences electronic word of mouth (EWOM), subjective norms do not affect electronic word of mouth (EWOM), the quality of information influences consumer-based brand equity (CBBE), and electronic word of mouth (EWOM) has an effect on consumer-based brand equity (CBBE).