PENGARUH KEPERCAYAAN MEREK, KEPUASAN MEREK DAN CINTA MEREK TERHADAP ELECTRONIC WORD OF MOUTH (EWOM) GENERASI Z PADA JANGKAR CAFÉ & EATERY DI KOTA TOMOHON

Rizky Supit, Nova Mamuaya, Grace Moningkey

Abstract


Penelitian ini mengkaji strategi electronic word of mouth (EWOM) yang diterapkan oleh Jangkar Café & Eatery di Kota Tomohon, sejalan dengan pergeseran perilaku konsumen kuliner yang makin banyak mengulas produk secara daring. Studi ini berfokus pada analisis pengaruh Kepercayaan Merek, Kepuasan Merek, dan Cinta Merek terhadap EWOM di antara Generasi Z sebagai kelompok utama target. Penelitian ini menggunakan metode purposive sampling dengan mengumpulkan 100 responden dari Generasi Z yang merupakan pelanggan Jangkar Café & Eatery. Berdasarkan data kuesioner skala Likert yang dianalisis dengan SPSS versi 27, Terbukti bahwa Kepercayaan terhadap Merek, Kepuasan terhadap Merek, dan Cinta terhadap Merek secara bersamaan memberikan pengaruh positif dan signifikan terhadap kecenderungan Generasi Z untuk menyebarkan informasi rekomendasi berupa Word of Mouth (EWOM).

Kata Kunci: Kepercayaan Merek, Kepuasan Merek, Cinta Merek, EWOM

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