PENGARUH BRAND CREDIBILITY TERHADAP WORD OF MOUTH MELALUI CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY
DOI:
https://doi.org/10.32670/fairvalue.v4i3.734Keywords:
Brand Credibility; Word Of Mouth; Customer Satisfaction; Customer LoyaltyAbstract
This research aims to examine the positive effect of brand credibility on word of mouth
through customer satisfaction and customer loyalty at Tokopedia. The internet has had
a dramatic effect in influencing business behavior which is now utilized to facilitate the
refinement and processing of business transactions known as e-commerce. Tokopedia is
an e- commerce made by the nation's children who has become the number 1 unicorn
company in Indonesia. However, due to the intense e-commerce competition in
Indonesia, Tokopedia has shifted its position. There was a problem with Tokopedia's
security where as many as 91 million Tokopedia user data was leaked and sold on the
dark web. This prompts research upon Tokopedia’s brand credibility on word of mouth
through customer satisfactionand customer. The sampling technique in this study uses a non-probability samplingtechnique, namely convenience sampling where the respondents are Tokopedia customers in Jabodetabek. The sample in this study
amounted to 154 respondents with the data collection method in the form of a
questionnaire. The data were processed using validity, reliability, and statistical
analysis. Data processing using Partial Least Square – Structural Equation Modeling
(PLS-SEM) was processed using SmartPLS software. The results showed that the brand
credibility variable had a positive influence, either directly or indirectly, on word of
mouth mediated by customer satisfaction and customer loyalty
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