PENGARUH BRAND COMMUNITY DAN CUSTOMER ENGAGEMENT TERHADAP BRAND TRUST PADA PENGGUNA WARDAH DI KALANGAN MAHASISWA FISIP USU

David Jefferson Tua Sinaga; Aoriasoke Sihombing; Mariani Purba; Juelsa M. S. Sinaga; Theresa A. ButarButar; Onan Marakali Siregar; Ummi Salamah Sitorus

doi:10.36563/ds7hhc47

Authors

David Jefferson Tua Sinaga Universitas Sumatera Utara
Aoriasoke Sihombing Universitas Sumatera Utara
Mariani Purba Universitas Sumatera Utara
Juelsa M. S. Sinaga Universitas Sumatera Utara
Theresa A. ButarButar Universitas Sumatera Utara
Onan Marakali Siregar Universitas Sumatera Utara
Ummi Salamah Sitorus Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.36563/ds7hhc47

Keywords:

brand community, customer engagement, brand trust, wardah, mahasiswa

Abstract

Penelitian ini bertujuan untuk menguji dampak komunitas merek dan keterlibatan pelanggan terhadap kepercayaan merek di kalangan konsumen produk Wardah yang merupakan mahasiswa S1 di Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara. Penelitian ini menggunakan metodologi kuantitatif dengan desain penelitian eksploratif. Data dikumpulkan dengan memberikan kuesioner kepada 108 responden yang dipilih melalui metode sampel purposif. Analisis data dilakukan dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa komunitas merek memberikan pengaruh positif dan substansial terhadap kepercayaan merek, yang berarti bahwa keterlibatan pelanggan yang lebih besar dalam komunitas merek Wardah berkorelasi dengan peningkatan tingkat kepercayaan terhadap merek. Secara bersamaan, keterlibatan pelanggan tidak memberikan pengaruh substansial terhadap kepercayaan merek. Temuan ini menunjukkan bahwa komunitas merek memainkan peran penting dalam membina hubungan konsumen dan kepercayaan terhadap merek Wardah.

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