Research Article
Brand Trust For Local Brands in Medan
@INPROCEEDINGS{10.4108/eai.22-9-2022.2337400, author={Achmad Afriadi Trisatya}, title={Brand Trust For Local Brands in Medan}, proceedings={Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia}, publisher={EAI}, proceedings_a={EBIC}, year={2024}, month={4}, keywords={social media e-wom brand trust}, doi={10.4108/eai.22-9-2022.2337400} }- Achmad Afriadi Trisatya
Year: 2024
Brand Trust For Local Brands in Medan
EBIC
EAI
DOI: 10.4108/eai.22-9-2022.2337400
Abstract
Social Media Platform is being used more frequently among consumers and the interaction between consumers are spreading vastly through technological sophistication. Variety is an important component of marketing strategy, especially for local brands based in Medan. This study aims to analyze the effect of social media and electronic word of mouth (E-WOM) on brand trust of local brands in Medan. This study used 90 respondents who were determined based on the simple random sampling method. In terms of academic contributions, this research bridges the influence of social media on brand trust, in thich the area of this research is still limited. This study uses SmartPLS Path Analysis to test the data. Results show that social media and E-WOM influence brand trust. Social media is considered as a promotional tool, while E-WOM itself is helping consumers build trust toward local brands in Medan.