THE INFLUENCE OF BRAND TRUST AND BRAND LOVE TOWARDS BRAND LOYALTY AND ITS IMPLICATION ON eWOM

Abstract

Purpose – The purpose of this study was to explore eWOM and brand loyalty through brand trust and brand love in the context of Indonesian market with Youtube cosmetic review as its phenomenon. eWOM has been a popular strategy in promoting product/ brand lately, but the exploration of it in the cosmetic industry especially in Indonesia has been scarce. Design/ method – This research used the quantitative method with questionnaire as an instrument being spread online through Google Form. It was tested using SPSS AMOS 24 with the total of 201 respondents. Population of this research are people who watched Youtube cosmetic review, Indonesian males and females as well as those who actually used the cosmetic. Furthermore, this study used random sampling as the method with sample size of 226. Findings – The result demonstrate strong relationship between brand love to brand loyalty and brand loyalty to eWOM. Originality – Value of this research is the development of the theory and implication of eWOM in Indonesia.