Abstract:
PURPOSE - This study aims to determine whether the independent variables of
ewom, brand credibility and service quality affect brand loyalty with the object of
research, namely Toyota Kijang Innova Zenix.
DESIGN/METHODOLOGY/APPROACH - This research uses quantitative
methods. For data collection using google forms distributed to Toyota kijang innova
zenix users in Jabodetabek. The research sample obtained 250 respondents and then
processed the data using smart pls software v.3.2.9 and spss statistics v.26.
FINDINGS – The results of this research, the four hypotheses have been accepted
in accordance with the theory in chapter two, ewom has a positive effect on brand
trust, brand credibility has a positive effect on brand trust, service quality has a
positive effect on brand trust and finally brand trust has a positive effect on brand
loyalty.
ORIGINALITY VALUE – The results of this study successfully answered one
independent variable as a differentiator, namely electronic word of mouth, which
was not discussed in previous studies.
