Pengaruh Brand Personality, Brand Self-Congruity Dan Brand Love Terhadap eWOM Dengan Mediasi Brand Trust Pada Coffee Shop Lokal Di Surabaya

Takhiya, Rindy Apta (2026) Pengaruh Brand Personality, Brand Self-Congruity Dan Brand Love Terhadap eWOM Dengan Mediasi Brand Trust Pada Coffee Shop Lokal Di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan industri coffee shop lokal di Surabaya berkembang pesat seiring perubahan gaya hidup masyarakat dan tingginya penetrasi teknologi digital, yang mendorong ulasan daring menjadi salah satu rujukan utama konsumen sebelum melakukan pembelian. Dalam konteks ini, eWOM tidak lagi dipahami sekadar sebagai perilaku aktual, melainkan sebagai niat perilaku konsumen yang bersifat berkelanjutan untuk secara sukarela memberikan rekomendasi positif. Namun demikian, tidak semua konsumen yang memiliki pengalaman positif menunjukkan konsistensi dalam menyebarkan eWOM, sehingga mengindikasikan adanya peran faktor psikologis yang lebih kompleks di baliknya. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Personality, Brand Self-Congruity, dan Brand Love terhadap eWOM, dengan Brand Trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode Partial Least Square–Structural Equation Modeling (PLS-SEM) berdasarkan kerangka Stimulus–Organism–Response (S-O-R), di mana Brand Personality, Brand Self-Congruity, dan Brand Love berperan sebagai stimulus, Brand Trust sebagai organism, dan eWOM sebagai response. Data dikumpulkan melalui survei terhadap 238 konsumen yang memiliki pengalaman langsung dan pernah memberikan ulasan pada platform Google Review terhadap coffee shop lokal di Kecamatan Gubeng, Surabaya. Hasil penelitian menunjukkan Brand Personality, Brand Self-Congruity, dan Brand Love tidak berpengaruh signifikan secara langsung terhadap eWOM, tetapi berpengaruh signifikan secara tidak langsung melalui Brand Trust, yang berperan sebagai mediator penuh. Temuan ini menegaskan kepercayaan konsumen menjadi faktor penentu utama yang menjembatani hubungan antara keterikatan emosional terhadap merek dan kesediaan konsumen untuk menyebarkan eWOM secara berkelanjutan. Secara teoretis, penelitian ini memperluas pemahaman mengenai eWOM sebagai niat perilaku yang bersifat berkelanjutan serta menegaskan peran Brand Trust sebagai mekanisme psikologis dalam proses tersebut. Secara praktis, temuan ini memberikan dasar strategis bagi pelaku coffee shop lokal untuk membangun Brand Trust terlebih dahulu sebelum mengandalkan strategi Brand Personality, Brand Self-Congruity, Brand Love sebagai fondasi untuk mendorong konsumen menjadi promotor aktif dan berkelanjutan bagi merek melalui ulasan daring.
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The rapid growth of local coffee shops in Surabaya has been driven by changing lifestyles and the high penetration of digital technology, making online reviews one of the primary references for consumers before making a purchase. In this context, eWOM is no longer understood merely as an actual behavior, but rather as a consumer’s behavioral intention that is sustainable and voluntary in providing positive recommendations. However, not all consumers who have positive experiences consistently engage in spreading eWOM, indicating the presence of more complex psychological factors behind it. This study aims to analyze the influence of Brand Personality, Brand Self-Congruity, and Brand Love on eWOM, with Brand Trust as a mediating variable. The study employs a quantitative approach using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method based on the Stimulus–Organism–Response (S-O-R) framework, where Brand Personality, Brand Self-Congruity, and Brand Love serve as stimuli, Brand Trust as the organism, and eWOM as the response. Data were collected through a survey of 238 consumers who had direct experience and had previously provided reviews on the Google Review platform for local coffee shops in Gubeng District, Surabaya. The results show that Brand Personality, Brand Self-Congruity, and Brand Love do not have a significant direct effect on eWOM, but exert a significant indirect effect through Brand Trust, which acts as a full mediator. These findings confirm that consumer trust is the primary determining factor that bridges the relationship between emotional attachment to the brand and consumers’ willingness to spread eWOM sustainably. Theoretically, this study expands the understanding of eWOM as a sustainable behavioral intention and reinforces the role of Brand Trust as a psychological mechanism in the process. Practically, these findings provide a strategic foundation for local coffee shop owners to build Brand Trust first, before relying on Brand Personality, Brand Self-Congruity, and Brand Love as foundations to encourage consumers to become active and sustainable promoters of the brand through online reviews.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kecintaan terhadap Merek, Kepribadian Merek, Kesesuaian Diri dengan Merek, Kepercayaan terhadap Merek, eWOM, Brand Love, Brand Personality, Brand Self-Congruity, Brand Trust, eWOM
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Rindy Apta Takhiya
Date Deposited:	30 Jul 2026 08:04
Last Modified:	30 Jul 2026 08:04
URI:	http://repository.its.ac.id/id/eprint/139696

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