PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND EXPERIENCE TERHADAP BRAND TRUST PADA PRODUK MOTOR HONDA

This study has the aim to empirically test empirically the effect of electronic word of mouth and brand experience on brand trust in Honda motorcycle products. on brand trust in Honda motorcycle products. The data used in this study are primary data. The population in this study were all Honda motorcycle users in Palembang city. Technique sampling technique used is the non-probability method with a purposive sampling approach and obtained 100 samples. sample. Hypothesis testing was carried out by multiple linear regression analysis. The results of this study shows that partially partial electronic word of mouth and brand experience variables have a positive and significant effect on brand trust.

Keywords: Electronic Word of Mouth, Brand Experience, Brand Trust