ELECTRONIC WORD OF MOUTH (E-WOM): THE IMPACT ON THE ESTABLISHMENT OF BRAND EQUITY INDRIVE

Abstract

InDrive is one of the online transportation brands present in Indonesia since 2019, but its presence has not been able to compete with its competitors such as Gojek, Grab, and Maxim. So a solution is needed so that inDrive can compete with its competitors and can gain the trust of its users by strengthening the Brand Equity or Brand Equity of inDrive. The strategy that can be used to strengthen Brand Equity is Electronic Word Of Mouth. This study aims to determine the description of Electronic Word Of Mouth and Brand Equity, and to analyze the effect of Electronic Word Of Mouth on Brand Equity. The research method used in this research is through a quantitative approach using survey techniques. The data collection used is by distributing questionnaires to respondents with a population of undefined inDrive users and a total sample of 385 people obtained using purposive sampling technique, namely generation Z inDrive users in West Java and have read inDrive reviews on Instagram. The results of this study indicate that the Electronic Word Of Mouth and Brand Equity variables are in the high category on the continuum line and show a significant and positive influence. So it is hoped that inDrive can use Electronic Word Of Mouth as a way to strengthen their Brand Equity, in order to compete with their competitors and gain the trust of their users.