THE ROLE OF ELECTRONIC WORD OF MOUTH ON BRAND TRUST (A STUDY ON INSTAGRAM FOLLOWERS OF @KAYBUN.ID)

Abstract

This study aims to examine the effect of Electronic Word of Mouth (eWOM) on Brand Trust in the context of mobile marketing among Instagram followers of Kaybun Dimsum. The research adopts a quantitative approach using a survey method. The population includes consumers who follow Kaybun Dimsum’s Instagram account, and a total of 99 respondents were selected using purposive sampling. Data were collected through an online questionnaire utilizing a five-point Likert scale. Validity and reliability tests were conducted, followed by classical assumption tests and simple linear regression analysis using SPSS. The results indicate that eWOM significantly and positively affects Brand Trust, with a correlation coefficient (R) of 0.916 and a coefficient of determination (R²) of 0.839, meaning that 83.9% of the variation in Brand Trust can be explained by eWOM. The findings suggest that positive digital interactions and consumer recommendations effectively enhance brand credibility and trust in a mobile marketing environment. This study concludes that managing eWOM through authentic online communication and consumer engagement can serve as a strategic tool to strengthen brand trust and loyalty. Future research is recommended to explore mediating variables such as brand image and customer satisfaction to provide a deeper understanding of digital trust formation.