Consequences of eWOM & Social-Media and Brand Image

Abstract

: The purpose of this research is to analyze the effect of eWOM & Social-Media and brand image on customer loyalty mediated by perceived value and customer satisfaction. This research was conducted by distributing questionnaires to 217 respondents. The sampling technique used is convenience sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research show that: (1) eWOM & Social-Media have a positive effect on Perceived Value. (2) Brand Image has a positive effect on Customer Satisfaction. (3) Perceived Value has a positive effect on Customer Loyalty. (4) Customer Satisfaction has a positive effect on Customer Loyalty