PENGARUH PEMASARAN MEDIA SOSIAL DAN NEGATIVE ELECTRONIC WORDS OF MOUTH (NEWOM) TERHADAP SIKAP MEREK STARBUCKS DI KOTA SEMARANG YANG DIMEDIASI OLEH KEPERCAYAAN MEREK

Abstract

Brand attitude is one of the important components for the sustainability of the company. This study aims to analyze the role of social media marketing and negative electronic words of mouth (newom) on Starbucks brand attitude in Semarang City using brand trust as a mediator.

This research was conducted with a quantitative approach to 46 respondents selected by non-probability purposive sampling. Data were collected by questionnaire through direct interviews. Theory of planned behavior was used to explain the relationship between variables by considering social media marketing and negative electronic words of mouth (newom) as background factors, brand trust as behavioral beliefs, and brand attitude as attitudes.

Data analysis was conducted by Structural Equation Modeling (SEM) using the SmartPLS 4 program. The results showed that social media marketing had a significant effect on brand trust and brand trust influenced Starbucks brand attitude. Thus, brand trust successfully mediates the influence of social media marketing with Starbucks brand attitude. However, negative electronic words of mouth (newom) proved to have no relation on brand trust, so the role of brand trust in mediating negative electronic words of mouth (newom) with Starbucks brand attitude was insignificant.