Pengaruh Paparan Issue Boikot AQUA Pro Israel di CNBC News dan Intensitas Electronic Word of Mouth Pada Media Sosial Terhadap Tingkat Kepercayaan Pada Produk AQUA

Abstract

The boycott issue of products perceived to be linked to Israel has attracted significant attention from the Indonesian public. AQUA, one of the largest bottled water brands in Indonesia, has also been the target of the boycott issue due to public sentiment linking its parent company to support for Israel. The spread of this issue occurs not only through mass media but also through electronic word of mouth (e-WOM) on social media, which allows people to quickly and widely disseminate opinions, comments, and information. This situation has the potential to impact consumer trust in AQUA products. The study used a quantitative approach with an explanatory research style. Data were obtained by distributing questionnaires to 100 respondents who had been exposed to news about the AQUA boycott and had seen or read discussions about AQUA on social media. Data analysis was performed using multiple linear regression with the aid of SPSS software. The results showed that exposure to the AQUA Pro Israel boycott issue on CNBC News and the intensity of electronic word of mouth on social media influenced trust in AQUA products. The intensity of electronic word of mouth has a stronger influence than exposure to mass media coverage in shaping consumer trust levels. These findings suggest that communication on social media plays a significant role in influencing consumer perceptions and trust in a brand, particularly when the brand is in a crisis or the subject of public controversy.