PENGARUH KEPUASAN PELANGGAN DAN KEPERCAYAAN TERHADAP E-WOM DENGAN KOMITMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Followers Instagram Tebing Brownies)

This study aims to determine the influence of Customer Satisfaction, Trust, on E-wom through Commitment as an Intervening variable. The influence that we want to know in this study is both direct and indirect influences. This type of research is Explanatory Research which explains the relationship between variables through hypothesis testing. This study used a sample of 99 respondents. Sampling was done using accidental sampling techniques. The data collection technique uses a questionnaire which is then processed using Smartpls 3.0. Based on the results of the
research that has been carried out, this study can be concluded that in equation I, the Customer Satisfaction variable (X1) has a positive and significant effect on the
Commitment variable (Z), the Trust variable (X2) has a positive and significant effect on the Commitment variable (Z), then in Equation II it shows that the Customer
Satisfaction variable (X1) has a positive and significant effect on the E-wom variable (Y), the Confidence variable (X2) has a positive and significant effect on the E-wom
variable (Y), the Commitment variable (Z) has no effect on E-wom (Y), then the indirect influence of the Customer Satisfaction variable (X1) through the Commitment variable (Z) is smaller than the direct influence on the E-wom
variable(Y), as well as the indirect influence of the Confidence variable (X2), through the Commitment variable (Z) is smaller than the direct influence of the E-wom
variable (Y)