Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Perilaku Beralih Merek Dari Produk Lain Ke Ms Glow Skincare Yang Di Mediasi Oleh Citra Merek Dan Kepercayaan Merek

This study aims to analyze the effect of electronic word of mouth (eWOM) on the brand switching behavior other product brands to Ms Glow skincare with brand image and brand trust as mediating variables. The population of this research is MS Glow consumers in Central Java and the sample in this study is 170 respondents. The type of data used in this study is primary data. Methods of collecting data using a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results showed that electronic word of mouth (eWOM) on the behavior of switching other product brands to Ms Glow skincare with brand image as a mediating variable had a positive and significant effect and electronic word of mouth (eWOM) on the behavior of switching other product brands to MS Glow skincare with trust. brand as a mediating variable has a positive and significant effect