Pengaruh Brand Image dan electronic Word Of Mouth terhadap Customer Satisfaction Mie Gacoan pada Followers Instagram @mie.gacoan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan electronic word of mouth (e-WOM) terhadap customer satisfaction pada Mie Gacoan, dengan fokus pada ulasan di Instagram @mie.gacoan. Penelitian dilatarbelakangi oleh berkembangnya industri food and beverages (FNB) di Indonesia dan pentingnya ulasan positif serta citra merek yang kuat dalam membangun kepuasan konsumen. Menggunakan metode kuantitatif dengan pendekatan eksplanatif asosiatif, data dikumpulkan melalui kuesioner kepada 400 responden yang merupakan followers Instagram @mie.gacoan dan pernah mengonsumsi produknya. Hasil analisis regresi menunjukkan bahwa brand image berpengaruh positif terhadap customer satisfaction dengan koefisien +0,198, sedangkan e-WOM berpengaruh positif dengan koefisien +1,026, dengan kontribusi kedua variabel sebesar 60,3%. Kesimpulannya, brand image dan e-WOM secara signifikan memengaruhi customer satisfaction Mie Gacoan. Disarankan agar Mie Gacoan meningkatkan promosi digital dan menciptakan pengalaman merek yang positif untuk mempertahankan kepuasan pelanggan.

This research analyzes the influence of brand image and electronic word of mouth (e-WOM) on customer satisfaction at Mie Gacoan, focusing on reviews on Instagram @mie.gacoan. It is motivated by the growth of the food and beverages (FNB) industry in Indonesia and the importance of positive reviews and a strong brand image in building consumer satisfaction. Using quantitative methods with an associative explanatory approach, data was collected through questionnaires from 400 respondents who follow Instagram @mie.gacoan and have consumed its products. Regression analysis shows that brand image positively influences customer satisfaction with a coefficient of +0.198, while e-WOM also has a positive effect with a coefficient of +1.026, contributing 60.3% to customer satisfaction. The study concludes that brand image and e-WOM significantly influence Mie Gacoan's customer satisfaction. It is recommended that Mie Gacoan enhance digital promotions and create positive brand experiences to maintain customer satisfaction.