Create Customer Satisfaction through E-Wom Case Study in the Sallyscarf Hijab Gallery, Banjarbaru City, Indonesia

Abstract

<jats:p>It is now seen that more and more women are wearing headscarves or hijabs is a standard view that attracts attention. The hijab trend continues to grow to become a variety of trendy hijab models; it can be seen that many outlets or outlets specifically sell hijab products along the way and are easy to find. The author's research objectives in conducting this research are as follows: 1) Analyzing the effect of brand image, Customer Trust on E-WOM. 2) Analyzing the influence of brand image and Customer Trust on Customer Satisfaction. 3) Analyzing the effect of E- WOM on Customer Satisfaction. 4) Analyzing the influence of brand image and Customer Trust on customer satisfaction through E-WOM at Sallyscarf Hijab Gallery. This research method was designed using explanatory research that explains the position and influence of the variables studied (Sugiyono, 2014). This study examines the effect of brand image and Customer Trust on Customer Satisfaction through Electronic-Word of Mouth. The number of samples is 80 people, using the probability sampling technique. The data analysis technique in quantitative research uses SPSS 19 statistics (Regression). The results of the study show that the high brand image and customer trust can create e-word of mouth customers in the sallyscarf hijab gallery; improved brand image and customer trust can create customer satisfaction in the sallyscarf hijab gallery, and the high value of Electronic-Word of Mouth can create customer satisfaction, the importance of The value of brand image and Customer Trust can create customer satisfaction if it is supported by Electronic Word of Mouth at the Sallyscarf Hijab Gallery, especially the product attribute factor. The Sallyscarf Hijab Gallery manager, to create e-word of mouth value, should pay more attention to brand image factors, mainly product attributes factors such as affordable prices for Sallyscarf hijab and product information using social networking sites.</jats:p>