EXPLORATIVE STUDY: BRAND LOVE AND E-WOM AND THEIRINFLUENCE ON CUSTOMER ENGAGEMENT IN ELFORMULA PRODUCTS ON SHOPEE

Della Wahyuni Puspita Sari; Andi Azhar

doi:10.70574/v41bxx51

Authors

Della Wahyuni Puspita Sari Department of Management University of Muhammadiyah Bengkulu Author
Andi Azhar Department of Management University of Muhammadiyah Bengkulu Author

DOI:

https://doi.org/10.70574/v41bxx51

Keywords:

Brand Love, E-Wom, Customer Engagement

Abstract

The purpose of the study was to determine brand love and e-WOM and their effect on customer engagement on Elformula products in Shopee and to find out which factor is the most dominant in influencing customer engagement. This research uses quantitative methods on 65 respondents. The population used in this study was customer engagement for Elformula products at Shopee and sampling in this study using non-probability sampling techniques. Based on the results of multiple linear regression, the regression equation Y = 16.916 + 0.292 (X1) + 0.456 (X2) is obtained. The results concluded that brand love and e-WOM have a positive and significant effect both partially and simultaneously on customer engagement on Elformula products in Shopee.

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