Distribution of a Soft Drink Brand Communication on Brand Image with e-WOM as a Mediating Role on Indonesians Gen Z

SHIDDIQI Muhammad fajar; LI Sin; SUHARI Umaidi; HIDAYAT Zinggara; MANI La

doi:10.15722/jds.21.01.202301.85

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자료유형: 학술저널

저자정보: SHIDDIQI Muhammad fajar (Bina Nusantara University) LI Sin (Bina Nusantara University) SUHARI Umaidi (Bina Nusantara University) HIDAYAT Zinggara (Bina Nusantara University) MANI La (Bina Nusantara University)

저널정보: 한국유통과학회 유통과학연구 유통과학연구 제21권 제1호

발행연도: 2023.1

수록면: 85 - 93 (9page)

DOI: 10.15722/jds.21.01.202301.85

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Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

#Distribution #Brand Communication #Brand Image #Electronic Word-of-Mouth #Gen-Z

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