ANALISIS PENGARUH EXPERIENTIAL MARKETING DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP BRAND IMAGE LITTLE SALT BREAD DI BLOK M

Putri, Syifa Allica (2026) ANALISIS PENGARUH EXPERIENTIAL MARKETING DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP BRAND IMAGE LITTLE SALT BREAD DI BLOK M. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The growing competition in Indonesia's bakery industry, marked by the viral popularity of Little Salt Bread in Blok M with its high ratings and long queues, highlights the importance of understanding the factors that shape Brand Image among consumers. This study aims to analyze the effect of Experiential Marketing and Electronic Word of Mouth (e-WOM) on the Brand Image of Little Salt Bread in Blok M. This research employed a quantitative approach with an associative causal design, using primary data collected through an online questionnaire distributed to 170 respondents selected through purposive sampling, and analyzed using the Partial Least Square Structural Equation Model (PLS-SEM) technique via SmartPLS. The results show that all dimensions of Experiential Marketing, e-WOM, and Brand Image fall into the Moderate category with mean scores ranging from 3.27 to 3.38, while Experiential Marketing with a path coefficient of 0.367 and e-WOM with a path coefficient of 0.299 both have a positive and significant effect on Brand Image, jointly explaining 26.0 percent of its variance, which is categorized as weak. It can therefore be concluded that consumers' direct in-store experience and digital conversation both play an important role in shaping the Brand Image of Little Salt Bread, so the company needs to continuously improve customer experience quality while managing digital communication in a more structured manner.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Experiential Marketing, Electronic Word of Mouth, Brand Image, PLS-SEM
Subjects:	Marketing Management (Manajemen Pemasaran) > Branding (Marketing) Marketing Management (Manajemen Pemasaran) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Syifa Allica Putri
Date Deposited:	16 Sep 2026 02:12
Last Modified:	16 Sep 2026 02:12
URI:	https://repository.bakrie.ac.id/id/eprint/14737

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