PRESTISE WORD OF MOUTH, PERCEIVED QUALITY DAN CUSTOMER EXPERIENCE TERHADAP BRAND TRUST KYT HELMET DI ISTANA HELM GRESIK

Abstract

Purpose- The Each product will be easily recognized by the consumer community with the name and logo that identifies the product as owned by a brand and to face increasingly competitive competition so that these conditions encourage companies to work hard in order to maintain business sustainability, especially marketing performance and sales stability.

Method- The research was conducted using a quantitative approach with 80 customers as respondent. Data analysis using SPSS 27

Finding- The he results of the study show that Word of Mouth has a partial effect on Brand Trust, indicating that recommendations or word of mouth have an important role in shaping consumer trust in a brand. However, an interesting finding is that Perceived Quality and Customer Experience actually show a negative effect on Brand Trust.

Implication-  The The findings imply that companies should prioritize encouraging positive Word of Mouth through excellent service and customer satisfaction, as it positively influences Brand Trust. The negative impact of Perceived Quality and Customer Experience suggests a need for improvement in product quality and customer interactions. Since all three variables simultaneously affect Brand Trust, businesses must adopt an integrated marketing approach that aligns product quality, customer experience, and communication to strengthen consumer trust and loyalty.

Keyword- Word of mouth, Perceived Quality, Customer Experience, Brand Trust