The Effect of E-WOM and Religiosity on “X” Company’s Customer Satisfaction

Tanya Aulia Ramadanti, Dwi Retno Andriani, Riyanti Isaskar

Abstract

While the company is anonymized as “X Company” in the title, the empirical context of this study focuses on Starbucks Indonesia, where the rise of social media has amplified the impact of boycott movements through electronic word of mouth (e-WOM). This study examines the influence of anti-genocide digital campaign on consumer satisfaction in Malang City by analyzing: (1) the directly effect of e-WOM, religiosity, boycott, and brand image on boycott, brand image, and customer satisfaction (2) the influence of e-WOM and religiosity on customer satisfaction through brand image, and (3) the influence of e-WOM and religiosity on customer satisfaction through boycotts and brand image. The research employed a quantitative method using a Likert-based questionnaire, involving 64 respondents. Data analysis was conducted using SEM-PLS with SmartPLS 4.0 software. The results indicate that brand image has a positive and significant effect on consumer satisfaction, while e-WOM and religiosity have a significant positive effect on boycotts. However, e-WOM and boycotts have a significant negative impact on consumer satisfaction, while e-WOM has a positive effect on brand image. In contrast, religiosity does not significantly impact consumer satisfaction, nor does religiosity have a significant influence on boycotts or brand image. Additionally, negative e-WOM encourages boycotts, which harm brand image and reduce consumer satisfaction. These findings underscore the importance for companies, particularly Starbucks Indonesia, to closely monitor negative e-WOM, with a focus on upholding moral and religious values. As well as strengthening the brand image. Future research should consider consumer loyalty as a dependent variable, future explore religiosity dimensions, and expand the study to other industries. This study provides valuable insight for academics and businesses regarding the interplay between e-WOM, religiosity, and boycotts.

Keywords

brand perception; consumer behavior; digital campaign; social media influence; SEM

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References

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DOI: https://doi.org/10.37637/ab.v8i3.2272

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