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October 15, 2025Jurnal Informatika Ekonomi BisnisOpen Access

Design Kualitas Electronic Word of Mouth terhadap Kinerja Pemasaran Melalui Brand Image

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Authors

MSMaria Jenia SelviLHLauw Sun Hiong

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Overview

Quantitative analysis reveals that electronic word of mouth affects brand image in MSMEs, indicating improved marketing performance.

Key Points

  • Electronic word of mouth significantly influences marketing performance in MSMEs.
  • A sample of 147 respondents showed a positive relationship between brand image and marketing outcomes.
  • The study employed a quantitative method using a causal approach to highlight key variable relationships.
  • Findings suggest that enhancing brand image through electronic word of mouth may drive higher sales for food and beverage businesses.

Cite This Study

Selvi et al. (2025) studied this question.

synapsesocial.com/papers/68efa18f9d05deea71d13f98https://doi.org/10.37034/infeb.v7i3.1270
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