SKRIPSI PENGARUH SOCIAL MEDIA DAN E-WOM TERHADAP SATISFACTION, BRAND TRUST DAN BRAND LOYALTY PADA PENGGUNA TRAVELOKA DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study was to analyze and prove the influence of Social Media and E-WOM on Satisfaction, Brand Trust and Brand Loyalty of Traveloka Users in Samarinda City, the influence of Social Media on Satisfaction of Traveloka users in Samarinda City, and the influence of Social Media on Brand Trust. on Traveloka users in the city of Samarinda, the effect of Social Media on Brand Loyalty on Traveloka users in the city of Samarinda, the effect of E-WOM on Satisfaction on Traveloka users in the city of Samarinda, the influence of E-WOM on Brand Trust on Traveloka users in the city of Samarinda, the effect of E-WOM on WOM on Brand Loyalty on Traveloka users in Samarinda, the effect of Satisfaction on Brand Trust on Traveloka users in Samarinda, the effect of Satisfaction on Brand Loyalty on Traveloka users in Samarinda, and the influence of Brand Trust on Brand Loyalty on Traveloka users in Samarinda. And this study uses a survey method with 144 samples spread across the city of Samarinda with the Accidental Sampling Method sampling technique. Respondents were only interviewed once when they met (cross section). Data from respondents (Primary Data) was then tabulated and tested using statistical methods. Data were collected using research tools (questionnaires) which have been tested for validity and reliability. From the test results, all research question instruments were declared valid (coefficient value > 0.30) and declared reliable (alpha value > 0.60).

The results of the study after statistical testing with the SEM-AMOS version 5.0 tool showed the following results Social Media had a significant effect on Satisfaction on Traveloka users in Samarinda, Social Media had a significant effect on Brand Trust for Traveloka users in Samarinda, Social Media had an effect Significant effect on Brand Loyalty on Traveloka users in Samarinda City, E-WOM influence significantly on Satisfaction on Traveloka users in Samarinda City, E-WOM influence has no significant effect on Brand Trust on Traveloka users in Samarinda City, E-WOM influence significantly on Brand Loyalty on Traveloka users in Samarinda city, the effect of Satisfaction has a significant effect on Brand Trust on Traveloka users in Samarinda, the influence of Satisfaction has no significant effect on Brand Loyalty on Traveloka users in Samarinda, and the influence of Brand Trust has a significant effect on Brand Loyalty for Traveloka users in the city of Samarinda.
Keyword: Social Media, E-WOM, Satisfaction, Brand Trust, Brand Loyalty.
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