The Influence of Brand Image and Customer Experience on Customer Satisfaction and Electronic Word of Mouth (e-WOM): Evidence from Erigo Apparel Consumers
Keywords:
Brand Image, Customer Experience, Customer Satisfaction, Electronic Word of Mouth (e-WOM), Erigo Apparel
Abstract
This study aims to analyze the influence of Brand Image and Customer Experience on Customer Satisfaction and their impact on Electronic Word of Mouth (e-WOM) regarding Erigo Apparel products. A quantitative research approach was employed using a survey method through the distribution of questionnaires to 100 Erigo consumers in Samarinda City. Respondents were selected using purposive sampling techniques. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The findings reveal that Brand Image has a positive and significant effect on Customer Satisfaction. Likewise, Customer Experience positively and significantly influences Customer Satisfaction. Furthermore, Customer Satisfaction has a positive but insignificant effect on e-WOM. Brand Image is found to have a positive and significant effect on e-WOM, whereas Customer Experience has a negative and insignificant effect on e-WOM. Simultaneously, Brand Image and Customer Experience significantly contribute to the formation of positive e-WOM. These findings indicate that a strong brand image and favorable customer experiences play an important role in enhancing customer satisfaction and encouraging consumers to engage in positive electronic word-of-mouth communication regarding Erigo Apparel products.
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Oliver, R. L. (2015). Satisfaction - A Behavioral Perspective On The Consumer (2nd ed). Routledge.
Pennington, A. (2016). The Customer Experience Book: How to Design, Measure and Improve Customer Experience in Your Business. Pearson Education.
Pine, B. Joseph., & Gilmore, J. H. . (2013). The experience economy. Findaway World, LLC.
Suarsa, S. H. (2020). Pengaruh Electronic Word of Mouth (EWOM) Pada Online Travel Agent (OTA) Traveloka Terhadap Keputusan Menginap di Topas Galeria Hotel, Bandung. Eqien: Jurnal Ekonomi Dan Bisnis, 7(1), 50–56. https://doi.org/10.34308/eqien.v7i1.112
Wardhana, A. (2024). BRAND MANAGEMENT IN THE DIGITAL ERA – EDISI INDONESIA (Indonesia). EUREKA MEDIA AKSARA.
Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (n.d.). Consumer Purchase Decision in Instagram Stores: The Role of Consumer Trust. Retrieved http://hdl.handle.net/10125/41154
Chen, X., Wang, Y., Lyu, X., & Zhang, J. (2022). The impact of hotel customer engagement and service evaluation on customer behavior intention: The mediating effect of brand trust. Frontiers in Psychology, 13, 852336. https://doi.org/10.3389/fpsyg.2022.852336
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponegoro.
Gusti Ayu Putu Candra Santi, I., & Gst Kt Gd Suasana, I. A. (2021). THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF ELECTRONIC WORD OF MOUTH ON REPURCHASE INTENTION IN STARBUCKS COFFEE. In International Journal of Management and Commerce Innovations (Vol. 9). www.researchpublish.comEliza, R., & Fitria, L. (n.d.). Analisis Perilaku Konsumen Dan Pengaruhnya Terhadap Minat Menggunakan E-Wallet Di Indonesia : Literature Review. Journal Of Social Science Research, 4, 13147–13154.
Gstngr, I., Diputra, A. W., & Yasa, N. N. (2021). PP 25-34 *Corresponding Author: I GstNgr Arya WigunaMaha Diputra. In American International Journal of Business Management (AIJBM) (Vol. 4, Number 01).
Hair, J. F., & Sarstedt, M. (2021). Explanation Plus Prediction-The Logical Focus of Project Management Research Two Performance Dimensions of a Model: Explanatory and Predictive Power. In Project Management Journal (Vol. 00, Number 0).
Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM source credibility, perceived risk and food product customer’s information adoption. Computers in Human Behavior, 66, 96–102. https://doi.org/10.1016/j.chb.2016.09.034
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Iglesias, O., & Ind, N. (2020). Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management. In Journal of Brand Management (Vol. 27, Number 6, pp. 710–720). Palgrave Macmillan. https://doi.org/10.1057/s41262-020-00205-7
Indarto, E. W., & Qomariah, N. (2018). The Effect of Brand Image and Product Atributes on Customer Satisfaction THE EFFECT OF BRAND IMAGE AND PRODUCT ATTRIBUTES ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY Indexed in Google Scholar. Journal of Applied Management (JAM), 16. https://doi.org/10.21776/ub.jam.2018
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Kotler, Philip., Keller, K. Lane., Tan, C. Tiong., Ang, S. Hoon., & Leong, S. Meng. (2018). Marketing management : an Asian perspective. Pearson Education Limited.
Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249. https://doi.org/10.1080/20932685.2020.1752766
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lutfy Setia Wahyudi Haqiqi Ali, & Cuandra, F. (2023). Pengaruh Digital Marketing Dan Brand Awareness Terhadap Purchase Intention Brand Fashion Erigo Apparel Dimediasi Brand Image. Jurnal Ekuilnomi, 5(2), 292–304. https://doi.org/10.36985/ekuilnomi.v5i2.791Arianti, A. W. (2025). Pengaruh Literasi Keuangan dan Teknologi Finansial terhadap Kinerja UMKM Sektor Coffee Shop di Kota Denpasar. https://doi.org/10.38035/jafm.v6i4
Militina, T., & Noorlitaria Achmad, G. (2020). EFFECT OF CUSTOMER VALUE AND CUSTOMER EXPERIENCE ON CUSTOMER SATISFACTION AND LOYALTY PT MERATUS SAMARINDA. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 4. https://jurnal.stie-aas.ac.id/index.php/IJEBAR.
Oliver, R. L. (2015). Satisfaction - A Behavioral Perspective On The Consumer (2nd ed). Routledge.
Pennington, A. (2016). The Customer Experience Book: How to Design, Measure and Improve Customer Experience in Your Business. Pearson Education.
Pine, B. Joseph., & Gilmore, J. H. . (2013). The experience economy. Findaway World, LLC.
Suarsa, S. H. (2020). Pengaruh Electronic Word of Mouth (EWOM) Pada Online Travel Agent (OTA) Traveloka Terhadap Keputusan Menginap di Topas Galeria Hotel, Bandung. Eqien: Jurnal Ekonomi Dan Bisnis, 7(1), 50–56. https://doi.org/10.34308/eqien.v7i1.112
Wardhana, A. (2024). BRAND MANAGEMENT IN THE DIGITAL ERA – EDISI INDONESIA (Indonesia). EUREKA MEDIA AKSARA.
Published
2026-07-05
How to Cite
Tommy Heriyanto, & Gusti Noorlitaria Achmad. (2026). The Influence of Brand Image and Customer Experience on Customer Satisfaction and Electronic Word of Mouth (e-WOM): Evidence from Erigo Apparel Consumers. International Journal of Economics, Business and Innovation Research, 5(04), 3279-3294. https://doi.org/10.63922/ijebir.v5i04.4916
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