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Authors: K. Y.S. Putri 1 ; Saparuddin Mukhtar 2 and S Bekti Istiyanto 3

Affiliations: 1 Departemen of Communication, Universitas Negeri Jakarta, Jakarta, Indonesia, Indonesia ; 2 Department of Magister Management, Universitas Negeri Jakarta, Jakarta, Indonesia, Indonesia ; 3 Department of Communication, Universitas Jenderal Soedirman, Purwokerto, Indonesia, Indonesia

ISBN: 978-989-758-408-4

Keyword(s): Brand Image, Brand Trust, Electronic Word of Mouth, Intelligence People

Abstract: This research aims to analysis the effect of eWOM, Brand Image, Brand Trust on Community Intelligence. Electronic word of mouth is marketing through new media that is very prevalent today. Brand trust is a consumer need that is trusted by consumers. Community intelligence is a condition of society at the level of education and economic empowerment of the community. This research was carried out by previous research by H. Samuel, Keane and Smith. This research is positivist by predicting future conditions on the problem. The research respondents were the people in the big city in Indonesia. The results of the study were the influence of eWom, brand image, community brand trust has a good influence on people's intelligence. EWom is very potential in this condition. Brand image positive potential for these variables. The intelligence of the Indonesian people is very active in new media. Brand image in Indonesian society does not yet have the same standard. Brand trust in Indonesian socie ty has many variations. The community does not have a brand image at this time. People believe in trends. The conclusion of the research is the influence of electronic research on word of mouth, brand image, brand trust towards people's intelligence. (More)

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Paper citation in several formats:
Putri, K.; Mukhtar, S. and Istiyanto, S. (2020). The Effect of eWom, Brand Image, Brand Trust on Community Intelligence. In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World - ICIB, ISBN 978-989-758-408-4, pages 190-195. DOI: 10.5220/0008429101900195

@conference{icib20,
author={K. Y.S. Putri. and Saparuddin Mukhtar. and S Bekti Istiyanto.},
title={The Effect of eWom, Brand Image, Brand Trust on Community Intelligence},
booktitle={Proceedings of the 2nd International Conference on Inclusive Business in the Changing World - ICIB,},
year={2020},
pages={190-195},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008429101900195},
isbn={978-989-758-408-4},
}

TY - CONF

JO - Proceedings of the 2nd International Conference on Inclusive Business in the Changing World - ICIB,
TI - The Effect of eWom, Brand Image, Brand Trust on Community Intelligence
SN - 978-989-758-408-4
AU - Putri, K.
AU - Mukhtar, S.
AU - Istiyanto, S.
PY - 2020
SP - 190
EP - 195
DO - 10.5220/0008429101900195

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