Addis Maliki Zulfikar Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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- This study investigates the influence of social media electronic word-of- mouth (eWOM) and media publicity on the brand reputation of the automotive industry, using PT Astra Honda Motor as a case study. The research addresses a knowledge gap regarding how these digital elements shape brand perception and aims to determine their individual and combined impact. A quantitative approach was employed, collecting data from 114 Honda automatic motorcycle owners in the Jabodetabek area via an online questionnaire. The findings reveal that while both social media eWOM and media publicity individually have a significant positive influence on brand reputation, media publicity is the more powerful and unique predictor when both are analysed together. The multiple regression model demonstrated a strong overall fit, with social media eWOM’s influence becoming statistically insignificant in the presence of media publicity. This suggests that consumers view online publicity as a more legitimate and trustworthy source of information compared to eWOM on social media platforms like Instagram and TikTok. Despite the negative publicity surrounding the eSAF frame issue, the study concludes that PT Astra Honda Motor’s brand reputation remains strong among its consumers and enthusiasts. Social Media eWOM, Media Publicity, Brand Reputation, Automotive Industry, Honda Public Relations & Digital Communication 2025 Skripsi-Kuantitatif Alexander Mamby Aruan, M.Si. Addis Maliki Zulfikar NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.PRDC.002.25 S102845SP Hanya Tersedia Softcopy S1.PRDC.002.25 The Influence Of Social Media Ewom And Media Publicity On Brand Reputation Of Automotive Industry sampul_skripsi.jpeg.jpeg 9724 2025-12-24 16:35:21 2025-12-24 16:35:21 machine generated