The Effect of Ewom, Brand Image, Brand Trust on Community

Intelligence

K. Y. S. Putri

, Saparuddin Mukhtar

and S. Bekti Istiyanto

Department of Communication, Universitas Negeri Jakarta, Jakarta, Indonesia

Department of Magister Management, Universitas Negeri Jakarta, Jakarta, Indonesia

Department of Communication, Universitas Jenderal Soedirman, Purwokerto, Indonesia

Keywords: 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 society 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.

1 INTRODUCTION

New media is currently very used by the community.

Electronic word of mouth is currently being

followed by the people of Indonesia. The current

brand image is no longer an important thing in

society. Brand trust is not an important thing in

Indonesian society. Indonesian human intelligence is

always looking for things that can boost Indonesian

human intelligence in order to be equal to other

nations. New media is always used by humans

today. So that some of the current public views on

the brand image, brand trust shifts to things that are

the current trend. This study wants to examine

teacher space sites that have emerged in Indonesia.

Many benefits obtained by the teacher room user.

But we want to see from the perspective of

communication and marketing.

Electronic word of mouth is an electronic media

that is often used by the public personally. The new

media that is currently appearing is helping the

community today. Many new media individuals

appear today. For example Whats Up, Line and

many more. Kompas Data, Facebook leader, Mark

Zuckerberg, reported the business performance of its

companies for the fourth quarter of 2017.

WhatsApp's chat service showed significant growth

by gathering 1.5 billion monthly active users

(MAU). That number increased 14 percent

compared to MAU WhatsApp in July 2017 which

amounted to 1.3 billion. Daily active users (DAU)

are in the range of one billion. Every day, WhatsApp

handles more than 60 billion message exchanges

between users throughout the world. This growth is

predicted to continue to increase, along with the

wider internet penetration. For "Story" products,

Zuckerberg said WhatsApp was in second place and

Instagram in the first place. Both are owned by

Facebook. Ironically, Snapchat, which pioneered the

Story feature, only collected DAU 178 million.

WhatsApp Story and Instagram Story each penetrate

the 300 million DAU figures, as compiled by

KompasTekno, Thursday (1/2/2018), from

TechCrunch. Facebook's decision to acquire

WhatsApp is arguably a smart business choice. At

that time, in 2014, WhatsApp only had 450 million

MAU and 315 million DAU. Facebook believes in

the potential of WhatsApp so that it dares to pay 19

190

Putri, K., Mukhtar, S. and Istiyanto, S.

The Effect of eWom, Brand Image, Brand Trust on Community Intelligence.

DOI: 10.5220/0008429101900195

In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 190-195

ISBN: 978-989-758-408-4

billion US dollars or equivalent to Rp. 253.3 trillion

(https://tekno.kompas.com/read/2018/02/01/092703

77/pengguna-aktif-bulanan-whatsapp-tembus-15-

miliar.).

The brand image is Ruang Guru is the first

virtual learning space in Indonesia. The process that

occurs in the Ruang Guru is that users can ask

questions and discuss with the teacher on the Ruang

Guru’s site. By paying and following the material on

the site. This virtual learning space can be accessed

by elementary school students up to high school

level. Brand image level organization of Ruang

Guru is a new organization, because by using new

media and mainstream media is very helpful in the

introduction of society. However, because this level

of research must be the same, the unit of analysis of

this study is the brand image model used by Ruang

Guru, namely Iqbal Ramadhan. Iqbal is an artist who

is currently very liked by teenagers in Indonesia this

day. Ruang Guru uses the Iqbal model with several

criteria. Iqbal is an artist with good artistic

achievements, singers from childhood to adulthood,

and now he starred in teen films which are a trend in

Indonesia. As well as Iqbal in terms of learning

achievement, he continued his studies abroad. This

side makes Ruang Guru used Iqbal Ramadan as a

model. Iqbaal Ramadhan is one of the most

influential teenage public figures. After being a

member of Coboy Junior (then CJR), Iqbaal also

became the main actor in the film Dilan 1990. Iqbaal

Ramadhan is a scholarship winner at United World

College (UWC), Montezuma, United States (US).

Iqbaal is the only Indonesian student that accepted in

his class. As Ruang Guru's brand ambassador, Iqbaal

not only became a spokesperson and campaigned for

Ruang Guru products only, but also participated in

teaching several English language learning materials

on the learning platform for elementary, middle and

high school. In addition, Iqbaal also provides input

in various other Ruang Guru programs to remain

relevant to today's young generation.

(https://www.hipwee.com/feature/ruangguru-

gandeng-iqbaal-ramadhan-sebagai-brand-

ambassador-revolusi-pendidikan-semakin-

berkembang)

Brand trust is now a very important thing in

human life. Because new media overwhelms

information available by new media. Sites that sell

their products in the media must be trusted by users.

New media users must get full trust in the products

available in new media. New media is very difficult

to get public trust. Therefore Ruang Guru must be

trusted by the community. Ruang Guru is a new

brand, so Ruang Guru always builds its brand trust

so that people believe it. The Ruang Guru

educational application records a significant growth

of users. Now the application made by Belva Devara

has been used by 9 million users. Even though at the

end of 2017, Ruang Guru only recorded 6 million

users. In this year, Ruang Guru targets 10 million

users. But in this quarter, the local application

received an additional millions of users.

(https://www.tek.id/tek/pengguna-ruangguru-

tembus-9-juta-b1U2E9bYt)

Today’s, the intelligence community is highly

tested by the globalization of the world. Current

media speed greatly influences human intelligence.

Because new media presents a very interesting

visual, so users without thinking too long directly

use the message in new media. Attractive messages

and visual content make users interested and spoiled

by new media. The community is accustomed

nowadays with visualization rather than having to

read and write every message they want to make.

Today's motoric intelligence is very good. But social

intelligence and people's morale now be a concern.

Humans now have difficulty interacting with other

people. They are closer to the new media. Where

sites or messages in new media can contain news or

incorrect information.

In the era of social media like today, the

distribution of hoaxes (liar news) becomes

something very serious. The impact can disrupt the

community, not only in cyberspace, but also in real

life. Many bad cases occur due to hoaxes, because

many people who deliberately use hoaxes as their

weapons of war. Especially in the political year like

today. Various parties try to continuously overcome

the spread of hoaxes. What the government does, for

example, regulates through the ITE Law. While

what was done by platform developers, they tried to

provide news reporting and filtering features.

Including what WhatsApp has done for the past time

by limiting the Forward feature.

The Research results, DailySocial tried to

explore the characteristics of hoax distribution from

the perspective of platform use. In collaboration

with the Jakpat Mobile Survey Platform, we asked

2032 smartphone users across Indonesia about the

distribution of hoaxes and what they did when

receiving hoaxes. The following are some of the

findings: (1) the most hoax information is found on

the Facebook platform (82.25%), WhatsApp

(56.55%), and Instagram (29.48%). (2) the majority

of respondents (44.19%) are not sure they have

expertise in detecting hoax news. (3) the majority of

respondents (51.03%) of the respondents chose to

remain silent (and did not believe in information)

The Effect of eWom, Brand Image, Brand Trust on Community Intelligence

191

when meeting hoaxes. (https://dailysocial.id/post/

laporan-dailysocial-distribusi-hoax-di-media-sosial-

2018)

This study wants to question whether there is an

effect of electronic word of mouth, brand image,

brand trust on human intelligence. The purpose of

this study is the results of this study can explain the

effect of electronic word of mouth, brand image,

brand trust on human intelligence in the content of

messages contained in new media. The benefits of

academic research are the results of this study can

explain and develop a study of marketing

communication regarding the influence of electronic

word of mouth, brand image, brand trust on human

intelligence in new media. The benefit of practical

research is that the results of this study can examine

predictions of the effect of electronic word of mouth,

brand image, brand trust on people's intelligence so

that it can be used by any product maker in new

media to increase human intelligence.

2 LITERATURE REVIEW

Previous research was conducted by Jeffry Layne

Blevins, James Jaehoon Lee and Etin E. McCabe, on

Tweeting for Social Justice in #Ferguson: Affective

Discourse in Twitter Hashtags.

(http://doi.org/10.1177/1461444819827030). This

research differs from Jeffry’s research which is

based on the affective side of people. Similar

research was conducted by Kinkin under the title

"Representation of Media Literacy of Health

Communication Dimensions in Indonesia" (Kinkin

Yuliaty Subarsa Putri, 2018. Atlantis Press,

Proceedings of the Internasional Conference of

Communication Science Research). The next

research used Responses to Conflicting Information

in Computer-Mediated Communication: Gender

Difference as an Example, by Chingching Chang.

(http://doi.org/10.1177/1461444814535344). The

difference with this research is that the product used

in this study is an increase in intelligence. Gender

could be measure for responding to conflicting

information in computer mediated communication.

The next similar research by Valerie Barker and

David M. Dozier, Ami Schmitz, Weiss, this research

about Hernessing Peer potency: Predicting Positive

Outcomes from Social Capital Affinity and Online

Engagement with participatory Websites.

(http://doi.org/10.1177/1461444814530291). This

research object is different from Kinkin and Jeffry.

The object of this research is an information

technology product in increasing the intelligence of

high school students in Jakarta.

Word of mouth is a process of word of mouth

using internet or web media. With activities in

electronic of mouth, consumers will get a high level

of market transparency. In other words consumers

have a higher active role in the value chain cycle so

that they can influence products and prices based on

individual preferences. (Park and Kim, 2009). The

electronic dimension of mouth according to Goyette

et.al 2010 is (1) the intensity of defining intensity

(intensity in electronic word of mouth is the number

of opinions received by consumers in a social

networking site, (2) positive valence is comments

that are disseminated by consumers positive, (3)

negative valence is a comment that is disseminated

by consumers that is negative, (4) word of mouth

content is a comment that is conveyed between users

about the content of products such as quality, usage

and others (http:// library .binus.ac.id/eColls /

eThesisdoc / Bab2 / 2014-1-00271-MN%

20Bab2001.pdf (definition of ewom-brand image-

brand trust in intelligence)

Brand image or brand image is a description of

consumer associations and beliefs towards certain

brands (Tjiptono, 2005; 49). According to Kotler

about brands, a brand image is a number of beliefs

about the brand. According to Aaker, brand image as

to how brands are perceived by consumers. Brand

image indicators (Sutisna, 2002: 66) are (1)

consumer perceptions of product recognition, (2)

consumer perceptions of quality, (3) consumer

perceptions of size, (4) consumer perceptions of

endurance, (5) consumer perceptions of packaging

design or model, (6) consumer perception of product

color, (7) consumer perception of price, (8)

consumer perception of local. (Phillip Kotler and

Keller, Kevin Lane, 2007).

According to Delgado et al (2003) brand trust as

an expectation or expectation with confidence in the

reliability and intention of a brand in situations

involving risk for consumers. Brand trust means

consumers are generally willing to rely on the

brand's ability to carry out its functions (Moorman et

al in Chaudhun and Holbrock, 2002).

(http://brandsite.weebly.com/brand-trust/first-post)

Brand trust as the willingness of individuals to

trust the brand's ability to satisfy their needs

(Kumar, 2009:69). According to Luk and Yip,

(2008, 53) brand trust includes intention and trust

and plays the facilitator in the buying process. Lau

and Lee stated that brand trust factors are (1) brand

characteristics have a very important role in

determining consumer decision making to trust a

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

192

brand. Because consumers make an assessment

before they make a purchase. Brand characteristics

relating to brand trust include several things, which

can be predicted, have reputation and competency,

(2) company characteristics in a brand can also

affect the level of consumer confidence in the brand.

Consumer knowledge about companies that predict a

brand is one of the basics of consumer

understanding of the brand. These characteristics

include a company, desired company motivation and

integration of a company, (3) consumer brand

characteristics are two groups of 9 consumers and

brands) that can influence brand trust. These

characteristics influence leadership between

consumer emotional concepts and brand personality,

brand preference, and brand experience.

(https://repository.widyatama.ac.id/xmlui/bitstream/

handle/123456789/3692/Bab%202.pdf?sequence=7)

Understanding of intelligence that was raised by

the following experts: (1) according to Gregory,

intelligence is the ability or skill to solve problems

or create products that are valuable in one or more

certain cultural buildings. (2) according to CP

Chaplin, intelligence is the ability to deal with and

adapt to new situations appropriately and effectively,

(3) according to Anita E. Woolfolk, intelligence is

the ability to learn, all knowledge gained, and the

ability to adapt to new situations or the environment

in general.The types of intelligence that are

generally understood today consist of; intellectual

intelligence or intelligence quotient (IQ), emotional

intelligence or Emotional Quotient (EQ), and

spiritual or Spiritual Quotient (SQ) intelligence. The

following is an explanation of each type of

intelligence, (1) Intellectual intelligence or

Intelligence Quotient (IQ): is a form of an

individual's ability to think, process, and master his

environment to the maximum and act in a directed

manner. This intelligence is used to solve logical and

strategic problems, (2) Emotional Quotient (EQ), is

the ability to recognize, control and organize one's

own feelings and feelings of others deeply so that

their presence is pleasing and coveted by others.

This intelligence gives us awareness about one's

own feelings and those of others, gives empathy,

love, motivation, and the ability to respond to

sadness or joy appropriately, (3) Spiritual Quotient

(SQ), which is a source inspire and soar a person's

spirit by attaching themselves to the values of truth

indefinitely. This intelligence is used to distinguish

good and bad, right and wrong, and understanding

moral standards. (http://pengertianahli.id/2013/12/

pengertian-kecerdasan-dan-jenis-kecerdasan.html).

3 RESEARCH METHODS

This research uses quantitative research.

Quantitative research which explains a phenomenon

with other phenomena. Research method by

distributing questionnaires to respondents who used

Ruang Guru. Respondents are high school students

in Jakarta. Time of study in December 2018 and

January 2019. The validity of the electronic word of

mouth KMO is .89 with a significance of .000,

KMO's brand image is .74 with a significance of

.000, KMO's brand trust is .88 with a significance of

.000 and KMO's community intelligence is .86 with

a significance of .000. Electronic reliability of word

of mouth is .84, brand image is .85, brand trust is .85

and intelligence is .91. It is meaning that the

research process can be continued in the next stage.

4 DISCUSSION AND

REFLECTION

The results of the descriptive study of all the

variables in this study were responded positively by

the respondents of the teacher room users. Electronic

word of mouth in this study responded positively to

this research. The brand image was responded

positively also by respondents of this study. Brand

trust was responded to by the respondents of this

study. Community intelligence was also responded

by positive respondents.

The electronic dimension of word of mouth is

the intensity of defining in electronic word of mouth

the many opinions experienced by consumers in a

social networking site. This dimension of the

descriptive results is positive. The relationship with

the concept of marketing communication. Where the

electronic word of mouth requires transparency of

community members in it. Intelligence in using new

media is also very necessary for its users.

The brand image of the research object in the

teacher's room is also positive in this study. Brand

image is a description of consumer associations and

beliefs about a particular brand. Research

respondents believe that using the teacher's room

can help them overcome school tasks. Although the

teacher's room has a fairly strong brand image, but

because of technological advancements, it can help

its users.

The brand trust received a positive response from

respondents in this study. Brand trust is brand trust

or user expectations with confidence in the

reliability and intention of a brand in situations

The Effect of eWom, Brand Image, Brand Trust on Community Intelligence

193

involving risk for consumers. Even though Ruang

Guru is new, but consumer confidence in this brand

is very strong. Ruang Guru is a new brand and new

technology in using explanations of teaching and

learning activities with upper level students.

Information technology is very much the foundation

of Ruang Guru to offer consumers. New product but

has been trusted by the community. It could be the

next phenomenon of traditional schools where

teachers and students meet in class, there will be no

future.

Community intelligence of this study was also

positive for the respondents. The intended

intelligence is to be able to solve problems.

Intelligence does not have to be top in formal

school. But intelligence in thinking and solving any

problem is needed now. With various information

that appears in new media. Users can intelligently

solve existing problems.

The regression analysis of this study between the

influence of electronic word of mouth has an

influence on the intelligence of the strong

community with r = .5 with a significance of .000.

the influence of brand image has a strong strength

with r = .51, with a significance of .000. the

influence of brand trust on the intelligence of a

strong community with a significance of .000 and r

= .52. meaning that the influence of all variables in

this study is strong with good significance. This

means that the influence of electronic word of

mouth, brand image and brand trust on people's

intelligence has a strong trend.

Previous research strongly supports the results of

this study. With respondents who are still teenagers,

being responsive to information technology strongly

supports new things that are currently developing.

The reflection of this research is that this research

can be developed with other things and can be in

different contexts.

5 CONCLUSIONS

The effect of electronic word of mouth, brand

image, brand trust on strong community intelligence.

Reflection of this research is the respondents are not

respected of brand image and brand trust. They are

very attracted by electronic word of mouth. Because

people trusted of new media through trusted. This

research can proceed to a different context and look

at previous studies. Technological advances are very

helpful and new ones are immediately accepted by

society. If the benefits can be directly felt by the

community.

ACKNOWLEDGEMENTS

The researcher expressed his gratitude to the

Chancellor, Acting. Universitas Negeri Jakarta,

Chancellor of Universitas Jenderal Soedirman, Dean

of the Faculty of Social Sciences Universitas Negeri

Jakarta, Dean of the Faculty of Economics and Dean

of the Faculty of Social Sciences Universitas

Jenderal Soedirman, Middle Java. The researcher

also thanked the research team that the results of this

study could be accepted at ICIB 2019. Thank you,

the researchers conveyed to the 2019 ICIB

committee. Hopefully the results of this study can be

beneficial to the community. Aamiin

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