Pengaruh Brand Image, Brand Experience, dan Persepsi Halal terhadap Electronic Word of Mouth pada Konsumen Kuliner Tradisional Pindang Pegagan

This study aims to analyze the influence of Brand Experience, Brand Image, and Halal Perception on e-WOM among consumers of the traditional culinary product Pindang Pegagan. This study employs a quantitative approach with an associative research design. The sample was selected using a non-probability sampling method with a purposive sampling approach, based on predetermined respondent criteria. The variables were measured using a 5-point Likert scale. The questionnaire was distributed using a hybrid approach, both online through Google Forms and offline to consumers who were consuming Pindang Pegagan at the research location. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS. A total of 146 samples were collected. The results show that Brand Image has a positive and significant effect on e-WOM. This finding indicates that the more positive the image of Pindang Pegagan perceived by consumers, the greater their tendency to share experiences, provide recommendations, and disseminate information about the product through digital media. Meanwhile, Brand Experience does not have a positive and significant effect on e-WOM, while Halal Perception has a negative and insignificant effect on e-WOM. These findings provide empirical evidence that Brand Image plays an important role in encouraging e-WOM for Pindang Pegagan as traditional culinary products, while Brand Experience does not have a direct effect and Halal Perception functions more as a supporting attribute in building consumer safety and trust. To strengthen Brand Experience and Halal Perception, business owners can integrate the uniqueness, authenticity, cultural values, and halal assurance of Pindang Pegagan to create a more authentic and meaningful consumer experience.