Analysis of the influence of buzzer marketing, E-WOM, and customer perception on the readiness to build the image of MSMEs in Aek Nauli Village
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Abstract
This study was conducted in response to the urgent need to strengthen the reputation of rural Micro, Small, and Medium Enterprises (MSMEs) through digital promotion strategies and the shaping of public perception. This study aims to examine the extent to which Buzzer Marketing, Electronic Word of Mouth (E-WOM), and Customer Perception contribute to the readiness of MSMEs to build their image in Aek Nauli Village, Hulu Sihapas Subdistrict, North Padang Lawas Regency. A quantitative approach was applied in designing the study, in which primary data collection was conducted by distributing questionnaires to respondents who met the sampling criteria. Data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS software, which included testing the outer model, inner model, and hypothesis testing. The analysis results demonstrate that Buzzer Marketing has a positive and significant impact on the readiness to build an image for MSMEs, with a path coefficient of 0.423, a T-statistic of 5.970, and a P-value of 0.000. Similarly, E-WOM showed a positive and significant effect, yielding a path coefficient of 0.498, a T-statistic of 8.682, and a P-value of 0.000. Meanwhile, Customer Perception recorded the most dominant contribution with the highest path coefficient of 0.518. This study strengthens the image of rural MSMEs through effective marketing and positive customer perceptions. Thus, the combined application of Buzzer Marketing, E-WOM, and Customer Perception plays a crucial role in supporting efforts to enhance the image of MSMEs in Aek Nauli Village.
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