Technology that continued to progress make the way of communicating society also evolved, started from communicating by mail and up to social media. The progress of the internet has allowed consumers to interact with each other quickly and easily and have formed a phenomenon known as electronic word of mouth (e-WOM). Electronic word of mouth spread through many online channels such as e-mail, online discussion forums, blogs, and social networking sites. Along with the increasing number of consumers who use the internet technology for product information exchange, then it is used by the company to market and develop brand trust. One of the online media that is widely used to interact with consumers is Facebook Fanpage. This research uses a quantitative approach with the positivistic paradigm. The research method used was survey method and the type of research are explanative causality. The results showed that there is positive e-WOM and negative e-WOM affect on brand trust. The more that positive e-WOM and negative e-WOM generated, the higher its effect on brand trust. The results also showed that consumers are more trusting positive e-WOM about a brand compared to a negative e-WOM, in other words positive e-WOM can further make people believe in the brand compared to negative e-WOM.
Keywords: electronic word of mouth, Facebook Fanpage, brand trust