Hasil Pencarian  ::  Simpan CSV :: Kembali

"Kehadiran internet memunculkan fenomena electronic Word-of-Mouth yang menggeser kekuasaan untuk memulai pembicaraan terkait sebuah produk atau jasa dari pemasar ke konsumen. Penelitian ini menganalisis hubungan antara electronic Word-of-Mouth yang ditinjau dari dimensi kualitas, kuantitas, dan keahlian pengirim terhadap purchase intention dalam konteks layanan digital banking Jenius. Penelitian ini juga turut menganalisis peran moderasi brand image dan product involvement di antara electronic Word-of-Mouth dan purchase intention tersebut. Penelitian kuantitatif ini menggunakan metode quasi-experiment yang dilakukan secara online. Pengujian dilakukan dengan uji ANOVA dan analisis regresi linier sederhana serta berganda yang menemukan hasil bahwa terdapat pengaruh yang signifikan antara electronic Word-of-Mouth yang dimoderasi oleh brand image dan product involvement terhadap purchase intention layanan digital banking Jenius.

---

The emergence of internet creates the electronic Word-of-Mouth phenomenon which shifts the power to start a conversation about a product or service from marketers to consumers. This research analyzes the relationship between electronic Word-of-Mouth in terms of the dimensions of quality, quantity, and senders expertise towards purchase intention in the context of digital banking services Jenius. This research also analyzes the moderating roles of brand image and product involvement between electronic Word-of-Mouth and purchase intention.

This quantitative research uses an online quasi-experiment method. This research is conducted by using ANOVA test, single and multiple linear regression analysis techniques which discover findings that there is a significant effect between electronic Word-of-Mouth that is moderated by brand image and product involvement towards purchase intention of digital banking service Jenius."

"Kehadiran panduan dan direktori seputar restoran meningkatkan kesempatan terjadinya percakapan dalam bentuk electronic word of mouth eWOM . Fenomena ini memberikan dampak besar bagi para pemasar, khususnya di industri food and beverage karena informai eWOM terbukti dapat memengaruhi keputusan konsumsi konsumen. Penelitian ini ditujukan untuk melihat pengaruh dari percakapan dalam bentuk eWOM yang disampaikan pada fitur review Zomato terhadap intensi membeli konsumen. Untuk itu, penelitian ini mengembangkan model penelitian melalui integrasi antara konsep Information Adoption Model IAM dengan Technology Acceptance Model TAM . Model yang dikembangkan kemudian divalidasi menggunakan Structural Equation Modelling SEM berdasarkan data yang diperoleh melalui survei kepada pengguna Zomato dengan kisaran usia antara 18 hingga 34 tahun. Hasil penelitian ini mengonfirmasi bahwa kualitas, kredibilitas, kegunaan, sikap terhadap informasi, serta kesediaan mengadopsi informasi merupakan faktor-faktor eWOM yang mampu memengaruhi intensi membeli konsumen. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini.

---

Restaurant search and discovery service have created valuable opportunities for electronic word of mouth eWOM conversations. This phenomenon impacts marketers, especially in food and beverage industry as this easily accessible information could greatly affect consumption decision. The aim of this study is to examine the influence of these conversations in Zomato rsquo s review on consumer rsquo s purchase intention. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model IAM and related components of Technology Acceptance Model TAM . The new model was validated through Structural Equation Modelling SEM based on survey collected from Zomato rsquo s user with range of 18 to 34 years old. The results confirm that quality, credibility, usefulness, attitude towards information, and information adoption are the key factors of eWOM that influence consumers rsquo purchase intention. Managerial implications are discussed as well as recommendations for further research."

"Perkembangan internet, terutama pada World Wide Web yang telah tersedia secara luas, menyebabkan setiap orang dapat membagikan pengalaman unik dan berkesan mereka di internet. Penelitian mengenai experiential marketing telah banyak dilakukan sebelumnya, tetapi penelitian mengenai pengaruhnya terhadap electronic word of mouth pada online opinion platform belum dieksplorasi secara lebih luas. Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh antara Experiential Marketing terhadap pembentukan Electronic Word of Mouth dengan objek penelitian Santhai Restaurant - Kota Kasablanka. Sampel dalam penelitian ini berjumlah 100 konsumen Santhai Modern Thai Restaurant dengan menggunakan metode non-probability sampling serta teknik purposive sampling. Instrumen penelitian ini menggunakan kuesioner, dianalisis menggunakan regresi linier. Hasil penelitian ini membuktikan bahwa terdapat pengaruh antara experiential terhadap pembentukan electronic word of mouth.

---

The development of Internet, especially World Wide Web widely available leads anyone to sharing their unique and memorable experiences on internet. Considerable amount of research has examined experiential marketing before, but the research on its effect towards electronic word of mouth on online opinion platform has yet to be explored further.

This study focus to analyze how the influence of experiential marketing in establish Electronic Word of Mouth with the object of this research is Santhai Restaurant at Kota Kasablanka. This research applied quantitative approach with 100 consumers of Santhai Restaurant, collected using nonprobability sampling with purposive technique. This research used questionnaire as research instrument, analyzed using linear regression. The research proved that experiential marketing has influence on the formation of electronic word of mouth."

"Meningkatnya penggunaan internet menjadi salah satu faktor yang membuat electronic word of mouth menjadi sumber informasi. Tujuan penelitian ini adalah untuk menganalisis pengaruh electronic word of mouth (e-WOM) dalam bentuk online review di situs Zomato terhadap minat beli konsumen. Penelitian dilakukan dengan pendekatan kuantitatif. Sampel penelitian terdiri atas 100 responden yang merupakan mahasiswa Universitas Indonesia yang berusia 18-25 tahun, pernah mengakses situs Zomato dan pernah membaca review tentang restoran yang ada di situs tersebut. Data penelitian didapatkan dengan menyebarkan kuesioner dan dianalisis menggunakan analisa regresi linear sederhana. Dari penelitian ini didapatkan hasil bahwa ada pengaruh electronic word of mouth (e-WOM) dalam bentuk online review di situs Zomato terhadap minat beli konsumen.

---

The increasing of internet usage has become one of the reason why electronic word of mouth is used as information source nowadays. The objective of this research was to analyze the effect electronic word of mouth (e-WOM) in the form of online review in Zomato.com towards consumer’s puchase intention. This research applied quantitative approach. The sample of this research were 100 students of Universitas Indonesia, with the age of 18-25 years old, who had ever accessed Zomato.com and read the restaurant review written on the site. The research's datas were collected using questionnaire and analyzed using simple regression analysis. The result of this research indicated that electronic word of mouth (e-WOM) in the form of online review in Zomato.com affects consumer’s purchase intention."

"Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth terhadap minat beli produk fashion yang dijual pada toko online di Instagram. Lebih khusus lagi penelitian ini ingin mengetahui dari banyaknya dimensi yang membentuk Electronic Word of Mouth, dimensi mana yang paling mempengaruhi minat beli khususnya pada produk fashion yang dijual pada toko online di Instagram. Penelitian menggunakan konsep Electronic Word of Mouth dan konsep minat beli sebagai konsep utama dalam penelitian ini. Dengan menggunakan teknik sampling purposive, jumlah sampel yang didapatkan untuk penelitian ini adalah sebanyak 121 responden yang diambil dengan menggunakan metode kuesioner berupa survei online. Data dari responden kemudian diuji menggunakan analisis faktor dan uji regresi. Dari pengumpulan dan analisis data, hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh yang kuat terhadap minat beli pada produk fashion pada toko online di Instagram. Lebih lanjut lagi, dimensi yang memiliki pengaruh paling kuat adalah dimensi Messages Trustworthiness di mana kepercayaan pesan merupakan hal yang paling utama dipertimbangkan sebelum seseorang mengambil tindakan atas pesan yang telah disampaikan oleh orang lain dalam dunia maya.

---

Internet growth influence every aspects, included economic. This thing causes trade happens not only in real life but also in cyberspace. This phenomenon causes many online shop appear which sell all things that community need. But, there is an impact because of this. Consumer difficult to choose which online shop has truthworthiness and it makes consumer need experience from another consumer or we called Elecronic Word of Mouth. Therefore, the aim of this research is to investigate the influence of Electronic Word of Mouth on purchase intention, especially for fashion items that are sold in Instagram online shop. This research is also to know which Electronic Word of Mouth dimension has strongest influence on purchase intention. Electronic Word of Mouth and Purchase Intention is used as main concept on this research. Sampling technique use purposive sampling and 121 participants were recruited using online questionaire for this study. Data obtained from these participants were analyzed using factor analysis and standard regression. The result shows that Electronic Word of Mouth has strong influence toward purchase intention of fashion items in Instagram online shop. Messages Trustworthiness or level of message reliability was found to be the most influential factor when it comes to ones consideration before making purchase decison."

"Artikel ini mendiskusikan implikasi word of mouth (WOM) dan electronic word of mouth (eWOM) terhadap brand image. Data sekunder berupa penelitian terdahulu menunjukkan adanya implikasi WOM dan eWOM terhadap brand image. Analisis dilakukan dengan pendekatan exploratory sequential mixed methods. Artikel ini juga mendiskusikan perkembangan implikasi WOM dan eWOM terhadap brand image selama lima tahun terakhir dari 10 jurnal dengan pendekatan mixed method dan kuantitatif. Analisis kuantitatif menunjukkan bahwa penelitian terdahulu cenderung termasuk dalam bidang studi ilmu sosial, berlokasi di Asia, menggunakan WOM dan eWOM sebagai variabel independen dan brand image sebagai variabel dependen, serta dilakukan dengan pendekatan kuantitatif. Analisis kualitatif berbasis desk review menunjukkan bahwa terdapat hubungan yang saling memengaruhi antara WOM dan eWOM dengan brand image. WOM dan eWOM berpengaruh dalam membentuk brand image dalam benak konsumer. Apabila pengalaman konsumer dengan suatu brand bersifat positif, konsumer akan terdorong menyebarkan WOM atau eWOM yang positif, begitu pula sebaliknya.

---

This article discusses the implications of word of mouth (WOM) and electronic word of mouth (eWOM) on brand image. Secondary data in the form of previous research shows the implications of WOM and eWOM on brand image. The analysis was performed using an exploratory sequential mixed methods approach. This article also discusses the development of the implications of WOM and eWOM on brand image during the last five years from 10 journals using mixed method and quantitative approaches. Quantitative analysis shows that previous research tends to belong to the field of social science studies, located in Asia, using WOM and eWOM as independent variables and brand image as dependent variables, and is carried out with a quantitative approach. Qualitative analysis based on desk review shows that there is an interdependence between WOM, eWOM and brand image. WOM and eWOM are influential in shaping the brand image in the minds of consumers. If the consumers’ experience with a brand is positive, consumers will be encouraged to spread positive WOM or eWOM, and vice versa."

"Seiring dengan pesatnya pertumbuhan perekonomian Indonesia pada sektor pariwsata dan pesatnya pertumbuhan pengguna internet terutama media sosial, electronic word-of-mouth telah menjadi komponen yang penting. Penelitian ini dilakukan untuk melihat adanya pengaruh antara electronic word-of-mouth pada media sosial terhadap intention to visit. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 responden yang pernah melihat eWOM di media sosial dan belum pernah berkunjung ke Labuan Bajo dengan menggunakan metode non-probability sampling serta teknik purposive sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan regresi linear. Hasil penelitian ini menunjukan bahwa electronic word-of-mouth berpengaruh terhadap intention to visit sebesar 64,7.

---

Following the growth of economy in tourism sector in Indonesia and the growth of internet user especially on social media, electronic word of mouth has been the most important component. This research is to analyze the impact of electronic word of mouth on social media toward intention to visit. This research was using 100 respondents who have seen electronic word of mouth on social media and never visit Labuan Bajo with using the non probability sampling method and purposive sampling technique. This research used questionnaire as research instrument and analyzed with linear regression. The result of this research indicate the electronic word of mouth has 64,7 influence toward intention to visit."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui bagaimana elemen-elemen movie marketing mix dalam suatu film Avengers: Infinity War people, feature, script, price, promotion, dan distribution) dan frekuensi kehadiran dalam kegiatan seni atau budaya (attendance) dapat mempengaruhi keinginan penonton untuk menonton film tersebut dan melakukan electronic word of mouth. Selain itu penelitian ini juga ingin mengetahui apakah karakter kepribadian extraversion mempengaruhi seseorang dalam melakukan electronic word of mouth. Pengolahan data dilakukan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukan bahwa variabel people dan script memiliki pengaruh positif terhadap purchase intention. Frekuensi attendance tidak berpengaruh terhadap purchase intention. Selanjutnya purchase intention dan karakter kepribadian extraversion berpengaruh secara positif terhadap electronic word of mouth.

---

ABSTRACTThis study aims to find out how the elements of movie marketing mix in Avengers: Infinity War movie (people, feature, script, price, promotion, and distribution) can affect the audiences intention to watch movies (purchase intention), as well as the impact of their intention to watch movies (purchase intention) on electronic word of mouth (EWOM). In addition, this study also wants to find out whether the frequency of attendance in art or cultural activities (attendance) can affect the audiences intention to watch movies (purchase intention) and dimension between elements of movie marketing mix and purchase intention. The character of extraversion personality traits was also tested for its effect on electronic word of mouth (EWOM). This research was conducted on one specific movie object, which is Avengers: Infinity War. Data processing is done by using Structural Equation Modeling (SEM). The results showed that people and script have a positive effect to purchase intention. Attendance does not have effect to purchase intention. Furthermore, purchase intention and extraversion personality traits have positive effect to electronic word of mouth."

"Penelitian ini bertujuan untuk menganalisis pengaruh restaurant satisfaction, knowledge sharing motivation, dan technology acceptance factors terhadap electronic word-of-mouth intention serta menganalisis pengaruh restaurant satisfaction dan knowledge sharing motivation terhadap electronic word-of-mouth intention dengan peran moderasi technology acceptance factors pada konsumen Kintan Buffet Kota Kasablanka Mall Jakarta Selatan yang menggunakan Instagram. Dalam penelitian ini, knowledge sharing motivation terbagi menjadi dua dimensi, yaitu egoism dan altruism. Selain itu, technology acceptance factors juga terbagi menjadi dua dimensi, yaitu perceived usefulness dan perceived ease-of-use. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 125 sampel yang diambil menggunakan teknik purposive sampling. Hasil penelitian dengan mentode Partial Least Squares-Structural Equation Modelling (PLS-SEM) menunjukkan bahwa hanya egoism, altruism, dan perceived usefulness yang mempengaruhi eWOM intention. Selanjutnya, hasil peran moderasi dari technology acceptance factors menunjukkan bahwa hanya perceived ease-of-use yang memoderasi hubungan antara altruism dan eWOM intention.

---

This research aims to analyze the effect of restaurant satisfaction, knowledge sharing motivation, and technology acceptance factors on electronic word of mouth intention and analyze the effect of restaurant satisfaction and knowledge sharing motivation on electronic word-of-mouth intention with the role of moderating technology acceptance factors on Kintan Buffet Kota Kasablanka Mall South Jakarta consumers that use Instagram. In this research, knowledge sharing motivation is divided into two dimensions, i.e. egoism and altruism. In addition, technology acceptance factors are also divided into two dimensions, i.e. perceived usefulness and perceived ease-of-use.

This research applies quantitative approach through the distribution of questionnaires to 125 samples taken using purposive sampling technique. The results of the research using Partial Least Squares-Structural Equation Modeling (PLS-SEM) show that only egoism, altruism, and perceived usefulness influence eWOM intention. Furthermore, the results of the moderating role of technology acceptance factors indicate that only perceived ease-of-use moderates the relationship between altruism and eWOM intention."

"Skripsi ini membahas mengenai pengaruh electronic word of mouth terhadap citra merek dan minat beli produk kosmetik Maybelline. Penelitian ini adalah penelitian kuantitatif dengan menyebarkan kuisioner kepada 100 responden wanita, berusia 17 ndash; diatas 31 tahun, mengetahui forum femaledaily.com, belum pernah melakukan pembelian produk Maybelline, dan bertempat tinggal di Jabodetabek.Hasil penelitian menunjukkan bahwa terdapat pengaruh antara electronic word of mouth dan citra merek terhadap minat beli konsumen produk kosmetik Maybelline. Hasil penelitian ini menyarankan bahwa perusahaan harus dapat meningkatkan kualitas produk yang akan memberikan pengaruh terhadap electronic word of mouth, karena electronic word of mouth akan mempengaruhi citra merek suatu produk dan minat beli konsumen terhadap kosmetik Maybelline.

---

This thesis discusses the influence of electronic word of mouth on brand image and purchase intention of Maybelline cosmetic product. This study is a quantitative study by distributing questionnaires to 100 female respondents, aged 17 over 31 years, familiar with forums femaledaily.com, has never made purchases of Maybelline products, and resides in Jabodetabek.

The results showed that there is an influence between electronic word of mouth and brand image of consumer buying interest in Maybelline cosmetics products. The results of this study suggest that the company should be able to improve the quality of products that will affect Ewom, because Ewom will affect the brand image of a product and consumer buying interest in Maybelline cosmetics."