Pengaruh faktor internal dan eksternal dalam mendorong konsumen kafe melakukan electronic word of mouth (ewom): peranan opinion leadership sebagai moderator

Eric, Yonathan (2017) Pengaruh faktor internal dan eksternal dalam mendorong konsumen kafe melakukan electronic word of mouth (ewom): peranan opinion leadership sebagai moderator. Masters thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf

Download (1MB)
[img] Text (Abstract)
Abstract.pdf

Download (350kB)
[img] Text (ToC)
ToC.pdf

Download (478kB)
[img] Text (Chapter 1)
Chapter 1.pdf
Restricted to Registered users only

Download (363kB)
[img] Text (Chapter 2)
Chapter 2.pdf
Restricted to Registered users only

Download (412kB)
[img] Text (Chapter 3)
Chapter 3.pdf
Restricted to Registered users only

Download (455kB)
[img] Text (Chapter 4)
Chapter 4.pdf
Restricted to Registered users only

Download (577kB)
[img] Text (Chapter 5)
Chapter 5.pdf
Restricted to Registered users only

Download (354kB)
[img] Text (Bibliography)
Bibliography.pdf

Download (354kB)
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only

Download (966kB)

Abstract

Salah satu bentuk marketing yang dilakukan oleh konsumen secara sadar dan sukarela secara online merupakan electronic word of mouth (eWOM). eWOM dapat digunakan oleh pelaku usaha untuk mengurangi biaya marketing. Meskipun eWOM dilakukan secara sadar dan sukarela, perlu ada sesuatu yang mendorong konsumen untuk melakukan eWOM. Penelitian ini bertujuan untuk mengetahui faktor yang dapat mendorong konsumen dalam melakukan eWOM. Penelitian ini diuji kepada generasi milenial yang pernah membeli dan menikmati suasana djournal coffee. Generasi milenial merupakan generasi yang memiliki rentang umur 18 – 36 tahun yang terbiasa dengan teknologi dan internet. Penelitian ini dilakukan untuk mengetahui pengaruh faktor internal (reflected appraisal of self, conspicuous value, dan self image congruity) dan eksternal (café quality dan price fairness) dengan opinion leadership sebagai moderator terhadap eWOM intentions pada konsumen kafe. Pengumpulan data dilakukan dengan convenience sampling. Kuesioner disebar dan diisi oleh 135 responden. Data diolah menggunakan SPSS untuk uji validitas dan reliabilitas. Selanjutnya uji hipotesis menggunakan analisa SEM-PLS menggunakan SmartPLS. Hasil dari penelitian ini menunjukkan bahwa, (1) reflected appraisal of self dan café quality mempengaruhi eWOM intentions secara signifikan. (2) Pengaruh conspicuous value, self image congruity, dan price fairness terhadap eWOM intentions dinyatakan tidak signifikan. (3) Pengaruh moderasi opinion leadership terhadap eWOM intentions dinyatakan tidak signifikan / Electronic word of mouth (eWOM) is form of marketing which is done by consumers consciously and voluntarily through online channel. eWOM can be used by businessman to reduce marketing costs. Although eWOM is done consciously and voluntarily, there needs to be something that encourages consumers to do eWOM. This study aims to determine the factors that can encourage consumers in doing eWOM. This study was tested to millenial generations who had bought and enjoyed the atmosphere of djournal coffee. Millennials is a generation that has an age range 18-36 years old who are familiar with technology and the internet. This research was conducted to find out the influence of internal factors (reflected appraisal of self, conspicuous value, and self image congruity) and external (café quality and price fairness) with opinion leadership as moderator to eWOM intentions. Data collection was using convenience sampling. Questionnaires were distributed and filled by 135 respondents. The data were processed using SPSS for validity and reliability test. SEM-PLS analysis using SmartPLS for test the hypothesis. The results of this study indicate that (1) reflected appraisal of self and café quality significantly influence eWOM intentions. (2) The effect of conspicuous value, self image congruity, and price fairness on eWOM intentions is not significant. (3) The moderation influence of opinion leadership on eWOM intentions is not significant

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Eric, YonathanUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Reflected Appraisal Of Self; Conspicuous Value; Self Image Congruity; Café Quality; Price Fairness; Ewom Intentions
Subjects: K Law > K Law (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 08 Jul 2019 08:24
Last Modified: 08 Jul 2019 08:24
URI: http://repository.uph.edu/id/eprint/3867

Actions (login required)

View Item View Item