Adinda, Cincinia Rezi (2019) Analisis Pengaruh Faktor Sosial Psikologi Terhadap Minat Pelanggan Menyebarkan Electronic Word-Of-Mouth Pada Platform Ulasan Pelanggan Menggunakan Structural Equation Modelling (Studi Kasus: Tripadvisor Dan Google Review). Other thesis, Institut Teknologi Sepuluh Nopember.
Preview |
Text
05211540000034-Undergraduate_Theses.pdf Download (2MB) | Preview |
Abstract
Konteks: Electronic word of mouth (eWOM) terbukti mempengaruhi minat pembelian pelanggan terhadap produk atau layanan. Pada salah satu media penyebaran eWOM sendiri yaitu TripAdvisor dan Google Review, eWOM menjadi hal yang penting bagi pelanggan, sehingga perlu didapatkan pemahaman lebih mengenai eWOM khususnya pada alasan yang menyebabkan pelanggan berminat menyebarkan eWOM pada situs tersebut.
Permasalahan: eWOM perlu untuk dipahami lebih lanjut karena mempengaruhi minat pembelian produk atau layanan oleh pelanggan. Khususnya pada salah satu medianya yaitu TripAdvisor dan Google Review yang menunjukkan pengaruh kuatnya terhadap kesediaan pelanggan menggunakan layanan yang diulas pada platform tersebut. Keberlangsungan dari platform ini perlu dijaga dengan penyesuaian terhadap kondisi penyebar eWOM dan peningkatan jumlahnya sehingga perlu dilakukan analisis untuk mengetahui faktor yang mempengaruhi penyebaran eWOM pada platform tersebut.
Tujuan: Menganalisis pengaruh faktor sosial psikologis yakni egoism, altruism, collectivsm, principilsm, dan knowledge self-efficacy terhadap minat pelanggan memberikan eWOM serta memberikan rekomendasi strategi kepada pengelola platform berkaitan dengan faktor yang memiliki pengaruh signifikan.
Metode: Structural Equation Modelling digunakan dalam penelitian untuk menganalisis faktor dari sudut pandang sosial psikologis. Pengumpulan data dilakukan dengan penyebaran survey secara online melalui media sosial dan personal message TripAdvisor dengan minimum 200 target responden reviewer yang pernah membuat review atau eWOM pada platform review TripAdvisor atau Google Review.
Manfaat: Bagi pengelola website review agar bisa menyesuaikan fungsi serta fitur pada situs tersebut untuk meningkatkan intensi pelanggan menyebarkan eWOM atau review berdasarkan faktor yang dapat mempengerahui penyebaran eWOM, sehingga kebutuhan terhadap eWOM oleh pelanggan dapat terus terpenuhi.
Hasil: Dari hasil analisis faktor yang dilakukan didapatkan faktor altruism yang diwakili enjoyment of helping dan faktor knowledge self-efficacy memiliki pengaruh signifikan positif masing-masing sebesar 0.26 dan 0.42 terhadap minat pelanggan membagikan eWOM, sedangkan faktor reciprocity memiliki pengaruh negatif sebesar 0.22, serta faktor-faktor lainnya tidak memiliki pengaruh signifikan.
=================================================================================================================================
Contects: Electronic word of mouth (eWOM) is proven in many literatures affects customer’s purchase intention on products or services. At some of eWOM medias, such as Google Review and TripAdvisor, eWOM becomes important thing to customer, so we need more knowledge about eWOM, especially on the reason why customer willing to share eWOM in such virtual platform. So that eWOM platform can continue the business with proper number of eWOM from customers.
Problem: eWOM needs to be understood, because it affects customer product or service purchase intention. Especially on one of eWOM media, Google Review and TripAdvisor, which is showing a significant effect on customer purchase intention in product or service that is reviewed there. Platform continuity needs to be keep with customization based on reviewer itself and the increasing number of eWOM, so that we need to analyze factors that can affect it.
Purpose: To analyze the effect of egoism, altruism, collectivsm, principilsm, and knowledge self-efficacy factors on customer intention to share eWOM and also to give strategies as recommendation to the platform manager related to factors that affect eWOM itself.
Metodhology: Structural Equation Modelling is used on the research to analyze the social psicology factors that can affect viii eWOM intention. Data is collected by spread online survey on social media and personal message at TripAdvisor application with minimum 200 of Google Review and TripAdvisor reviewer as the respondents.
Advantage: The platform manager can customize its platform function and feature to increase customer intention on sharing review or eWOM based on the factors that affects eWOM intention, so that the needs eWOM from other customers can be fulfilled.
Result: The factor analysis shows some results on factors that have significant effect on eWOM intention such as altruism that presented by enjoyment of helping factor which has 0.26 effect and knowledge self efficacy factor which has 0.42 effect. Whereas, reciprocity has 0.22 negative effect on eWOM intention.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 658.403 8 Adi a-1 2019 |
| Uncontrolled Keywords: | Viral Marketing, Electronic Word of Mouth, Structural Equation Modelling |
| Subjects: | Q Science > QA Mathematics > QA278.3 Structural equation modeling. T Technology > T Technology (General) > T11 Technical writing. Scientific Writing T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Cincinia Rezi Adinda |
| Date Deposited: | 03 Dec 2024 02:48 |
| Last Modified: | 03 Dec 2024 02:48 |
| URI: | http://repository.its.ac.id/id/eprint/64724 |
Actions (login required)
 |
View Item |