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"ABSTRAKGagasan utama dari penelitian ini adalah di bidang pemasaran politik, dengan pemilihan presiden Indonesia terbaru pada bulan April 2019 sebagai fokus studinya. Peneliti bertujuan untuk menguji dampak electronic word-of-mouth (e-WOM) terhadap kekuatan merek seorang kandidat politik untuk pemilih millennial. Studi ini penting untuk mengeksplorasi penggunaan e-WOM dalam konteks kandidat politik, di mana sering digunakan dalam penelitian produk barang atau jasa. Millennial sebagai subjek penelitian juga meningkatkan keunikan penelitian ini karena pemilih milenial cukup signifikan dalam daftar pemilih pada pemilihan terakhir, yaitu sekitar 34% - 50%.Pendekatan penelitian yang diadopsi dalam penelitian ini mencakup teori positive electronic word-of-mouth di mana teori tersebut dihipotesakan untuk mempengaruhi citra merek dari kandidat politik dan mengarah pada ekuitas merek kandidat politik. Peneliti juga menambahkan sikap merek sebagai variabel anteseden untuk memperkuat dukungan teoritis.Temuan penelitian ini memberikan bukti bahwa e-WOM memiliki pengaruh positif terhadap citra merek dari kandidat politik, dan brand image juga menunjukkan pengaruh yang signifikan terhadap ekuitas merek. Dalam penelitian ini juga terbukti bahwa pengaruh sikap merek politik terhadap ekuitas merek politik lebih tinggi ketika dimediasi oleh brand image. Dengan demikian, kesimpulan utama yang ditarik dari penelitian ini adalah e-WOM dan brand attitude memiliki pengaruh yang signifikan dan positif terhadap ekuitas merek dalam konteks kandidat politik, tetapi pengaruhnya akan lebih tinggi ketika para kandidat memiliki brand image politik yang positif.

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ABSTRACTThe focus of this research is in the area of political marketing, focusing on the latest Indonesias presidential election on April 2019. Researcher aims to examine the impact of electronic word-of-mouth (e-WOM) towards the equity of political candidates for millennial voters. This study is important in order to explore the usage of e-WOM in the context of political candidate, where it is frequently used in researches of service or products brand. Millennial as the subject of study also scale up the uniqueness of this research because millennial voters were quite significant in the voter list in the last election, which is around 34% - 50%.The research approach adopted in this study includes positive electronic word-of-mouth theory where it is hypotized to influence brand image of political candidates and leads to political brand equity. Researcher also add brand attitude as antecedent variable to strenghten the theoritical support. The findings of this research provide evidence that e-WOM has a positive influence towards brand image of political candidates, and brand image also shows significant influence to brand equity. It is also proven that the influence of political brand attitude towards political brand equity is higher when it is mediated by brand image. Thus, the main conclusions drawn from this study are e-WOM and brand attitude have significant and positive influence towards brand equity in context of political candidate, but the influence will be higher when the candidates have positive political brand image."

"[Tujuan dari penelitian ini untuk melihat pengaruh variasi elemen dan melihat perbedaan pengaruh variasi elemen electronic word-of-mouth positif berupa teks dan gambar-teks terhadap sikap merek pada mengguna bus TransJakarta. Tipe penelitian ini adalah field experiment dengan desain randomized between-subject design (pretest & posttest). Terdapat dua kelompok eksperimen yaitu kelompok variasi elemen teks dan gambar-teks. Partisipan (n = 89) adalah pengguna bus TransJakarta yang memiliki aplikasi LINE. Penelitian dilakukan dengan memberikan 28 electronic word-of-mouth positif selama 7 hari melalui grup LINE. Alat ukur sikap merek sudah diadaptasi dari Wu dan Wang (2011). Hasil penelitian menunjukkan bahwa variasi elemen electronic word-of-mouth positif secara signifikan mempengaruhi sikap merek pada pengguna bus TransJakarta dengan nilai (t(88) = 2.930, p < 0.05). selain itu, variasi elemen electronic wordof- mouth tidak berbeda secara signifikan berpengaruh terhadap sikap merek pada pengguna bus TransJakarta dengan nilai (t(87) = 1.679, p > 0.05).

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The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users’ brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p > 0.05)., The purpose of this study was to examine the effect of positive electronic wordof-

mouth element variation that are text and text-with-picture towards

TransJakarta bus users’ brand attitude. This study was field experiment study with

randomized between-subject design (pretest & posttest). The participants (n=89)

of this study were a TransJakarta user that used TransJakarta at least four days in a

week. Researcher divided the participants into two experiment groups, text-only

positive electronic word-of-mouth and text-with-picture positive electronic wordof-

mouth. The research was done by giving 28 electronic word-of-mouths for 7

days. The brand attitude was measured by using Wu and Wang (2011) brand

attitude scale. The findings showed that electronic word-of-mouth element

variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The

other findings suggest that there was no significant differences of the effects of

electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p >

0.05).]"

"ABSTRAKTujuan dari penelitian ini adalah menganalisa pengaruh Electronic Word of Mouth pada Intention To Visit wisatawan ke Raja Ampat melalui Theory Of Planned Behaviour. Penelitian dilakukan pada beberapa wisatawan yang pernah membaca informasi mengenai Raja Ampat di media sosial dan belum pernah mengunjungi Raja Ampat sebelumnya Hasil penelitian menunjukkan tidak adanya pengaruh yang signifikan antara Electronic Word of Mouth terhadap Intention To Visit secara langsung, adanya pengaruh yang signifikan antara Electronic Word of Mouth terhadap Attitude Toward Visiting, Subjective Norms, dan Perceived Behavioral Control.. Hasil penelitian ini memiliki perbedaan dengan hasil penelitian sebelumnya dikarenakan profil responden yang kurang mewakili penelitian dari sisi demografis.

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ABSTRACT

The purpose of this study is to analyze the influence of Electronic Word Of Mouth to

Intention To Visit Raja Ampat through Theory Of Planned Behaviour. This study was

conducted to tourists who have read information related to Raja Ampat and have not visit

Raja Ampat previously. The research show that Intention To Visit is not significantly

influenced directly by the Electronic Word Of Mouth, however Electronic Word Of Mouth is

significantly influence Attitude Toward Visiting, Subjective Norms, and Perceived

Behavioral Control... To be able to influenced significantly the Job Performance. Result of

this study have differences with the result of previous studies because of the nature of

respondent which doesn?t representing this study from the demographic side."

"Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth positif terhadap citra merek TransjakartaTM yang reputasinya sedang menurun. Penelitian ini adalah penelitian field experiment dengan desain non equivalent control group design (dengan dan tanpa electronic word of mouth) prestestpostest. Partisipan adalah orang yang pernah menggunakan TransjakartaTM dan memiliki akun LINETM, berjumlah 77 orang yang dikelompokkan menjadi KE (45 orang) dan KK (32 orang). Penelitian dilakukan dengan memberikan screen capture electronic word of mouth positif sebanyak 8 buah kepada KE selama 7 hari melalui LINETM.Hasil penelitian menunjukkan bahwa electronic word of mouth positif memiliki pengaruh secara signifikan terhadap citra merek (t -2.106 = 0.039 (p < 0.05)), yang berarti terdapat perbedaan yang signifikan antara peningkatan selisih mean antar kelompok. Hal ini juga berarti bahwa electronic word of mouth positif memiliki pengaruh terhadap citra merek. Dengan demikian pengelola TransjakartaTM dapat memberikan electronic word of mouth positif kepada masyarakat untuk meningkatkan citra merek sehingga lebih banyak masyarakat yang menggunakan transportasi publik di Jakarta.

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This study aimed to understand the effect of positive electronic word of mouth toward TransjakartaTM?s brand image where their reputation has been falling .This research was a field experimental research with a non-equivalent control group design (with and without electronic word of mouth) prestest-posttest. Participants are people who have used TransjakartaTM and had LINETM account , a total of 77 people grouped into KE ( 45 people) and KK (32 people). Research done by giving a screen capture of positive electronic word of mouth as many as 8 in total for seven days through LINETM.The results of the research shows that the positive electronic word of mouth having significant effect on brand image (t -2.106 = 0.039 ( p < 0.05 )), which means there are significant differences between the increase in mean between two group. This means that the positive electronic word of mouth had the effect toward brand image. Thus, TransjakartaTM Management can improve the brand image of TransjakartaTM by giving positive electronic word of mouth to the community in order to increase the use of public transportation in Jakarta."

"Seiring dengan perkembangan internet, electronic word of mouth telah menjadi suatu fenomena pemasaran kekinian. Penelitian bertujuan menganalisis pengaruh electronic word of mouth terhadap brand image dari iFlix di wilayah Jabodetabek yang diukur dengan variabel electronic word of mouth dan brand image. Metode penelitian kuantitatif dengan online survey pada pelanggan iFlix selama 6 bulan terakhir di Jabodetabek  dan pernah mendapatkan informasi yang berhubungan dengan iFlix. Hasil penelitian menunjukkan variabel electronic word of mouth memiliki pengaruh yang signifikan terhadap variabel brand image pada iFlix di wilayah Jabodetabek. Penelitian ini merekomendasikan agar iFlix harus tetap mempertahankan dan meningkatkan penggunaan media sosial sebagai sarana basis informasi produk maupun perusahaan. Dengan demikian, konsumen baru maupun pelanggan dapat dengan mudah mencari serta mendapatkan informasi tentang produk iFlix. Selain itu, kualitas dari iFlix yang sudah baik harus tetap dipertahankan agar mampu selalu bersaing dengan industri yang sejenis......Along with the development of the internet, electronic word of mouth has become a contemporary marketing phenomenon. This study aims to analyze the effect of electronic word of mouth on the brand image of iFlix in the Jabodetabek area as measured by electronic word of mouth and brand image variables. Quantitative methods using online surveys of iFlix customers during the last 6 months in Jabodetabek and have received information related to iFlix. The results showed that the variable electronic word of mouth had a significant influence on the variable brand image on iFlix in the Jabodetabek area. This study recommends that iFlix must maintain and increase the use of social media as a means of product and company information base. This way, new consumers and customers alike can easily find and get information about iFlix products. In addition, the good quality of iFlix must be maintained so that it can always compete with similar industries."

"Penelitian ini dilakukan dengan tujuan untuk melihat pengaruh electronic word-of-mouth positif terhadap dimensi sikap merek pada pengguna TransjakartaTM. Penelitian ini adalah penelitian field experiment dengan desain non equivalent control group design (dengan dan tanpa electronic word-of-mouth positif) pretest-posttest. Partisipan dalam penelitian ini adalah pengguna TransjakartaTM dan memiliki akun LINETM, berjumlah 69 orang yang dikelompokkan menjadi KE (37 orang) dan KK (32 orang). Penelitian dilakukan dengan memberikan screen capture electronic word-of-mouth positif sebanyak 8 buah kepada KE selama 7 hari melalui grup chat LINETM. Dalam penelitian ini, sikap merek diukur menggunakan alat ukur sikap merek Wu dan Wang (2011). Hasil penelitian menunjukkan bahwa electronic word-of-mouth positif memiliki pengaruh secara signifikan terhadap sikap merek (t 4.215 = 0.000 (p < 0.05)) dan dimensi-dimensinya (kepercayaan merek,afeksi merek, dan intensi membeli), yang berarti terdapat perbedaan yang signifikan antara peningkatan selisih mean antar kelompok sebelum dan sesudah diberikan stimulus electronic word-of-mouth positif. Hal ini menunjukkan bahwa electronic word-of-mouth positif memiliki pengaruh terhadap sikap merek beserta ketiga dimensinya (kepercayaan merek, afeksi merek, dan intensi membeli). Dengan demikian pengelola TransjakartaTM dapat memberikan electronic word-of-mouth positif kepada masyarakat untuk mempengaruhi sikap merek sehingga lebih banyak yang menggunakan TransjakartaTM.

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This research was conducted to see the effect of positive electronic word-of-mouth toward brand attitude?s dimension on TransjakartaTM user. This research was a field experimental research with a non-equivalent control group design (with and without positive electronic word-of-mouth) pretest-posttest. Participants in this research are TransjakartaTM user and had LINETM account, a total 69 people grouped into KE (37 People) and KK (32 people). Research done by giving a screen capture of positive electronic word-of-mouth as many as 8 in total for seven days through LINETM group chat. In this research, brand attitude were measured using Wu & Wang brand attitude?s scale (2011).

The results of research shows that the positive electronic word-of-mouth having a significant effect on brand attitude (t 4.215 = 0.000 (p < 0.05)) and it dimensions (brand trust, brand affection, and purchase intention), which means there are significant differences between the increase in mean between two group before and after given positive electronic word-of-mouth. This means that the positive electronicword-of-mouth had the effect toward brand attitude and it dimensions. Thus, TransjakartaTM management can affect the brand attitude of TransjakartaTM by giving positive electronic word-of-mouth to the community in order to increase the use of TransjakartaTM."

"Tujuan dari penelitian ini adalah mengetahui apakah terdapat pengaruh dari e-WOM dalam media sosial Path™ terhadap intensi membeli pada konsumen restoran “baru”. Penelitian ini didasari oleh fenomena maraknya penggunaan internet untuk mencari informasi mengenai restoran “baru”. Informasi yang didapatkan dari orang lain mengenai sebuah restoran melalui internet disebut sebagai electronic word-of-mouth. Hennig-Thurau dkk (2004) mendefinisikan e-WOM sebagai pernyataan positif atau negatif yang dibuat oleh konsumen yang potensial, aktual, dan terdahulu mengenai produk atau perusahaan via internet. Penelitan ini merupakan field experiment yang dilakukan kepada 64 partisipan yang tergolong sebagai konsumen emerging well-off-youth; 30 partisipan pada kelompok kontrol; 34 partisipan pada kelompok eksperimental.Manipulasi berupa e-WOM mengenai restoran diberikan selama lima hari melalui media sosial Path™. Setelah itu, intensi membeli partisipan diukur melalui alat ukur Intensi Membeli (Ko, 2012). Hasil penelitian menunjukan terdapat pengaruh e-WOM dalam media sosial Path™ terhadap intensi membeli pada konsumen restoran “baru” (F = 7.182; p < 0.01). Dengan demikian, pemilik bisnis restoran “baru” dapat menggunakan e-WOM untuk melakukan promosi dan juga konsumen restoran dapat menjadikan e-WOM sebagai sarana untuk mencari informasi mengenai restoran “baru”.

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The objective of this study was to determine the effect of e-WOM on Path™ social media towards “new” restaurant consumer’s purchase intention. This study is based on the phenomena of the use of internet to seek information about a “new” restaurant. The information from the other people about restaurant which obtained through the internet was called electronic word-of-mouth (e-WOM). Hennig-Thurau et al (2004) defines e-WOM as “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet”. This study was a field experiment and conducted to 64 participants which all of them were classified as into well-off-youth consumers; 30participants was in control group; 34 participants was in experimental group.Manipulation in this study was e-WOM about a “new” restaurant that given for five days straight on Path™. Afterward, purchase intention was measured by purchase intention scale (Ko, 2012). The result of this study shows that there was an effect of e-WOM on Path™ social media towards “new” restaurant consumer’s purchase intention (F = 7.182; p < 0.01). Thus, “new” restaurant owners could use e-WOM for promoting their restaurant and also consumers could use e-WOM as a tool for searching informations about a “new” restaurant.;"

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Web 2.0 telah merubah bentuk word of mouth tradisional menjadi word of mouth baru berbasis Internet yaitu electronic word of mouth (eWOM). Melalui eWOM, konsumen membagikan pengalamannya berupa opini dan informasi mengenai suatu produk dan merek. Merek yang memiliki nilai lebih di mata konsumen akan mempunyai ekuitas merek yang kuat juga, sehingga akan mendorong minat pembelian yang lebih tinggi. Tesis ini membahas mengenai pengaruh eWOM melalui ekuitas merek terhadap minat pembelian pada pemasaran pendidikan tinggi. Penelitian ini dilakukan dengan pendekatan kuantitatif melalui metode survei dan sifat penelitian eksplanatif. Populasi pada penelitian ini adalah wisudawan program Sarjana Universitas Paramadina periode April 2019 yaitu 131 wisudawan. Teknik pengambilan sampel menggunakan total sampling. Dari hasil pengisian kuesioner, hanya 94 kuesioner yang diolah lebih lanjut berdasarkan pertanyaan saringan pada penelitian ini. Metode analisis data yang digunakan pada penelitian ini adalah analisis jalur. Analisis jalur digunakan untuk mengetahui jalur yang paling efektif dalam pembentukan minat pembelian pada konteks pemasaran pendidikan tinggi. Hasil penelitian menunjukkan bahwa pengaruh tidak langsung eWOM melalui ekuitas merek merupakan jalur yang paling efektif dalam pembentukan minat pembelian, sedang pengaruh langsung eWOM pada pembentukan minat pembelian memiliki nilai yang lebih kecil. Kesimpulan dalam penelitian ini, universitas dalam membentuk minat pembelian calon konsumen potensialnya harus menciptakan eWOM yang mampu membentuk ekuitas merek yang baik di mata calon konsumen potensialnya, sehingga minat pembelian konsumen akan menjadi tinggi.

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Web 2.0 has transformed traditional forms of word of mouth into new Internet-based word of mouth or electronic word of mouth (eWOM). Through eWOM, consumers share their experiences in the form of opinions and information about a product and brand. Brands that have more value in the eyes of consumers will have strong brand equity, so that it will encourage higher purchase intentions. This thesis discusses the effect of eWOM through brand equity on purchase intentions in higher education marketing. This research was conducted with a quantitative approach through survey methods and explanatory research. The population in this study are 131 graduates of the Paramadina University Bachelor Program in the April 2019 period. The sampling technique uses total sampling. Based on filter questions in this study, only 94 questionnaires were processed further. The data analysis method used in this study is path analysis. Path analysis is used to determine the most effective pathway in the formation of purchase intentions in the context of higher education marketing. The results showed that the indirect influence of eWOM through brand equity was the most effective path in the formation of purchase intentions, while the direct influence of eWOM on the formation of purchase intention had a smaller value. The result of this study suggests that universities, in forming the purchase intention of potential customers, must create eWOM which is able to shape a good brand equity in the eyes of potential customers. This strategy, assumed, will increase the consumer’s purchase intention.

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"Seiring dengan perkembangan internet, electronic word of mouth telah menjadi fenomena penting di dunia pemasaran. Penelitian ini bertujuan untuk melihat pengaruh dari electronic word of mouth terhadap citra merek dan niat pembelian pada smartphone samsung juga pengaruh citra merek terhadap niat pembelian smartphone samsung. Responden penelitian ini berjumlah 167 orang yang sedang mencari smartphone dan menyukai browsing di internet. Model penelitian menggunakan 3 hipotesis dan diuji dengan metode analisis structural equation model (SEM). Hasil penelitian menyatakan bahwa electronic word of mouth berpengaruh terhadap citra merek smartphone samsung namun tidak berpengaruh terhadap niat pembelian smartphone samsung dan citra merek berpengaruh terhadap niat pembelian smartphone samsung. Sedangkan pada jurnal penelitian acuan menemukan bahwa electronic word of mouth berpengaruh positif terhadap citra merek dan berpengaruh positif yang kuat terhadap niat pembelian smartphone samsung dan citra merek berpengaruh terhadap niat pembelian smartphone samsung.

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Along with the internet developments, electronic word of mouth had become an important phenomenon in the marketing’s world. This study focus to analyze influence of electronic word of mouth on brand image and purchase intention and also influence of brand image on purhase intention smartphone samsung. Respondents of this study are 167 people who are looking for smartphone and liked browsing on the internet. The tree hypoteses research model in this study are tested with Structural Equation Modelling (SEM).

The results found that electronic word of mouth effect brand image of smartphone samsung but doesn’t effect purchase intention of smartphone samsung and the brand image effect on purhase intention of smartphone samsung. While the research journal reference found that electronic word of mouth had positive effect on brand image and strong positive effect on purchase intention of smartphone samsung and brand image effect on purchase intention of smartphone samsung."

"Tesis ini membahas hubungan electronic word-of-mouth di social media dan brand image terhadap keputusan pembelian, studi dalam memilih preschool Highscope. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatori, responden adalah orang tua yang diwakili oleh ibu dari murid yang terdaftar di preschool Highscope, berjumlah 97 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan analisa jalur untuk membuktikan hipotesis dalam penelitian ini. Hasil penelitian menunjukkan bahwa electronic word-of-mouth (e-WOM) di social media dan brand image memiliki pengaruh signifikan baik secara terpisah maupun secara bersama-sama terhadap keputusan pembelian.

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This thesis discusses about the relationship electronic word-of-mouth in social media and brand image on purchase decisions, in choosing a preschool Highscope study. This research is a quantitative study with explanatory design; respondents are parents who are represented by the mother of a student enrolled in preschool Highscope, totaling 97 people. Data analysis method are descriptive statistical analysis and path analysis to prove this research hypothesis. The results showed that the electronic word-of-mouth (e-WOM) in social media and brand image has a significant effect, either separately or jointly to the purchasing decision."