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Abstrak :
Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh servicescape terhadap pembentukan Electronic Word of Mouth (eWOM) oleh konsumen Restoran The Playground Cabang Pondok Indah. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 pengunjung Restoran Electronic Word of Mouth dengan menggunakan metode non-probability sampling serta teknik purposive. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan linear regression. Hasil penelitian ini menunjukkan bahwa servicescape memiliki pengaruh yang kuat dan signifikan terhadap pembentukan electronic word of mouth. ...... The objective of this research is to analyze how the influence of servicescape in establish Electronic Word of Mouth (eWOM) by consumers of The Playground Restaurant at Pondok indah Mall. This research applied quantitative approach. The sample of this research is 100 consumers of The Playground Restaurant, collected using nonprobability sampling and purposive technique. This research used questionnaire as research instrument and analyzed using linear regression. The result of this research shows that servicescape has significant influence on the formation of electronic word of mouth.

Abstrak :
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.

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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.

Abstrak :
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.

Abstrak :
Penelitian ini membahas penggunaan electronic word of mouth sebagai output dari kualitas pelayanan dan kepuasan jasa layanan ojek, yang dimediasi oleh teknologi. Penelitian ini menggunakan metode kualitatif dengan paradigm post-positivis. Pelanggan yang diwawancara dipilih berdasarkan pengalaman konsumsi dan kegiatan berbag idi media sosial(twitter). Peneliti mendapatkan hasil data primer melalui wawancara mendalam. Hasil dari penelitian ini menyimpulkan bahwa pelanggan yang puas dengan layanan sukarela akan membagi pengalaman yang baik di media sosial(twitter). Dalam hal ini empati yang merupakan dimensi kualitas layanan memainkan peran penting dalam mendorong konsumen untuk mengkomunikasikan pengalaman positif yang dirasakan melalui Twitter sebagai wujud kontribusi untuk membantu mempromosikan perusahaan. ......This study discusses the use of electronic word of mouth as an output of service quality and satisfaction of motorcycle taxiservice (ojek), which are mediated by technology. This study used a qualitative method with post-positivist paradigm. Customers who interviewed are selected based on their consumption experiences and sharing activities in social media (twitter). Researcherobtain the results of primary data through in-depth interviews. Results from this study concluded that costumers who are satisfied with the services will voluntarily share the good experience in social media (twitter). In this case "empathy" which is dimension of quality services play an important role in encouraging consumers to communicate positive perceived experience through Twitter, which can be concluded as the contribution to helppromoting the company.

Abstrak :
Perkembangan bisnis cafe di Indonesia belakangan mengalami peningkatan, sehingga membuat tingkat persaingan juga semakin ketat. Hal ini lah yang membuat para pebisnis cafe harus pintar mempertahankan loyalitas pelanggan, karena karekteristik konsumen senang mencoba hal atau tempat baru. Dalam mengambil keputusan, pelanggan dapat dipengaruhi oleh berbagai faktor seperti ulasan pelanggan lainnya, platform ulasan, dan karakteristik properti serta profil pelanggan itu sendiri. Dalam konteks ini, penelitian dilakukan untuk mengetahui kelompok atribut-atribut yang membentuk online review yang dianggap penting pada platform social media dan review website dalam memilih cafe. Penelitian ini mengembangkan model penelitian terdahulu dengan membandingkan dua jenis platform (platform social media dan review website) dan menguji secara empiris dengan mengumpulkan data dari kuesioner yang akan disebar melalui survei online. Exploratory Factor Analysis (EFA) digunakan untuk melihat pengelompokan dimensi yang membentuk online review. Hasil analisis menunjukkan terdapat 7 kelompok dimensi pada kedua jenis platform, yaitu kegunaan, keahlian pengulas, volume, ketepatan waktu, ulasan positif, ulasan negatif, dan kelengkapan. Uji beda juga dilakukan untuk melihat perbedaan antara kelompok responden yang menganggap atmosfer cafe dengan tingkat kepentingan berbeda. Hasil penelitian ini dapat digunakan oleh pengusaha cafe dalam mengembangkan strategi untuk menarik pelanggan potensial. Pengusaha cafe dapat lebih memperhatikan faktor-faktor yang mendorong dalam menarik konsumen untuk membuat keputusan pembelian.

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The development of cafe business in Indonesia has recently increased, making the level of competition become tighter. This is what makes cafe business must be able to maintain customer loyalty, due to the characteristics of consumers tend to try new things or places. The customers decision making is affected by various factors such as other customer reviews, review platforms, and property characteristics as well as the customers profile itself. In this context, research was conducted to determine the groups of attributes that make up online reviews which are considered important on social media and review website platforms in choosing a cafe. This study referred to the former research model by comparing two types of platform (social media and review website) and empirically tested by collecting data from questionnaires that were distributed using online survey. Exploratory Factor Analysis (EFA) is used to see the dimension groupings that make online reviews. The results of the analysis showed that there were 7 dimension groups on both types of platforms, namely usefulness, reviewers expertise, volume, timeliness, positive online reviews, negative online reviews, and comprehensiveness. A different test was also conducted to see differences between groups of respondents who considered the cafe atmosphere with different levels of importance. The results of this study can be used by cafe entrepreneurs to develop their strategies for engaging potential customers. Cafe entrepreneurs can pay more attention to the most encouraging factors that attract customers to make purchasing decisions.

Abstrak :
Seiring dengan pertumbuhan internet, kegiatan customer engagement melalui media sosial menjadi penting untuk meningkatkan hubungan antara perusahaan dan customer-nya. Disamping itu, electronic word of mouth telah menjadi bentuk iklan yang paling dipercaya oleh konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh antara customer engagement terhadap pembentukan electronic word of mouth positif pada Twitter XL @XL123 serta melihat dimensi customer engagement manakah yang mempunyai pengaruh paling besar terhadap pembentukan electronic word of mouth positif pada Twitter XL @XL123. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan non-probability sampling. Sample dalam penelitian ini adalah 100 responden. Instrumen penelitian ini menggunakan kuisioner dan dianalisis menggunakan multiple regression. Hasil penelitian ini membuktikan bahwa customer engagement memiliki pengaruh terhadap pembentukan electronic word of mouth positif. Dimensi customer engagement yang memiliki pengaruh terbesar pada pembentukan electronic word of mouth positif adalah Cognitive Attachement.

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Following the growth of the Internet, customer engagement activities through social media have become an important activities to increase the company relationship with its customer. In addition, electronic word of mouth have become the most trusted form of advertising. This research aimed to observe the effect of customer engagement on establishing positive electronic word of mouth, and to observe which dimension of customer engagement had the greatest effect on establishing positive electronic word of mouth. This research applied quantitative approach and collected using non-probability sampling. The sample of this research was 100 respondent. This research used questionnaire as a research instrument and analyzed with multiple regression. This research proved that customer engagement had an effect on establishing positive electronic word mouth. The dimension of customer engagement which has the greatest effect on establishing positive electronic word of mouth was cognitive attachement.

Abstrak :
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.

Abstrak :
[Electronic word of mouth telah menjadi salah satu fenomena yang timbul akibat perkembangan teknologi internet dan menjadi salah satu topik yang dipelajari pada era pemasaran digital. Tujuan penelitian ini adalah untuk menganalisis motif apa yang mendorong niat seseorang mau menyebarkan electronic word of mouth pada media consumer-opinion platform Forum Jual Beli Kaskus. Penelitian dilakukan dengan menggunakan data dari 60 responden yang kemudian dianalisis menggunakan metode Partial Least Square ? Structural Equation Model (PLS ? SEM). Hasil penelitian mendukung dua dari enam hipotesis yang diajukan, yaitu Kepuasan Menolong dan Kewajiban Moral berpengaruh positif terhadap niat seseorang untuk menyebarkan electronic word of mouth pada consumer-opinion platform Forum Jual Beli Kaskus.

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Electronic word of mouth has become a phenomenon that arise because of internet advancement and a subject of study in this digital marketing era. The purpose of this study is to anaylze what motives that drive consumer?s intention to spread electronic word of mouth in consumer-opinion platform media Forum Jual Beli Kaskus. This study is conducted using the data from 60 respondent and analyzed using Partial Least Square ? Structural Equation Model (PLS-SEM) method. The result support two of six hypotheses that have been proposed which are Enjoyment of Helping and Moral Obligation positively related to Consumer?s Intention in spreading the electronic word of mouth in consumer-opinion platform Forum Jual Beli Kaskus.Electronic Word;Electronic word of mouth has become a phenomenon that arise because of internet advancement and a subject of study in this digital marketing era. The purpose of this study is to anaylze what motives that drive consumer?s intention to spread electronic word of mouth in consumer-opinion platform media Forum Jual Beli Kaskus. This study is conducted using the data from 60 respondent and analyzed using Partial Least Square ? Structural Equation Model (PLS ? SEM) method. The result support two of six hypotheses that have been proposed which are Enjoyment of Helping and Moral Obligation positively related to Consumer?s Intention in spreading the electronic word of mouth in consumer-opinion platform Forum Jual Beli Kaskus.Electronic Word, Electronic word of mouth has become a phenomenon that arise because of internet advancement and a subject of study in this digital marketing era. The purpose of this study is to anaylze what motives that drive consumer’s intention to spread electronic word of mouth in consumer-opinion platform media Forum Jual Beli Kaskus. This study is conducted using the data from 60 respondent and analyzed using Partial Least Square – Structural Equation Model (PLS – SEM) method. The result support two of six hypotheses that have been proposed which are Enjoyment of Helping and Moral Obligation positively related to Consumer’s Intention in spreading the electronic word of mouth in consumer-opinion platform Forum Jual Beli Kaskus.Electronic Word]

Abstrak :
eWOM telah diketahui mampu memengaruhi intensi membeli atau intensi menggunakan suatu produk (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013; Park & Kim, 2008; Park & Lee, 2009; Qu, 2015; Zhang, Ye, Law, & Li, 2010) dan diduga efeknya akan berbeda tergantung pada tipenya, positif atau negatif (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013), serta tergantung pada elemennya, teks atau visual (Hoffman & Daugherty, 2013; Lin, Lu, & Wu, 2012) sehingga tujuan dari penelitian ini adalah untuk mencari tahu cara mengubah potential user bus TransJakarta menjadi user bus TransJakarta dengan melihat pengaruh variasi elemen eWOM positif terhadap intensi, khususnya intensi menggunakan bus TransJakarta. Penelitian ini merupakan penelitian eksperimental dengan desain penelitian randomized two-groups design (pretest & posttest). eWOM yang digunakan dalam penelitian ini berbentuk ulasan online yang diberikan pada partisipan (n=62) selama 7 hari melalui aplikasi instant messaging LINE. Hasil penelitian menunjukkan bahwa eWOM positif, baik berupa teks maupun teks-gambar, dapat meningkatkan intensi menggunakan bus TransJakarta (t(61) = 7.729; p < .01). Akan tetapi, peningkatan skor intensi menggunakan bus TransJakarta tidak berbeda secara signifikan pada kelompok yang diberi eWOM berupa teks dan eWOM berupa teks-gambar (t(60) = .582, p > .01). Selanjutnya, penelitian ini juga mendiskusikan temuan penelitian, saran untuk penelitian selanjutnya, serta implikasi praktis dari penelitian. ......eWOM is known for its effect on purchase intention or intention to use a product (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013; Park & Kim, 2008; Park & Lee, 2009; Qu, 2015; Zhang, Ye, Law, & Li, 2010) and it is assumed that the effect will be difference according to its type, positive or negative (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013), and depends on its elements, text or visual (Hoffman & Daugherty, 2013; Lin, Lu, & Wu, 2012). Therefore, the purpose of this study was to seek how potential user of TransJakarta can be the actual user of TransJakarta by examining the effect of positive eWOM element variation on intention, specifically on intention to use TransJakarta bus. This study was an experimental study with randomized two-groups design (pretest & posttest). eWOM used in this study were online reviews about TransJakarta that was given to the participants (n=62) for seven days with the used of instant messaging application LINE. The findings of this study showed that positive eWOM, either text-only or with visual information increased the intention to use TransJakarta bus (t(61) = 7.729; p < .01). However, the increasing scores of the two experiment groups, the group that got text-only online review and the group that got text-with-visual-information online review, were not significantly different (t(60) = .582, p > .01). These findings led to discussions and suggestions for further research, as well as the practical implications, that are included in this paper.;eWOM is known for its effect on purchase intention or intention to use a product (Ladhari & Michaud, 2015.

Abstrak :
ABSTRAK
Electronic word of mouth telah menjadi salah satu fenomena yang timbul akibat perkembangan teknologi internet dan menjadi salah satu topik yang dipelajari pada era pemasaran digital. Tujuan penelitian ini adalah untuk menganalisis motif apa yang mendorong niat seseorang mau menyebarkan electronic word of mouth pada media consumer-opinion platform Forum Jual Beli Kaskus. Penelitian dilakukan dengan menggunakan data dari 60 responden yang kemudian dianalisis menggunakan metode Partial Least Square ? Structural Equation Model (PLS ? SEM). Hasil penelitian mendukung dua dari enam hipotesis yang diajukan, yaitu Kepuasan Menolong dan Kewajiban Moral berpengaruh positif terhadap niat seseorang untuk menyebarkan electronic word of mouth pada consumer-opinion platform Forum Jual Beli Kaskus

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ABSTRACT
Electronic word of mouth has become a phenomenon that arise because of internet advancement and a subject of study in this digital marketing era. The purpose of this study is to anaylze what motives that drive consumer?s intention to spread electronic word of mouth in consumer-opinion platform media Forum Jual Beli Kaskus. This study is conducted using the data from 60 respondent and analyzed using Partial Least Square ? Structural Equation Model (PLS ? SEM) method. The result support two of six hypotheses that have been proposed which are Enjoyment of Helping and Moral Obligation positively related to Consumer?s Intention in spreading the electronic word of mouth in consumer-opinion platform Forum Jual Beli Kaskus