Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Penelitian ini bertujuan untuk meneliti hubungan antara kepercayaan dengan loyalitas. Sebelumnya, penelitian ini juga meneliti factor-faktor yang dianggap mempengaruhi kepercayaan itu sendiri. Dengan menggunakan studi kasus website dan aplikasi Zomato, penelitian ini menemukan bahwa ada hubungan yang signifikan secara positif antara kredibilitas sumber, dan kualitas informasi, dengan kepercayaan. Penelitian ini juga menemukan ada nya hubungan negative yang signifikan antara kemampuan serta pengalaman pengguna, dengan kepercayaan. Selanjutnya, saat kepercayaan tersebut di uji kepada dua dimensi dari brand loyalty, yaitu variabel word of mouth dan revisit intention, hasil penelitian ini membuktikan ada nya hubungan positif yang signifikan antara kepercayaan, dengan kedua dimensi tersebut. Sementara untuk uji hubungan antara kepuasan konsumen, dan kualitas website, memiliki pengaruh yang tidak signifikan dengan kepercayaan. ......This research investigates the connection between trust and brand loyalty. This research also look for factors that affects trust itself. With Zomato website and application as the object, this study found a significant connection in positive way between source credibility, and information quality, with trust. This research also found a positive significant connection between trust and the dimension of Brand Loyalty Word of mouth and Revisit Intention. However, this study also finds out the connection between User Experience and Proficiency, with trust have a negative significant bond. Lastly, the study finds there is no significant connection between user satisfaction and website quality, with trust.

Abstrak :
Short brand story telah diterapkan oleh beberapa perusahaan sebagai teknik pemasaran yang efektif dalam meningkatkan intensi konsumen untuk membeli. Pemberian jenis cerita yang berbeda dapat memberikan respon yang berbeda pula pada konsumen. Dari aspek short brand story, penelitian ini bertujuan untuk melihat pengaruh jenis short brand story terhadap intensi membeli. Penelitian ini merupakan penelitian kuantitatif dengan eksperimen two group design (company-generated vs consumer-generated) between subject design yang dilakukan secara daring. Proses pengumpulan data dilakukan pada 859 orang usia 18 – 26 tahun. Manipulasi yang diberikan dalam penelitian ini adalah memberikan salah satu jenis short brand story secara acak kepada partisipan. Untuk melihat keberhasilan manipulasi, peneliti memberikan manipulation check. Setelah itu mengukur intensi membeli dengan alat ukur Intention-to-Buy Measure dari Schiffman dan Wisenblit (2015). Hasil penelitian ini menunjukkan bahwa terdapat perbedaan tingkat intensi membeli antara konsumen yang diberikan short brand story jenis company-generated (M = 8.20, SD = 2.07) dan consumer-generated (M = 7.80, SD = 2.05) yang signifikan (t(857) = 2.883, p = .004). Dengan demikian, maka dapat disimpulkan bahwa short brand story jenis company-generated memengaruhi intensi membeli lebih tinggi dibandingkan kelompok consumer-generated. Hasil dari penelitian ini menyarankan kepada perusahaan produk FMCG yang hendak memasarkan produknya melalui teknik short brand story pada kemasan untuk menuliskan cerita berisi pengalaman perusahaan. Hal tersebut dilakukan untuk membantu meningkatkan efektivitas cerita dalam mempersuasi konsumen untuk membeli produk. ......Short brand stories have been adopted by several companies as an effective marketing technique in increasing consumers' purchase intentions. Giving different types of stories can give different responses to consumers. From the aspect of short brand stories, this study aim is to see the effect of types of short brand stories on purchase intentions. This research is a quantitative study with experimental two-group design (company-generated vs consumer-generated) between the subject designs and online method. Data was collected from 859 people aged 18-26 years old. The manipulation provided by randomly assign one type of short brand story to the participants. The treatment of manipulation was checked by manipulation checks. After that, measure the purchase intention with the Intention-to-Buy Measure from Schiffman and Wisenblit (2015). The results of this study indicate that there is a significant difference in the level of purchase intention between consumers who are given a short brand story of the type produced by the company (M = 8.20, SD = 2.07) and those produced by consumers (M = 7.80, SD = 2.05) which are significant (t (857) = 2.883, p = .004). Thus, it can be concluded that the company-generated short brand story affects buying intention higher than the consumer-generated group. The results of this study suggest that FMCG product companies want to market their products through the short brand story technique on the packaging to write stories about the company's experiences. This is done to help increase the effectiveness of the story in persuading consumers to buy products.

Abstrak :
Banyak cara yang dapat dilakukan untuk mempersuasi konsumen dalam membeli produk, salah satunya dengan teknik bercerita. Penelitian ini bertujuan untuk melihat peran empati sebagai mediator pada pengaruh jenis short brand story (company-generated VS consumer-generated) terhadap intensi membeli konsumen. Penelitian ini merupakan penelitian eksperimen, between subject design dan posttest only yang dilakukan secara daring kepada 859 partisipan yang berusia 18-26 tahun. Partisipan dibagi secara acak kedalam salah satu dari dua kelompok penelitian, lalu partisipan akan ditunjukan sebuah gambar yang berisi kemasan produk dan manipulasi dari short brand story. Short brand story yang digunakan dalam penelitian ini merupakan hasil manipulasi dan modifikasi dari brand story pada produk East Bali Cashews. Hasil analisis menunjukkan bahwa empati tidak memediasi hubungan antara short brand story dengan intensi membeli (ab = - 0,38, p < 0.01, 95% CI [-0,53, -0.26]). ......There are many ways that can be done to persuade consumers to buy products, one of which is by using storytelling techniques. This study aims to examine the role of empathy as a mediator on the effect of the type of short brand story (company-generated VS consumer-generated) on consumer buying intentions. This study was an experimental study, between subject design and posttest only, which was conducted online with 859 participants aged 18-26 years. Participants were randomly divided into one of the two research groups, then participants were shown a picture containing the product packaging and the manipulation of the short brand story. The short brand story used in this study is the result of manipulation and modification of the brand story on East Bali Cashews products. The results of the analysis showed that empathy did not mediate the relationship between short brand stories and purchase intention (ab = - 0.38, p <0.01, 95% CI [-0.53, -0.26]).

Abstrak :
Short brand story merupakan media yang efektif untuk berkomunikasi antara brand dan konsumen. Tak hanya itu, short brand story digunakan untuk dapat membedakan produk dengan produk lainnya yang mengarahkan pada intensi membeli konsumen. Penulisan jenis konten short brand story dapat memengaruhi bagaimana konsumen mempersepsikan cerita. Intensi konsumen untuk membeli produk juga dipengaruhi oleh trust yang berfungsi untuk mengurangi keraguan konsumen dalam membeli produk. Oleh karena itu, penelitian ini bertujuan untuk melihat pengaruh jenis short brand story terhadap intensi membeli dimoderasi oleh trust. Penelitian ini merupakan penelitian eksperimental between-subject design yang dilakukan pada 859 partisipan berusia 18-26 tahun yang berdomisili di Indonesia. Pada penelitian ini, partisipan terbagi secara acak kedalam dua kelompok (company-generated vs consumer-generated). Kemudian, partisipan diberikan gambar kemasan produk beserta short brand story jenis konten company-generated atau consumer-generated. Data partisipan dianalisis menggunakan multiple regression. Hasil analisis menunjukkan jenis short brand story memengaruhi intensi konsumen membeli produk. Short brand story jenis konten company-generated menunjukkan intensi membeli yang lebih tinggi dibandingkan consumer-generated. Ditemukan pula trust konsumen terhadap intensi membeli. Sementara itu, tidak terdapat efek interaksi antara short brand story dan trust dalam memengaruhi intensi membeli. Berdasarkan hasil penelitian, perusahaan FMCG dapat mempertimbangkan untuk menggunakan short brand story pada kemasan produk sebagai cara untuk memasarkan produk. ......Short brand story are an effective medium for communicating between brands and consumers. Not only that, short brand story are used to differentiate products from other products that lead to consumer buying intentions. Writing short brand story content types can affect how consumers perceive the story. Consumer intention to buy products is also influenced by trust which serves to reduce consumer doubts in buying products. Therefore, this study aims to see the effect of the type of short brand story on buying intention moderated by trust. This research is an experimental study between subject design which was conducted on 859 participants aged 18-26 years who live in Indonesia. In this study, participants were randomly divided into two group (company-generated group vs consumer-generated). Then, participants are given a picture of the product packaging along with a short brand story for company-generated or consumer-generated content. Participant data were analyzed using multiple regression. The results of the analysis show that the type of short brand story affects the consumer's intention to buy the product, where the short brand story of the type of company-generated content shows a higher purchase intention than the consumer-generated type. We also found consumer trust in buying intentions. Meanwhile, there is no interaction effect between short brand stories and trust in influencing purchase intention. Based on the research results, FMCG companies can consider using a short brand story on product packaging as a way to market their products.

Abstrak :
Tujuan penelitian ini adalah untuk mengetahui faktor yang menjadi anteseden kepercayaan sekaligus mengetahui pengaruh kepercayaan terhadap perilaku pengguna. Penelitian ini merupakan studi empiris mengenai prilaku pengguna layanan online restaurant search and discovery, Zomato. Metode penelitian yang digunakan pada penelitian ini yaitu metode kuantitatif dengan desain deskriptif. Hasil penelitian ini menyarankan bahwa source credibility, information quality, dan customer satisfaction perlu dikelola karena signifikan mempengaruhi perceived website trust Zomato. Website quality perlu memenuhi customer satisfaction sehingga dapat mempengaruhi perceived website trust. Perceived website trust mendorong pengguna menerapkan rekomendasi yang ada di website Zomato dan menyebarkan positif word of mouth ......The purpose of this study was to determine the factors that are antecedents of trust and its influence in user behavior. This research is an empirical study on user behavior of online service restaurant search and discovery, Zomato . This research uses quantitative methods with descriptive design. The results of this study suggest that the source of credibility, information quality, and customer satisfaction is important to be managed because it significantly affects the perceived website trust of Zomato. Website quality should fulfill customer satisfaction so that it can affect perceived website trust. Perceived website trust, encouraging users to adopt the recommendations in Zomato website and spread positive word of mouth

Abstrak :
ABSTRAK
Tujuan penelitian ini untuk mengetahui dinamika interaksi dan aktivitas berbagi informasi pada grup traveler daring dan peran anggota sebagai komunikator pariwisata Indonesia melalui thread yang diposkan. Agar tujuan penelitian tercapai, kerangka teoritis disusun dari penelitian sebelumnya dalam lingkup ilmu komunikasi terutama knowledge sharing, electronic word of mouth, user generated content dan pariwisata. Metode penelitian menggunakan kualitatif deskriptif dengan teknik pengumpulan data observasi dan wawancara mendalam pada Grup Facebook Beautiful Indonesia. Hasil penelitian adalah anggota aktif membagikan informasi pada Grup Facebook Beautiful Indonesia. Matriks fasilitator membagikan informasi oleh Kosonen terjadi dalam grup Facebook Beautiful Indonesia yaitu enjoyment of helping, moral obligation, acces to valuable information, viewing knowledge as public goods, commitment, sense of community dan trust ketika anggota mengeposkan informasi dan pengalaman perjalanan. Dinamika interaksi anggota grup terjadi secara online dan offline, menjadi sarana untuk pertukaran informasi seputar produk wisata. Maka, anggota grup berperan sebagai komunikator dengan menjalankan fungsi humas karena berpartisipasi dalam menciptakan ruang diskusi, penyebaran informasi dan promosi dengan cara electronic word of mouth melalui user generated content.

---

ABSTRAK
Interaction by social media develops in tourism sector is also used to look for information and socialize. The purpose of this study is to find out about interaction and sharing information activity with a group of a traveler online and role of the member as a communicator of Indonesia tourism through the thread posted. The theoretical draft was compiled from the previous study in the field of communications especially knowledge sharing, electronic word of mouth, user generated content and tourism. The research method is qualitative descriptive with collecting observation datum technique, in depth and semi structured interview toward the Beautiful Indonesia Facebook Group and its members. The results of the study are the members are actively sharing information on Facebook Group Beautiful Indonesia. Matrix facilitators of sharing information by Kosonen happened among members interaction those are enjoyment of helping, moral obligation, acces to valuable information, viewing knowledge as public goods, commitment, sense of community and trust. The dynamics of interaction members of the group occurring in online and offline, provide for exchanging information about tourism product. So, members of the group serve as communicator, public relations to function as participate in creating a discussion, the spread of information and promotion by means of electronic word of mouth through user generated content.

Abstrak :
Penulisan makalah ini membahas strategi Consumer-Generated Marketing (CGM) yang diterapkan brand Love Beauty and Planet Indonesia (LBP) Indonesia pada kampanye #smallactsoflove, serta ulasan dari konsumen di media sosial Instagram serta di situs resmi ulasan dan rating Home Tester Club Indonesia (HTCID) dan Female Daily Network (FDN). Tujuan penulisan ini adalah menganalisa strategi CGM dalam membangun brand image produk LBP di Indonesia, dengan implikasi praktis sebagai bahan acuan bagi produk kosmetik lain untuk dapat menjalankan bisnisnya di Indonesia. Metode yang digunakan adalah serangkaian studi literatur yang menganalisis berbagai studi terkait dan materi komunikasi brand LBP. Temuan penulisan ini adalah terdapat peningkatan brand image produk LBP dari hasil penerapan strategi CGM dilihat dari beberapa capaian yang diraih LBP dalam industri kosmetik di Indonesia. ......This writing discusses the Consumer-Generated Marketing (CGM) strategy applied by the Love Beauty and Planet Indonesia (LBP) Indonesia in the #smallactsoflove campaign, as well as reviews from consumers on Instagram and on the official website reviews and ratings of Home Tester Club Indonesia (HTCID) and Female Daily Network (FDN). The purpose of this paper is to analyze CGM's strategy in building the brand image of LBP products in Indonesia, with practical implications as a reference material for other cosmetic products to be able to run their business in Indonesia. The method used is a series of literature studies that analyze various related studies and LBP brand communication materials. The finding shows that there is an increase in the brand image of LBP products from the results of implementing the CGM strategy, seen from several achievements made by LBP in the cosmetics industry in Indonesia.

Abstrak :
ABSTRAK
Meningkatnya pengguna internet di Indonesia dalam hal pencarian informasi traveling secara online memicu pertumbuhan situs travel online yang juga disebut Consumer Generated Media (CGM). Tantangan situs CGM adalah membangun dan mempertahakan trust dari customer karena trust memiliki peran penting dalam hal menggunakan CGM. Dengan studi kasus Traveloka, responden penelitian ini adalah bagi yang pernah membaca ulasan hotel di situs Traveloka dalam kurun waktu 1 (satu) tahun terakhir. Data 291 responden diolah dan dianalisis melalui metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa dari faktor-faktor yang mempengaruhi perceived website trust memiliki pengaruh positif yaitu perceived source credibility, information quality, perceived website quality, customer satisfaction with previous experience, dan customer experience and proficiency, kecuali information quality. Namun, information quality berpengaruh positif terhadap perceived source credibility, perceived website quality, dan customer satisfaction with previous experience. Hasil penelitian juga menunjukkan bahwa perceived website trust berpengaruh positif terhadap recommendation adoption dan word of mouth.

---

ABSTRACT
The increasing of Internet users in Indonesia in terms of search traveling information by online, increase the number of travel sites also known as Consumer Generated Media (CGM). A challenging task for websites CGM are building and maintaining trust because trust has an important role in terms of using CGM. With case study Traveloka, respondents in this study are who have read the hotel reviews in Traveloka site within the last one (1) year. Data from 291 users of Traveloka were processed and analyzed through Structural Equation Modeling (SEM). Findings show that all the factors affecting perceived website trust have a positive effect are perceived source credibility, information quality, perceived website quality, customer satisfaction with previous experience, and customer experience and proficiency, with the exception information quality. However, information quality have a positive effect towards perceived source credibility, perceived website quality, and customer satisfaction with previous experience. Findings also show that perceived website trust has a positive effect towards recommendation adoption and word of mouth.