Pengaruh self presentation, opinion leadership, customer engagement, dan self expression terhadap perilaku e-wom (studi kasus di bukit gado-gado kota Padang)

Jurnal Penelitian Pendidikan Indonesia December 30, 2024 Volume 10, Number 4 6 authors

Abstract

E-WOM merupakan salah satu bentuk komunikasi pemasaran yang efektif untuk meningkatkan penjualan suatu produk atau jasa. Selain itu, penelitian ini berupaya mengeksplorasi peran moderasi dampak psikologis terhadap sikap terhadap e-WOM pada pengunjung bukit gado-gado. Penelitian ini bertujuan untuk menganalisis pengaruh self-presentation, opinion leadership, customer engagement, dan self-expression terhadap perilaku e-wom. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis data menggunakan Smart PLS. jumlah sampel penelitian adalah 108 responden yang merupakan pengunjung di Bukit Gado-Gado Kota Padang menggunakan kuesioner. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan attitude Toward e wom terhadap intent to ewom. Terdapat pengaruh positif dan signifikan Self Ekspression terhadap attitude Toward e wom. Terdapat pengaruh positif dan signifikan Self Presentation terhadap attitude Toward e wom. Namun tidak terdapat pengaruh customer engagement terhadap attitude toward e wom, serta tidak terdapat pengaruh opinion leadership terhadap attitude toward e-wom. Untuk meningkatkan eksistensi dari Bukit Gado Gado maka Diharapkan pengelola dapat melakukan promosi dalam berbentuk iklan, yang memuat tanggapan positif dari pengunjung agar wisatawan lebih percaya untuk berkunjung serta pengelola juga harus memperhatikkan kebersihan dan pengelolaan faslitas objek wisata.

Authors

  1. Nadhila Sari

    Universitas Negeri Padang

  2. Meizi Syafri Yendi

    Universitas Negeri Padang

  3. Kristiana Astuti

    Universitas Negeri Padang

  4. Kendis Anwar

    Universitas Negeri Padang

  5. Hani Maisyarah Batubara

    Universitas Negeri Padang

  6. Susi Evanita

    Universitas Negeri Padang

Keywords

self-presentationopinion leadershipcustomer engagementself-expressionatitude to e-womintent to e-wom

References

  1. Ahmad, A. M. K., Abuhashesh, M., Obeidat, Z., & AlKhatib, M. J. (2020). E-WOM and airline e-ticket purchasing intention: Mediating effect of online passenger trust. Management Science Letters, 10(12), 2729–2740. https://doi.org/10.5267/j.msl.2020.4.037
  2. Bober, A., Gajewska, E., Czaprowska, A., Świątek, A. H., & Szcześniak, M. (2021). Impact of Shyness on Self-Esteem: The Mediating Effect of Self-Presentation. International Journal of Environmental Research and Public Health, 19(1), 230. https://doi.org/10.3390/ijerph19010230
  3. Boczkowski, P. J., Mitchelstein, E., & Matassi, M. (2018). “News comes across when I’m in a moment of leisure”: Understanding the practices of incidental news consumption on social media. New Media & Society, 20(10), 3523–3539. https://doi.org/10.1177/1461444817750396
  4. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
  5. Dhasan, D., & Aryupong, M. (2019). Effects of product quality, service quality and price fairness on customer engagement and customer loyalty. ABAC Journal, 39(2), 82–102.
  6. Hernández-Serrano, M. J., Jones, B., Renés-Arellano, P., & Campos Ortuño, R. A. (2022). Analysis of Digital Self-Presentation Practices and Profiles of Spanish Adolescents on Instagram and TikTok. Journal of New Approaches in Educational Research, 11(1), 49. https://doi.org/10.7821/naer.2022.1.797
  7. Hidayatullah Elmas, M. S. (2019). The Influence Of Green Marketing, Attribute Tourism Products, E-Wom The Visit Decision. International Journal of Social Science and Business, 3(1), 46. https://doi.org/10.23887/ijssb.v3i1.17254
  8. Huang, X., Vitak, J., & Tausczik, Y. (2020). “ You Don’t Have To Know My Past”: How WeChat Moments Users Manage Their Evolving Self-Presentation. Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems, 1–13.
  9. Jamu, M. E., & Sari, S. P. (2022). The Effect of Electronic Word of Mouth on Social Media and The Attraction of Bena Traditional Village Tourism on Tourist Visiting Decisions. Sentralisasi, 11(1), 37–48. https://doi.org/10.33506/sl.v11i1.1534
  10. Jung, H., Bae, J., & Kim, H. (2022). The effect of corporate social responsibility and corporate social irresponsibility: Why company size matters based on consumers’ need for self-expression. Journal of Business Research, 146, 146–154. https://doi.org/10.1016/j.jbusres.2022.03.024
  11. López, M., & Sicilia, M. (2014). Determinants of E-WOM Influence: The Role of Consumers’ Internet Experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 7–8. https://doi.org/10.4067/S0718-18762014000100004
  12. Mohammad, J., Quoquab, F., & Mohamed Sadom, N. Z. (2021). Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement. Journal of Fashion Marketing and Management: An International Journal, 25(3), 482–510. https://doi.org/10.1108/JFMM-05-2020-0080
  13. Octarina, N. F., & Djanggih, H. (2019). Legal Implication of Black Campaigns on The Social Media in The General Election Process. Jurnal Dinamika Hukum, 19(1), 271. https://doi.org/10.20884/1.jdh.2019.19.1.2115
  14. Pasternak, O. (2017). Electronic word-of-mouth in online brand communities: drivers and outcomes. University of Glasgow.
  15. Pramudhita, N. D. E. (2021). The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 5(1), 17. https://doi.org/10.31104/jsab.v5i1.181
  16. Risselada, H., Verhoef, P. C., & Bijmolt, T. H. A. (2016). Indicators of opinion leadership in customer networks: self-reports and degree centrality. Marketing Letters, 27(3), 449–460. https://doi.org/10.1007/s11002-015-9369-7
  17. Safitri, W., & Huda, M. (2022). Teknologi Informasi dalam Integrasi Supply Chain dan Pertukaran Informasi Terhadap Performa Supply Chain. Widya Cipta: Jurnal Sekretari Dan Manajemen, 6(1), 32–40. https://doi.org/10.31294/widyacipta.v6i1.11465
  18. Sakas, D. P., Reklitis, D. P., Terzi, M. C., & Vassilakis, C. (2022). Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1383–1408. https://doi.org/10.3390/jtaer17040070
  19. Semuel, H., & Lianto, A. S. (2014). Analisis ewom, brand image, brand trust dan minat beli produk smartphone di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 7–54.
  20. Seo, E. J., Park, J.-W., & Choi, Y. J. (2020). The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media. Sustainability, 12(4), 1691. https://doi.org/10.3390/su12041691
  21. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabeta.
  22. Sun, Y., Wang, N., & Shen, X.-L. (2021). Calculus interdependency, personality contingency, and causal asymmetry: Toward a configurational privacy calculus model of information disclosure. Information & Management, 58(8), 103556. https://doi.org/10.1016/j.im.2021.103556
  23. Thanh Ha, L. T., & Thu, V. T. (2022). Motivations of guests contributing sWOM on social media: a case in Vietnam. Journal of Asian Business and Economic Studies, 29(2), 146–162. https://doi.org/10.1108/JABES-05-2020-0055
  24. Untari, D. (2018). Gaya bahasa dalam meme di media sosial. Badan Pengembangan dan Pembinaan Bahasa.
  25. ZAM, E. M. (2021). Peran Literasi Teknologi Informasi Dan Komunikasi Pada Pembelajaran Jarak Jauh Di Masa Pandemi Covid-19. EDUTECH : Jurnal Inovasi Pendidikan Berbantuan Teknologi, 1(1), 11–20. https://doi.org/10.51878/edutech.v1i1.176