Electronic Word of Mouth and Brand Image in Social Media Instagram Context

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

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Key Determinants of Purchase Decision: A Case Study of Poeniko Batik Store in Pekalongan

Management Analysis Journal ◽

10.15294/maj.v9i3.38294 ◽

2020 ◽

Vol 9 (3) ◽

pp. 290-299

Author(s):

Nurul Fatimah ◽

Dorojatun Prihandono

Keyword(s):

Social Media ◽

Purchase Intention ◽

Sampling Method ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Decision ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Medium Enterprise

Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.

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Pengaruh Electronic Word of Mouth (EWOM) Terhadap Brand Image, Trust dan Keputusan Berkunjung ke Kampung Tridi Malang

Jurnal Master Pariwisata (JUMPA) ◽

10.24843/jumpa.2021.v08.i01.p17 ◽

2021 ◽

pp. 332

Author(s):

Monica Yohana Putri Wiryokusumo ◽

Agung Suryawan Wiranatha ◽

I Gusti Ayu Oka Suryawardani

Keyword(s):

Social Media ◽

Structural Equation ◽

Word Of Mouth ◽

Brand Image ◽

Equation Modeling ◽

Electronic Word Of Mouth ◽

Tourist Destinations ◽

Modeling Analysis ◽

Data Collection Instrument ◽

Student Version

Electronic word of mouth (EWOM) is quite effective in increasing the decision to visit tourist destinations. Indirectly, electronic word of mouth has an important role in forming a brand image, so there is a need for a good brand image to increase trust so that tourist visits can increase. The purpose of this research are to (1) to analyze the effect of the Electronic Word of Mouth on brand image, trust and the decision to visit in Kampung Tridi Malang, (2) to analyze the influence of brand image on the decision to visit in Kampung Tridi Malang, and (3) to analyze the effect of trust on decisions. visited Kampung Tridi Malang. This study uses SEM (Structural Equation Modeling) analysis using the SmartPLS 3.0 student version software. The data collection instrument used a questionnaire with 100 respondents. The distribution of questionnaires was carried out by purposive sampling to domestic tourists. The results of this research indicate that 1) electronic word of mouth has a significant effect on brand image, (2) electronic word of mouth has a significant effect on trust, (3) electronic word of mouth has a significant effect on visiting decisions, (4) brand image has a significant effect on trust. decision to visit and (5) trust has a significant effect on the decision to visit 6) electronic word of mouth has a significant effect on the decision to visit through brand image 7) electronic word of mouth has a significant effect on the decision to visit through trust. The influence of EWOM on the decision to visit is quite strong so that it can be considered for the managers of Kampung Tridi Malang to further develop marketing using social media. Keywords: Electronic Word of Mouth, Brand Image, Trust, Visit Decision, Kampung Tridi Malang

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The Mediating Effect of Brand Image Between Electronic Word of Mouth and Purchase Intention in Social Media

Advanced Science Letters ◽

10.1166/asl.2016.7999 ◽

2016 ◽

Vol 22 (10) ◽

pp. 3176-3180 ◽

Cited By ~ 2

Author(s):

Nur Helyana Yunus ◽

Mohd Shoki Md Ariff ◽

Norhuzaimah Mohd Som ◽

Norhayati Zakuan ◽

Zuraidah Sulaiman

Keyword(s):

Social Media ◽

Purchase Intention ◽

Word Of Mouth ◽

Brand Image ◽

Mediating Effect ◽

Electronic Word Of Mouth

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SELFIE TOURISM DAN ELECTRONIC WORD OF MOUTH SEBAGAI ANTESEDEN RE-VISIT INTENTION

Jurnal Benefita ◽

10.22216/jbe.v4i3.3963 ◽

2019 ◽

Vol 4 (3) ◽

pp. 526

Author(s):

Okki Trinanda ◽

Astri Yuza Sari

Keyword(s):

Social Media ◽

Hypothesis Testing ◽

Sample Size ◽

Human Behavior ◽

Word Of Mouth ◽

Electronic Word Of Mouth ◽

Tourist Attractions ◽

Tourism Management ◽

West Sumatra ◽

First Time

Research linking selfie behavior and tourism management is very rarely implemented. Selfie behavior is more researched as part of psychology that studies human behavior. This study aims to find out (1) the influence of Selfie Tourism on Electronic Word of Mouth, (2) the influence of Selfie Tourism on Re-Visit Intention, and (3) the influence of Electronic Word of Mouth on Re-Visit Intention. This study uses estimates based on the number of parameters obtained by the sample size of 452 respondents with accidental sampling. Respondents who were included in this study were foreign tourists and domestic tourists who visited the tourism sites in West Sumatra for the first time. While hypothesis testing uses SEM. In this study all relationships between variables were found to be positive and significant. The implication of this study is that tourism managers not only pay attention to aspects of service such as hospitality, cleanliness and so on, but also provide attractive tourist attractions to be photographed and distributed to social media. Penelitian yang menghubungkan perilaku selfie dan manajemen pariwisata sangat jarang dilaksanakan. Perilaku selfie lebih banyak diteliti sebagai bagian dari psikologi yang mempelajari perilaku manusia. Penelitian ini bertujuan untuk mengetahui (1) pengaruh Selfie Tourism terhadap Electronic Word of Mouth, (2) pengaruh Selfie Tourism terhadap Re-Visit Intention, dan (3) pengaruh Electronic Word of Mouth pada Re-Visit Intention. Penelitian ini menggunakan jumlah parameter yang diperoleh dengan ukuran sampel 452 responden dengan accidental sampling. Responden yang dikunjungi oleh wisatawan asing dan wisatawan domestik yang mengunjungi situs pariwisata di Sumatera Barat untuk pertama kalinya. Sedangkan pengujian hipotesis menggunakan SEM. Dalam penelitian ini semua hubungan antar variabel ditemukan positif dan signifikan. Implikasi dari penelitian ini adalah bahwa manajer pariwisata tidak hanya memperhatikan layanan dan kebersihan tetapi juga menyediakan media sosial.

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