scholarly journals Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness

2021 ◽  
Vol 5 (5) ◽  
pp. 464
Author(s):  
Anastasia Silvi Andrea ◽  
Keni Keni
Keyword(s):  
Word Of Mouth ◽  
Online Advertising ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Equation Modelling ◽  
Celebrity Endorser ◽  
Convenience Sampling ◽  
Positive Effect

This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness. Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.

scholarly journals Pengaruh Service Quality, Word of Mouth, dan Brand Awareness terhadap Keputusan Pembelian Polis Asuransi Kendaraan di Jakarta

2021 ◽  
Vol 5 (5) ◽  
pp. 518
Author(s):  
Hendra Wijaya ◽  
Keni Keni
Keyword(s):  
Service Quality ◽  
Word Of Mouth ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Insurance Policy ◽  
Probability Sampling ◽  
Equation Modelling ◽  
Convenience Sampling

The research aims to find out the influence of service quality, word of mouth, and brand awareness to purchase decision of vehicle insurance policy in Jakarta. The sampling method uses a non probability sampling technique in the form of convenience sampling with a total sample of 138 respondents and 115 valid data. Data collection method is done by distributing questionnaires online via google form. Data analysis technique using Partial Least Square – Structured Equation Modelling (PLS-SEM). The results of this research indicate that service quality, word of mouth, and brand awareness have an influence on purchase decision. Good service quality, positive word of mouth and also good brand awareness can increase purchase decision of vehicle insurance policy. Penelitian ini bertujuan untuk mengetahui pengaruh service quality, word of mouth, dan brand awareness terhadap keputusan pembelian polis asuransi di Jakarta. Metode pengambilan sampel menggunakan non probability sampling dalam bentuk teknik convenience sampling dengan total sampel sejumlah 138 responden dan 115 data yang valid. Pengumpulan data dilakukan dengan membagikan kuesioner secara online melalui google form. Teknik analisa data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM). Hasil dari penelitian ini menunjukkan bahwa service quality, word of mouth, dan brand awareness mempunyai pengaruh terhadap keputusan pembelian. Service quality yang baik, word of mouth yang positif, dan juga brand awareness yang baik dapat meningkatkan keputusan pembelian polis asuransi kendaraan.

scholarly journals Pengaruh Citra Destinasi dan Electronic Word of Mouth Terhadap Minat Berkunjung Pada Wisata Pantai Tambakrejo Blitar

2022 ◽  
Vol 6 (1) ◽  
Author(s):  
Umma Latifa Nur Aziza ◽  
Sugeng Purwanto
Keyword(s):  
Word Of Mouth ◽  
Sampling Technique ◽  
Partial Least Square ◽  
Least Square ◽  
Destination Image ◽  
Primary Data ◽  
Electronic Word Of Mouth ◽  
Significant Positive Effect ◽  
Beach Tourism ◽  
Positive Effect

Purpose of this research was to determine the effect of Destination Image and Electronic Word of Mouth on Tourist Visiting Interests on Tambakrejo Beach tourism in Blitar. This research used a quantitative approach. Nonprobability sampling method with purposive sampling technique was used for sampling with research samples obtained as many as 90 respondents. Types primary data is used in this research. Data processing is done by using Partial Least Square (PLS) analysis technique. Results of research showed that: 1) Destination Image had a significant positive effect on Tourist Visiting Interests at Tambakrejo Beach Blitar. 2) Electronik Word of Mouth has a significant positive effect on Turist Visiting Interests at Tambakrejo Beach Blitar.

scholarly journals Effect of Work Overload on Job Satisfaction Through Burnout

2021 ◽  
Vol 25 (1) ◽  
pp. 56
Author(s):  
Sofia Prima Dewi, Merry Susanti, Sufiyati, Cokki
Keyword(s):  
Job Satisfaction ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Work Overload ◽  
Equation Modelling ◽  
Negative Effect ◽  
Convenience Sampling ◽  
The Relationship ◽  
Positive Effect

The current study proposes to search the relationship between work overload, burnout, and job satisfaction for lecturers. The questionnaires were distributed among 69 lecturers at the faculty of economics and business using convenience sampling. Data were processed using Partial Least Square-Structural Equation Modelling (PLS-SEM). The finding indicates that work overload has a positive effect on burnout, but work overload and burnout do not have a negative effect on job satisfaction.

scholarly journals Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention

2021 ◽  
Vol 25 (1) ◽  
pp. 32
Author(s):  
Linda Fitriani ◽  
Jono M Munandar ◽  
Ujang Sumarwan
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Brand Performance ◽  
Brand Resonance

The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equity forming variables consisting of a candidate brand awareness, a candidate brand performance-imagery, a candidate brand judgment-feelings, and a candidate brand resonance. The study involved 260 respondents who are people of Purbalingga Regency who may vote and use social media. The sampling method used was purposive sampling by conducting direct interviews with respondents. Data were analyzed using Structural Equation Model Partial Least Square (SEM PLS) analysis. The results showed that electronic Word of Mouth has a positive and significant effect on brand equity development variables. Developing brand equity affects the voting intention on candidate brand awareness and candidate brand resonance. The Result of this study found electronic Word of Mouth to have no direct influence on voting intention.

An Examination of Innovation Capabilities and Corporate Reputation in Banking Sector

2021 ◽  
pp. 227868212110451
Author(s):  
Jalal Rajeh Hanaysha
Keyword(s):  
United Arab Emirates ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Banking Sector ◽  
Partial Least Square ◽  
Least Square ◽  
Marketing Innovation ◽  
Equation Modelling ◽  
Business Practitioners ◽  
Positive Effect

The aim of this study was to investigate the effect of innovation capabilities on corporate reputation in banking sector. A quantitative method was used for collecting the data and fulfilling the stated objective. Specifically, the data were collected from 188 employees in banking sector in the United Arab Emirates. The analysis for the collected data was conducted using the partial least square-structural equation modelling (PLS-SEM) approach. The findings indicated that product innovation as well as service innovation have significant positive impacts on corporate reputation. The results also confirmed that process innovation has a positive effect on corporate reputation. Finally, the outcomes verified that marketing innovation has a significant impact on corporate reputation. The results confirm the significance of innovation capabilities in enabling business practitioners in the banking sector to improve their businesses reputations and thrive in today’s dynamic market environment.

scholarly journals PENGARUH THE PUBLIC GOOD DAN KNOWLEDGE SELF-EFFICACY TERHADAP NIAT KONSUMEN MELAKUKAN ELECTRONIC WORD OF MOUTH (E-WOM) (Studi pada Pengguna Kaskus di Indonesia)

2019 ◽  
Vol 3 (1) ◽  
pp. 16-28
Author(s):  
Nurul Hafizah ◽  
Maya Ariyanti
Keyword(s):  
Public Good ◽  
Self Efficacy ◽  
Word Of Mouth ◽  
Partial Least Square ◽  
Least Square ◽  
Electronic Word Of Mouth ◽  
Discussion Forums ◽  
The Public

Kemajuan jaringan internet WWW mampu memberikan pilihan informasi mengenai suatu produk, memungkinkan adanya sebuah komunikasi word-of-mouth yang tidak hanya menjadi sebuah bentuk komunikasi person-to-person namun juga memberikan kesempatan untuk merambat secara mendunia melalui media online yang biasa dikenal dengan Electronic Word of Mouth (e-WOM). Komunikasi e-WOM dapat dilakukan melalui online opinion platforms atau discussion forums, salah satunya adalah Kaskus. Dalam tulisan ini, penulis fokus pada faktor-faktor yang mempengaruhi niat konsumen melakukan e-WOM di Kaskus. Penulis mengidentifikasi motif utama dari niat eWOM konsumen yaitu Egoisme (reputasi dan timbal balik), Collectivism (rasa memiliki), Altruism (kenikmatan membantu), Prinsiplism (prinsip moral) dan Knowledge Self-Efficacy. Penulis menguji model penelitian dengan sampel 100 pengguna/member Kaskus di Indonesia. Dalam penelitian ini analisis data menggunakan pendekatan Partial Least Square (PLS) dengan menggunakan software Smart PLS 3 for windows. Hasil dari penelitian ini menunjukkan 27.9% varians dengan kenikmatan membantu, rasa memiliki dan reputasi berhubungan positif dengan niat konsumen melakukan e-WOM.

An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry

2020 ◽  
pp. 265-287
Author(s):  
Anna Makrides ◽  
Demetris Vrontis ◽  
Michael Christofi
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Survey Methodology ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Widespread Access ◽  
The Impact ◽  
Core Part ◽  
Positive Effect

The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of e-WOM on building international brand awareness when the former is used as a core part of a company's overall digital marketing strategy. By applying the survey methodology, the findings provide support for this positive effect; namely, the integration of e-WOM in the overall digital marketing strategy and activities applied by an organization can enhance brand awareness beyond country borders and contribute towards the overall organizational effectiveness and success. Taken together, the study provides further insight into eWOM and cross-border brand awareness relationship and outlines several questions that deserve further study.

scholarly journals The influence of trust, satisfaction, value, and brand image on loyalty

2020 ◽  
Vol 12 (2) ◽  
pp. 168
Author(s):  
Gandadinata Thamrin ◽  
Innocentius Bernarto ◽  
Yukichika Kawata
Keyword(s):  
Data Collection ◽  
Structural Equation ◽  
Brand Image ◽  
Total Sample ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Collection Method ◽  
Convenience Sampling ◽  
Positive Effect

This study aims to investigate the influence of trust, satisfaction, values, and brand image on the loyalty of MaxxCoffee. Data collection in this study was conducted using a questionnaire given to students of Universitas Pelita Harapan as respondents. The research design uses convenience sampling with a total sample of 249 samples. The data collection method is utilizing questionnaires and the data is analyzed by the Partial Least Square of Structural Equation Modeling (PLS-SEM). The findings of this study are trust, satisfaction, and value have a positive effect on loyalty. Conversely, the brand image has no positive effect on Maxx Coffee customers’ loyalty. The contribution of this study is providing input to the management of Maxx Coffee to concern and maintain their trust, satisfaction, value, and brand image of Maxx Coffee to maintain the customers’ loyalty.

scholarly journals Analysis of the Effect of Service Quality and Customer Satisfaction on the Repurchase Intention, Word of Mouth and Customer Retention for Party Equipment Rental ˋˋSuyono" in Surabaya

2021 ◽  
Author(s):  
Muchammad Zaenal Arifin Rahmatulloh ◽  
Tina Melinda
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Word Of Mouth ◽  
Service Providers ◽  
Customer Retention ◽  
Partial Least Square ◽  
Least Square ◽  
Significant Positive Effect ◽  
Repurchase Intention ◽  
Positive Effect

The purpose of this study was to provide an understanding of how service quality and customer satisfaction influence the repurchase intention, word of mouth and customer retention at the party equipment rental company “Suyono”in Surabaya. A survey was conducted with 70 service users of “Suyono”. The study used a quantitative approach to explain the causal relationship between the variables. The researcher selected the participants individually. The Partial Least Square analysis technique was used, assisted by the Smart PLS 3.0 application. The results of this study showed that the quality of service had a significant positive effect on customer satisfaction and customer retention; and customer satisfaction had a significant positive effect on repurchase intention and word of mouth. Customer satisfaction did not have a significant effect on customer retention. Therefore, service providers are strongly advised to focus on improving service quality and customer satisfaction to increase customer retention. These results can be applied by companies to increase repurchase intentions, word of mouth and customer retention, especially companies in the service sector. Keywords: service quality, customer satisfaction, repurchase intention, word of mouth

scholarly journals Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

2021 ◽  
Vol 9 (12) ◽  
pp. 132-144
Author(s):  
Wawan Prasetia ◽  
Anas Hidayat
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Quality ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Brand Association ◽  
Positive Effect

This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square. The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.

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