scholarly journals PENGARUH WORD OF MOUTH DAN CELEBRITY ENDORSER DALAM MENGOKOHKAN BRAND AWARENESS DAN BRAND ATTITUDE

2017 ◽  
Vol 6 (3) ◽  
Author(s):  
Herry Nurdin
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Managerial Implications ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

This research aims to analyze the influence of words of mouth and celebrity endorsers to brand awareness and brand attitude. It also examines the influence of words of mouth and celebrity endorserson brand attitude through the consumers’ brandawareness in Top Coffee, Mataram. The population of this research was the Top Coffee’s in Mataram City. There wehe 100 respondents, the sample was taken using purposive sampling technique. The data were analyzed with Structural Equation Modeling (SEM). The results show that there was a positive and significant correlation between words of mouth and celebrity endorsers toward brand awareness and brand attitude. There was also insignificant or partially significant effect on the correlation of word of mouth and celebrity endorsers toward brand attitude that was mediated by brand awareness. This research has both theoretical and managerial implications in the context of Top Coffee products. Key words: words of mouth, celebrity endorser, brand awareness, brand attitude

scholarly journals Pengaruh Penggunaan Celebrity Endorser Terhadap Brand Attitude The Body Shop Indonesia

2021 ◽  
Vol 3 (1) ◽  
pp. 107
Author(s):  
Patricia Patricia ◽  
Rodhiah Rodhiah
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Brand Attitude ◽  
The Body ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Body Shop ◽  
Purposive Sampling ◽  
Celebrity Endorser ◽  
The Body Shop

The purpose of this research is to examine the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude and how attitude towards the endorsement mediates the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude. The population of this study is consumers of The Body Shop in Jakarta who acknowledge Jerinx. This research uses a descriptive approach. Sampling was done using a purposive sampling method. In total there were 100 respondents who participated. Data were collected using an online questionnaire, Google Form. The analysis used is structural equation modeling (SEM) with SmartPLS as a tool for analyzing data. The result of this study indicate that celebrity motive has a positive and significant effect towards brand attitude, while attitude towards the celebrity, celebrity—brand fit, and celebrity expertise have positive and not significant effects towards brand attitude. Attitude towards the endorsement is a positive and significant mediator of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive towards brand attitude. Furthermore, this research can be used as new insights for brands on advertising their products using celebrity endorsement, how and what to consider for choosing the right celebrity endorser.Tujuan dari penelitian ini adalah untuk menguji pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, dan celebrity motive terhadap brand attitude dan attitude towards the endorsement memediasi pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive terhadap brand attitude. Populasi penelitian ini adalah konsumen The Body Shop di Jakarta yang mengetahui sosok Jerinx. Penelitian ini menggunakan pendekatan deskriptif. Pengambilan sampel dilakukan dengan menggunakan teknik pendekatan purposive sampling. Secara total terdapat 100 responden yang berpartisipasi. Data dikoleksi menggunakan kuisioner online, Google Form. Analisis yang digunakan adalah structural equation modeling (SEM) dengan menggunakan SmartPLS sebagai alat untuk menganalisis data. Hasil dari penelitian ini menunjukkan bahwa celebrity motive memiliki pengaruh positif dan signifikan terhadap brand attitude, sementara attitude towards the celebrity, celebrity—brand fit, dan celebrity expertise memiliki pengaruh positif dan tidak signifikan terhadap brand attitude. Attitude towards the endorsement merupakan mediator positif dan signifikan dari attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive pada brand attitude. Selanjutnya, penelitian ini dapat digunakan sebagai wawasan bagi perusahaan dalam periklanan dengan menggunakan strategi celebrity endorsement, bagaimana dan apa yang perlu dipertimbangkan dalam memilih celebrity endorser.

scholarly journals Attracting Customers Interest through Celebrity Endorses for Marketplace

2020 ◽  
Vol 11 (1) ◽  
pp. 84-92
Author(s):  
Defin Shahrial Putra ◽  
Farida Yulianti ◽  
Abdurrahim Abdurrahim
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Sampling Technique ◽  
Added Value ◽  
Brand Awareness ◽  
Equation Modeling ◽  
The Public ◽  
Analysis Technique ◽  
Good Reputation ◽  
Brand Ambassadors

This study aims to determine the tendency of celebrity endorse mediated by brand awareness impact to attract buying interest from the public. This is because celebrities are people who are well known to the public and have there are charm. So that with the support of celebrities will have an impact on the sale of their products. Some marketplaces use celebrities as brand ambassadors to attract buyers, besides it will give celebrity brands that are constantly remembered by customers. In this study because the population is unknown, the sampling technique uses purposive sampling as many as 310 respondents. The analysis technique used is Structural Equation Modeling (SEM). The results show that brand awareness mediates the influence of celebrities on customer interest when a celebrity carries advertisements will give the impression to customers that the celebrity has a good reputation and attractiveness will have a good impact. Besides the marketplace in choosing a celebrity will look for those who can deliver advertisements with professionals. The implication of this research is the need for celebrity support related to the importance of attracting people’s purchasing power to the marketplace, in addition to a well-known combination of a good reputation and attractive appearance has added value that will provide reminders to customers.

TRANSPARANSI PAJAK DAN KEPERCAYAAN WAJIB PAJAK TERHADAP KEPATUHAN WAJIB PAJAK (SURVEI PADAWAJIB PAJAK KOTA DKI JAKARTA)

2019 ◽  
Vol 4 (1) ◽  
pp. 1-18
Author(s):  
Madjidainun Rahma
Keyword(s):  
Structural Equation Modeling ◽  
Random Sampling ◽  
Structural Equation ◽  
Sampling Technique ◽  
Target Population ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Research Results ◽  
Positive Effect

This research aims to identify and examine the effect of the Tax Transparency and Trust Taxpayers Against the Taxpayer Compliance existing areas of Jakarta. The method used is descriptive and associative. Target population studied is Unit in Unit 14 Analysis of the Tax Office in the region of Jakarta. Sampling technique used is random sampling. Model influence analyzed using SEM (Structural Equation Modeling ) with alternative method PLS ( Partial Least Square ) which is aimed at testing the Influence between Tax Transparency and Trust Taxpayers Against the Taxpayer Compliance that there diunit analysis has been given permission to conduct research. Results of the analysis showed that partially Tax Transparency and unsignificant positive effect on the Taxpayer Compliance. Similarly, the Trust Taxpayers partially positive and significant impact to the Taxpayer Compliance . Simultaneously Transparency and Trust Tax Taxpayers Against the Taxpayer Compliance effect, this means that the Tax and Trust trades Taxpayers together will increase the Taxpayer Compliance.   Keywords: Tax Transparency, Trust, Taxpayer Compliance.     Penelitan ini bertujuan untuk mengetahui dan menguji pengaruh Transparansi Pajak dan Kepercayaan Wajib Pajak Terhadap Kepatuhan Wajib Pajak yang ada wilayah DKI Jakarta. Metode yang digunakan adalah deskriptif dan asosiatif. Populasi target yang diteliti ialah Satuan Kerja yang ada di Unit Analisis 14 Kantor Pelayanan Pajak diwilayah DKI Jakarta. Teknik sampel yang digunakan ialah random sampling. Model pengaruh di analisa menggunakan analisis SEM (Structural Equation Modeling) dengan metode alternative PLS (Partial Least Square) yang bertujuan menguji Pengaruh antara Transparansi Pajak dan Kepercayaan Wajib Pajak Terhadap Kepatuhan Wajib Pajak yang ada diunit analisis yang telah diberi ijin untuk melakukan penelitian. Hasil analisis menunjukan bahwa Transparansi Pajak secara parsial berpengaruh positif dan tidak signifikan terhadap Kepatuhan Wajib Pajak. Begitu pula dengan Kepercayaan Wajib Pajak yang secara parsial berpengaruh positif dan signifikan terhadap Kepatuhan Wajib Pajak. Secara simultan Transparansi Pajak dan Kepercayaan Wajib Pajak berpengaruh Terhadap Kepatuhan Wajib Pajak, hal ini berarti bahwa dengan Transakasi Pajak dan Kepercayaan Wajib Pajak bersama-sama maka akan meningkatkan Kepatuhan Wajib Pajak.

Θεματικά μουσεία της Ελλάδας και τουριστικό μάρκετινγκ

2021 ◽  
Author(s):  
Παναγιώτης Ιωακειμίδης
Keyword(s):  
Factor Analysis ◽  
Structural Equation Modeling ◽  
Exploratory Factor Analysis ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Cronbach’S Alpha ◽  
Cronbach's Alpha

Η παρούσα διδακτορική διατριβή αποσκοπεί στο να καταγράψει την ικανοποίηση των επισκεπτών από τις παρεχόμενες υπηρεσίες στα θεματικά μουσεία της Ελλάδας, την πρόθεση συμπεριφοράς των επισκεπτών και κατά πόσο τεχνικές του τουριστικού μάρκετινγκ λαμβάνουν χώρα στα θεματικά μουσεία. Έγινε μία προσπάθεια να καταγραφούν οι απόψεις των ανθρώπων των θεματικών μουσείων και η αντίληψή τους σχετικά με το τουριστικό μάρκετινγκ, οι αντιλήψεις των επισκεπτών σχετικά με την εμπειρία που βιώνουν σε ένα θεματικό μουσείο, ο βαθμός ικανοποίησης τους, η υφιστάμενη κατάσταση που επικρατεί στα θεματικά μουσεία της χώρας και οι ενδεχόμενες αλλαγές που μπορούν να προκύψουν με απώτερο σκοπό την αύξηση της επισκεψιμότητας. Ένα αξιοσημείωτο της παρούσας έρευνας, είναι ένας σημαντικός αριθμός προσωπικών συνεντεύξεων με κατοίκους περιμετρικά των μουσείων που ερευνήθηκαν και η προσπάθεια καταγραφής των απόψεων και αντιλήψεων τους για τα μουσεία αυτά.Διενεργήθηκε επίσης μία ποσοτική έρευνα σε επισκέπτες θεματικών μουσείων της χώρας μας αλλά και στο ανθρώπινο δυναμικό που εργάζεται σε πολιτιστικούς οργανισμούς, καθώς και εκπαιδευτικούς. Διακρίνοντας τα μουσεία σε δημόσια και ιδιωτικά, σημαντική ήταν η καταγραφή απόψεων ότι στα περισσότερα δημόσια θεματικά μουσεία τα οποία λειτουργούν κάτω από την επίβλεψη του δημόσιου φορέα, δεν υπάρχουν συχνά δυνατότητες για καινοτομία και πρωτοτυπία. Τα πορίσματα της παρούσας διδακτορικής διατριβής είναι αρκετά σημαντικά λόγω της έλλειψης προηγούμενης έρευνας επάνω στα θεματικά μουσεία της Ελλάδας, από την οπτική του μάρκετινγκ και την αναγκαιότητα αυτού. Η πλειονότητα των ανθρώπων των θεματικών μουσείων με τους οποίους ήρθα σε επαφή, εντοπίζουν την ανάγκη για τεχνικές τουριστικού μάρκετινγκ στα μουσεία καθώς όλοι αντιλαμβάνονται ότι οι επισκέπτες αναζητούν ποιοτικότερες ψυχαγωγικές επιλογές, έχουν περισσότερες απαιτήσεις επισκεπτόμενοι ένα θεματικό μουσείο και ευελπιστούν σε μία βιωματική και διαδραστική εμπειρία που θα τους μείνει αξέχαστη. Σε αυτό το εγχείρημα, συνεργός είναι τα ποικίλα οπτικοακουστικά μέσα των νέων τεχνολογιών που ενισχύουν το βιωματικό χαρακτήρα της επίσκεψης και ερευνώνται στη διατριβή. Η παρούσα διατριβή αποτελεί μία πρώτη προσπάθεια χαρτογράφησης των τεχνικών τουριστικού μάρκετινγκ που χρησιμοποιούν τα θεματικά μουσεία της χώρας , τις σημαντικές ιδιαιτερότητες του τουρισμού που έχουν άμεση επίδραση στην επισκεψιμότητα των θεματικών μουσείων και τέλος προτάσσει ενέργειες και τεχνικές μάρκετινγκ για να δημιουργηθεί ένας ενάρετος κύκλος πολιτισμού - ψυχαγωγίας - οικονομίας. Για την επεξεργασία των δεδομένων της ποσοτικής έρευνας χρησιμοποιήθηκε το στατιστικό εργαλείο SPSS, αναλύθηκαν τα ευρήματα της Διερευνητικής Ανάλυσης Παραγόντων (Exploratory Factor Analysis) και των τεστ αξιοπιστίας με τον δείκτη Cronbach’s Alpha, εφαρμόζοντας και την μέθοδο Μοντελοποίησης Δομικών Εξισώσεων (Structural Equation Modeling, SEM) για τον έλεγχο των ερευνητικών υποθέσεων. Οι ερευνητικές υποθέσεις δημιουργήθηκαν έπειτα από ενδελεχή έρευνα μοντέλων που εφαρμόστηκαν σε προηγμένες μουσειολογικά χώρες, όπως η Ισπανία, η Ιταλία, η Ολλανδία κ.α. και μπορούν να ληφθούν σοβαρά υπόψιν στο κοινωνικό-οικονομικό περιβάλλον της Ελλάδας. Απώτερος στόχος του ερευνητικού μοντέλου είναι εάν ο επισκέπτης θα οδηγηθεί σε μελλοντική επίσκεψη (revisit ) ή θα αποτελέσει ο ίδιος κινητή διαφήμιση word-of-mouth του μουσείου που επισκέφθηκε.Η έρευνα αποτελεί οδηγό για μελλοντικές έρευνες που θα πλαισιώσουν ή θα συμπεριλάβουν τα θεματικά μουσεία για νέες μελέτες, όπως για παράδειγμα πολιτιστικές διαδρομές και είναι ένα χρήσιμο εργαλείο που έρχεται να καλύψει το ερευνητικό κενό που υπάρχει γύρω από το είδος των μουσείων αυτών.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

scholarly journals Inovasi Produk terhadap Keputusan Pembelian dan dampaknya terhadap loyalitas pelanggan : Studi Pengguna Mobil Toyota Calya di Kota Bogor dan Bekasi

2020 ◽  
Vol 4 (2) ◽  
Author(s):  
Anugerah Dachi
Keyword(s):  
Structural Equation Modeling ◽  
Customer Loyalty ◽  
Product Innovation ◽  
Structural Equation ◽  
Sampling Technique ◽  
Research Problem ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Made In

Abstract The formulation of the research problem is whether product innovation effects purchase decisions, whether product innovation and purchase decisions affect customer loyalty. This study aims to examine the effect of product innovation on the purchase decision of Toyota Calya, and examines the effect of product innovation and purchasing decisions on customer loyalty. The population is the Toyota Calya’s customers in Bogor and Bekasi. The population is not known with certainty, therefore the sampling technique is done by accidental sampling technique in determining the number of samples. A total of 203 questionnaires were collected. Therefore, the sample in this study was 203 respondents. The data analysis method is Structural Equation Modeling. The results showed a significant influence on product innovation on purchasing decisions. Product innovation and purchasing decision also significantly influence customer loyalty. Purchasing decisions significantly mediate the effect of product innovation on customer loyalty. Innovations must still be made in order to maintain the loyalty of Toyota Calya car users in Bogor and Bekasi. Keywords: Product innovation, purchasing decisions, and loyalty AbstrakRumusan masalah penelitian ini adalah apakah inovasi produk mempengaruhi keputusan pembelian,  dan apakah inovasi produk dan keputusan pembelian mempengaruhi loyalitas pelanggan. Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh inovasi produk terhadap keputusan pembelian toyota Calya, dan menguji pengaruh inovasi produk dan keputusan pembelian terhadap loyalitas pelanggan. Populasi penelitian adalah pengguna mobil merek Toyota Calya di Kota Bogor dan Bekasi. Populasi tidak diketahui secara pasti,oleh karena itu teknik pengambilan sampel dilakukan dengan teknik accidental sampling dalam menentukan jumlah sampel. Kuisioner yang berhasil dikumpulkan sebanyak 203 kuisioner. Oleh karena itu, sampel dalam penelitian ini adalah berjumlah sebanyak 203 responden. Metode analisis data yang dipergunakan adalah Structural Equation Modeling.  Hasil penelitian menunjukkan adanya pengaruh secara signfikan inovasi produk dengan keputusan pembelian. Variabel Inovasi produk dan keputusan pembelian juga secara signifikan mempengaruhi  loyalitas pelanggan. Keputusan pembelian secara signifikan memediasi pengaruh inovasi produk terhadap loyalitas pelanggan. Inovasi harus tetap dilakukan demi untuk mempertahankan loyalitas pengguna mobil Toyota Calya di Kota Bogor dan Bekasi.

scholarly journals PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA BRAND SMARTPHONE SAMSUNG

2021 ◽  
pp. 737
Author(s):  
Ketut Dewi Kurnia Sari ◽  
Osa Omar Sharif
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Technique ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Multivariate Technique ◽  
Analysis Technique

This study aims to determine how the influence of the Electronic Word of Mouth (eWOM) on social media YouTube on Purchase Intention on Samsung smartphones in Bandung with the presence of a mediator from Brand Attitude. The research method used is a quantitative method with descriptive research objectives, the type of research is causal, the technique used in this study is non-probability sampling, data collection methods with cross sectional. In this study, the population used in this study were smartphone users in Bandung. The population in this study were smartphone users in Bandung who used social media Youtube. The sampling technique used the Cochran formula so that a minimum sample size of 385 respondents was determined and in the study the valid respondents were 400 respondents. The data analysis technique is a multivariate technique using the Structural Equation Modeling (SEM) method. For data analysis using the AMOS 24 application. The findings of this study indicate that there is no effect of eWOM Samsung smartphones on Purchase Intention and the influence of eWOM on the Brand Attitude of Samsung brand smartphones on Youtube social media

scholarly journals Analisis Pengaruh Orientasi Kewirausahaan, Inovasi, dan Kapabilitas Pemasaran terhadap Keunggulan Bersaing pada UKM Olahan Ikan di Semarang

2021 ◽  
Vol 23 (1) ◽  
pp. 21-30
Author(s):  
Lisda Rahmasari
Keyword(s):  
Structural Equation Modeling ◽  
Competitive Advantage ◽  
Structural Equation ◽  
Sampling Technique ◽  
Population Data ◽  
Sem Analysis ◽  
Equation Modeling ◽  
Analysis Tool ◽  
Marketing Capabilities ◽  
Research Population

This study aimed to find out the influence of entrepreneurial orientation, innovation and marketing capabilities on competitive advantage. The research population comprised Fish Processing Business in Semarang City. The sample was selected by means of the purposive sampling technique. The sample was 100 companies. The data were collected by a questionnaire, interviews, and documentation. This research uses Structural Equation Modeling (SEM) analysis technique using AMOS 24.0 analysis tool. The test results using Structural Equation Modeling (SEM) analysis techniques indicate that the model is in accordance with population data. The results of the study showed that entrepreneurship oriented , innovation and marketing capabilities had a significant positive effect on competitive advantage. Used by analyzer for example validity test, test reliabilitas, and hipotesis test use modelling equation structural (SEM).

scholarly journals EFFECTS OF E-COMMERCE ON THE SHARIA HOTELS BRAND AWARENESS IN BANDUNG

2018 ◽  
Vol 5 (10) ◽  
Author(s):  
Muchyidin Natakusuma ◽  
Ria Arifianti ◽  
Iwan Sukoco
Keyword(s):  
Structural Equation Modeling ◽  
Significant Influence ◽  
Structural Equation ◽  
Internet Technology ◽  
Brand Awareness ◽  
Equation Modeling ◽  
The Internet ◽  
Boutique Hotel ◽  
Complex Relationships ◽  
A Company

Sharia has become global, including the development of Sharia Hotels. In addition, the development of internet technology in Indonesia can be seen with the existence of e-commerce which benefits in the form of business convenience because the internet is seen as an advertising media that is cheaper, more efficient and effective. Tight business competition has made brand as an important aspect that can be a benchmark for a company. Sharia hotel owners use e-commerce to build strong brands and make consumers acknowledge that their brands are well received by consumers. This study aims to find out how e-commerce influences brand awareness in Narapati Indah Sharia Boutique Hotel and Convention Bandung. Respondents in this study were sampled using the Structural Equation Modeling (SEM) method that allows testing a series of relatively complex relationships simultaneously. The results showed that respondents' responses regarding e-commerce and brand awareness at Narapati Indah Sharia Hotel were in the good category. In addition, there is a significant influence between e-commerce on brand awareness in Narapati Indah Sharia Hotel especially through their own website so that to depend on other parties are no longer needed.

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

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