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

  • Nadhila Sari 
    Universitas Negeri Padang
    Indonesia
  • Meizi Syafri Yendi
    Universitas Negeri Padang
    Indonesia
  • Kristiana Astuti
    Universitas Negeri Padang
    Indonesia
  • Kendis Anwar
    Universitas Negeri Padang
    Indonesia
  • Hani Maisyarah Batubara
    Universitas Negeri Padang
    Indonesia
  • Susi Evanita
    Universitas Negeri Padang

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.
Keywords
  • self-presentation
  • opinion leadership
  • customer engagement
  • self-expression
  • atitude to e-wom
  • intent to e-wom
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