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All Journal Managament Insight: Jurnal Ilmiah Manajemen MIX : Jurnal Ilmiah Manajemen International Journal of Social Science and Business
Sularsih Anggarawati
University of Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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OPINION LEADERSHIP MEMODERASI eWOM INTENTION (STUDI PADA BOMBARU BAR DAN RESTO BENGKULU, INDONESIA) Ryan Vernando Putra; Muhartini Salim; Sularsih Anggarawati
MIX: JURNAL ILMIAH MANAJEMEN Vol 10, No 2 (2020): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mix.2020.v10i2.002

Abstract

Abstract. The purpose of this study was to examine the influence of Self-Relevant Value, Quality Value and Perceived Informational Utility on Electronic Word-Of-Mouth Intention moderated by Opinion Leadership in Bombaru Bars and Restaurant Bengkulu, Indonesia consumers. The respondents of this study were 17-45 years old. Respondent data were collected by the survey questionnaire provided. After adopting the listwise deletion method through Mahalanobis Distance on SEM-AMOS, 133 questionnaires that could be used were available for analysis. Data analysis used Confirmatory Factor Analysis (CFA), assessment of normality, and regression weights. The Result indicate that (1) Self-relevant Value has a positif effect on eWOM Intention; (2) Quality Value has a positif effect on eWOM Intention; (3) Perceived Informational Utility has a postif effect on eWOM Intention; (4) Opinion Leadership moderates the influence of Self-relevant Value on eWOM Intention; (5) Opinion Leadership moderates the influence of Quality Value on eWOM Intention; (6) Opinion Leadership moderates the influence of Perceived Informational Utility on eWOM Intention.Keyword: eWOM Intention, Opinion Leadership, Perceived Informational Utility, Quality Value, and Self-relevant Value.
The Implication of Self-Relevant and Travelling Consumption on Propensity to Share e-WOM Sularsih Anggarawati; Fachri Eka Saputra
International Journal of Social Science and Business Vol. 5 No. 2 (2021): May
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v5i2.30246

Abstract

This study aims to examine the effect of 3 dimensions of self-relevant value (Reflected Appraisal of Self, Conspicuous Value, and Self-Image Congruity) and 3 dimensions of value of traveling consumption (Desire for Experience Travel, Need for Uniqueness, and Social Esteem) on the tendency for someone to share their experiences on social media (e-WOM). To answer the research objectives, this study uses a quantitative research design using cross sectional time dimension of the study. The questionnaire was used as a sample data collection tool, in which the sampling was done purposively. The data collection method used in this study is by distributing online questionnaires by inserting questionnaires into Google Form, then online questionnaires are distributed through social media such as Facebook, Instagram, and WhatsApp. Appropriate respondents to fill out this questionnaire are people who have visited popular tours in Indonesia, especially young tourists. Data analysis method is planned using Multiple Regression Analysis. The results show that four of the six hypotheses are proven in this study. There are two hypotheses that are rejected, specifically the relationship between conspicuous value on propensity to share e-WOM, and the relationship between self-esteem on propensity to share e-WOM. This study gives a contribution to the body of knowledge on the relationship between self-relevant value and desire to experience travel concepts on propensity of travellers to share their experience on the electronic Word of Mouth (e-WOM).
THE ROLE OF BRAND TRUST AS A MEDIATOR IN THE RELATIONSHIP BETWEEN SOCIAL MEDIA MARKETING AND PURCHASE INTENTIONS Assyfa Meilyandra Panca Putri; Sularsih Anggarawati
Management Insight: Jurnal Ilmiah Manajemen Vol 17 No 2 (2022): Managament Insight: Jurnal Ilmiah Manajemen
Publisher : UNIB Press

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Abstract

Technological developments in Indonesia, especially in the internet sector, which continues to increase affect people's attitudes towards buying intentions, especially online. With a variety of information available online, it is easier for consumers to make purchases of a product. Instagram is one of the social media that can be used as a marketing and promotion medium by business people who can support online purchases. In online shopping, consumers consider aspects that need to be considered in generating purchase intentions. The purpose of this research is basically to find out how social media marketing affects purchase intention through brand trust. This research method is quantitative and the population in this study is Instagram Followers Scarlett Whitening, the number of samples obtained is 293 respondents. The sampling technique used is purposive sampling, with path analysis method. SmartPLS 3.29 For Windows is used to filter and analyze data. The findings reveal that social media marketing has a positive effect on purchase intention through brand trust. Practical advice in this study for Scarlett Whitening should increase brand trust. A company must continue to innovate to make products that are easily accepted by the market. And create interesting content marketing to create good social media marketing. It is expected to increase buying interest in Scarlett Whitening products. Keywords: Social Media Marketing, Purchase Intention, Brand Trust.
Co-Authors Assyfa Meilyandra Panca Putri Fachri Eka Saputra Muhartini Salim Ryan Vernando Putra