Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi Manajemen
Soefhwan Soefhwan
Trisakti University Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
EXPERIENCES DAN NEED FOR UNIQUENESS MEMOTIVASI PELANGGAN COFFEE SHOP AREA JABODETABEK DALAM MELAKUKAN SWOM. Fani Ahmad Fauzi; Kurniawati Kurniawati; Andri Kurniawan; Devi Kartika; Florensia Florensia; Soefhwan Soefhwan
Jurnal Ekonomi Manajemen Vol 8, No 2 (2022): November 2022
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v8i2.4701

Abstract

This study is conducted with the aims of assessing the effect of Experiences, Reflection of Self, Need for Uniqueness on the contribution of sWOM mediated by Opinion Leadership in coffee shops in the Greater Jakarta area. The sampling procedure used to collect relevant data was using a questionnaire. The study was conducted on 190 respondents as purposive sampling. Data analysis using SEM (structural equation modeling) and Analysis of Moment Structure (AMOS) software. The results of data analysis showed that opinion leadership factors and need for uniqueness positively affected on the contribution of sWOM, while experience and self-reflection had a positive effect on the contribution of sWOM if through opinion leadership mediation. The findings of this study provide advice to coffee shop’s entrepreneurs in Jabodetabek to pay more attention to elements such as places, services and products that can provide different experiences for consumers, unique, and in accordance with the image of consumers who are targeted, so that they can motivate customers to do sWOM. On the other hand, it is also recommended to optimize the role of opinion leaders in social media to promote through their influence in the digital world.
Co-Authors Andri Kurniawan Devi Kartika Fani Ahmad Fauzi Florensia Florensia Kurniawati Kurniawati