Jurnal Manajemen dan Pemasaran Jasa
Vol. 13 No. 2 (2020): September

The importance of customer trust toward ewom on customer behavior: The case of generation y in Indonesia

Elia Ardyan (Faculty of Management and Business, Universitas Ciputra Surabaya, Indonesia)
Christina Sudyasjayanti (Faculty of Management and Business, Universitas Ciputra Surabaya, Indonesia)

Article Info

Publish Date
31 Oct 2020

Abstract

This study determines the effects of customer trust towards eWOM on customer behavior. This study focuses on Generation Y in Indonesia. The samplesof this study are about 260 respondents who have used eWOM. This study uses structural equation modelling (SEM) to analyze data. The results of this study indicate that trust can mediate the customer experience toward eWOM on customer behavior. The attractiveness of eWOM itself strongly influences customer trust toward eWOM. Other results also show the critical role of customer trust towards eWOM indirectly improving customer behavior.

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Journal Info
Jurnal Manajemen dan Pemasaran Jasa
Website

Abbrev

jasa

Publisher

Universitas Trisakti

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen dan Pemasaran Jasa is a peer reviewed and open access journal published by Lembaga Penerbit Fakultas Ekonomi dan Bisnis (LPFEB). This journal receives an original research paper and review paper which suitable with focus and ...