Electronic Word of Mouth, Brand Image, Trust and Online Utilization Intention

Pandjaitan, Dorothy Rouly H.; Kosasi, Artaditya; Ambarwati, Dwi Asri Siti; Hadianto, Bram

doi:10.36941/ajis-2022-0057

Cited by 6 publications

(5 citation statements)

References 13 publications

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“…Limitations in the use of Facebook Ads and Instagram Ads need to be taken into consideration (Pandjaitan et al, 2022). Intense competition with competing brands on social media platforms and algorithm fluctuations are factors that can influence the organic reach of an advertisement (Munandiyal & Junaedi, 2022).…”

Section: Resultsmentioning

confidence: 99%

Digital marketing model on Hospitality business’s social media

Carla Puspita,

Prayudi,

Arief Sosiawan

2024

J. Commun.

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The increasing growth of hotels from year to year has resulted in increasingly tight competition in the hotel business in Yogyakarta. In order to win competitive business competition, Indoluxe Hotel Jogjakarta carries out digital marketing through social media in its promotional activities. Social media in the current digital era has no doubt about its existence and has an important role in building relationships between hotels and customers. The aim of this research is to find a digital marketing model on Indoluxe Hotel Jogjakarta social media. The method used in this research uses a qualitative approach by collecting data through interviews, documents and analysis on Indoluxe Hotel Jogjakarta social media. The object of this research is Indoluxe Hotel Jogjakarta's social media with the research subject being the sales & marketing department which manages Indoluxe Hotel Jogjakarta's social media. Overall, digital marketing on social media that has been carried out by Indoluxe Hotel Jogjakarta has implemented the right steps. This can be seen from the results of analysis and evaluation using Forrester's 5I model so that hotels can find out whether the social media they run has an impact on business or vice versa. The results of this research found a digital marketing model on Indoluxe Hotel Jogjakarta social media by dividing the model into three aspects, namely planning, action and involvement. Planning phase to build brand, product and service awareness. The action phase is the stage where the brand, in this case the Indoluxe Hotel Jogjakarta, can interact with customers. Lastly, namely engagement where Indoluxe Hotel Jogjakarta maintains relationships to create customer loyalty.

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Section: Resultsmentioning

confidence: 99%

Digital marketing model on Hospitality business’s social media

Carla Puspita,

Prayudi,

Arief Sosiawan

2024

J. Commun.

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“…One thing that producers need to consider when building a brand is the brand typology used to construct an image brand or brand image of a product by its vision and mission (Zimmerman & Blythe, 2018). The choice of brand typology to build a brand is influenced by the manufacturer's assumptions on three factors (Khairina & Saleh, 2021), namely the type of product or service itself to create a brand image to produce strong associations and symbolic images, how consumers choose and use the product (Miao, 2021), and the intensity of competition for the product itself, to see the concept of what can differentiate a manufacturer's products with other products through (Pandjaitan et al, 2022).…”

Section: Packaging As An Element Of Marketing Strategymentioning

confidence: 99%

Marketing strategy in "Bakpiapia Djogja" food product packaging design

Prathisara¹,

Masduki²

2023

J. Commun.

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Reviewing the role of packaging in today's snack products, the packaging function is not only to protect the existing products in it but to grow more broadly with the addition of functional values, among others is as a means of communication between producers and consumers, namely as communications media that describe or reflect the product, brand image, and also as part of the promotion with the consideration that the packaging is easy to see, understand, and remember. Bakpiapia Djogja, a bakpia product in Yogyakarta, has innovated different packaging designs from competitors to increase consumer awareness towards bakpia products from Bakpiapia Djogja. This makes Bakpiapia Djogja have creative and different image compared with other competitors. From the marketing aspect of Bakpiapia Djogja packaging design, try to be an integral part and place it precisely at the beginning of the marketing concept. Packaging Bakpiapia Djogja has been aimed at specific markets, namely young people and tourists. Bakpiapia Djogja emphasizes the visual aspect of packaging to give more value to consumer consideration.

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“…Electronic Word of Mouth (eWOM) dapat didefinisikan sebagai sebuah pernyataan yang ditulis oleh konsumen melalui internet yang ditujukan kepada banyak orang, baik berupa pernyataan positif maupun pernyataan negatif mengenai suatu produk [1]. EWOM yang beredar di berbagai jejaring sosial meliputi ulasan/review produk yang dimanfaatkan oleh konsumen untuk mengetahui informasi mengenai perusahaan dan merek [2]. Tingginya jumlah pengguna internet dalam kurun waktu terakhir memberikan potensi yang besar bagi perusahaan dalam kegiatan pemasaran terbaru melalui internet [3].…”

Section: Pendahuluanunclassified

Pengaruh Electronic Word of Mouth terhadap Sikap Merek dan Niat Beli Merek Pada Produk Uniqlo di Surakarta

Nurmahendra,

Setyawan

2023

INFEB

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The aim of this research is to expand the eWOM literature that still exists on various social networks. This research takes TikTok as an online networking tool which aims to test the influence of social eWOM on brand attitudes and purchase intentions. Positive social electronic word of mouth (eWOM) on brand attitudes and brand purchase intentions, the type of research used is quantitative research. The cross-sectional method was used to test the research model involving consumers of Uniqlo products in urban areas. The results of this research are that Social E-WOM has a significant positive influence on Brand Attitude so that the first hypothesis is accepted. This is because the t-statistic value is 5.669>1.96 and the p-value is 0.000<0.05. Social E-WOM is word of mouth marketing between consumers via social media. Social E-WOM has a positive and significant influence on Purchase Intention so that the second hypothesis is accepted. This is because the t-statistic value is 3.464>1.96 and the p-value is 0.001<0.05. This is because the t-statistic value is 7.003>1.96 and the p-value is 0.000<0.05. Purchase intention is a consumer's desire to buy a product or service. Meanwhile, consumer attitudes towards brands are how consumers view the product. If consumers view the brand as good, then consumers will have the intention to buy the product. So consumers' purchasing intentions will also arise from responding to the product.

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Electronic Word of Mouth, Brand Image, Trust and Online Utilization Intention

Cited by 6 publications

References 13 publications

Digital marketing model on Hospitality business’s social media

Digital marketing model on Hospitality business’s social media

Marketing strategy in "Bakpiapia Djogja" food product packaging design

Pengaruh Electronic Word of Mouth terhadap Sikap Merek dan Niat Beli Merek Pada Produk Uniqlo di Surakarta

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