Impact of electronic word-of-mouth communication on building brand equity: an Indonesian perspective

Ms, Mahrinasari; Marquette, Christopher J.; Bangsawan, Satria

doi:10.1504/jgba.2017.10009920

Cited by 6 publications

(4 citation statements)

References 58 publications

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“…It works as a great medium to gather information and feedback on products and services from users. But most challenging part is to derive useful conclusions and results from the content (Agarwal et al, 2011;Saif et al, 2012;Becker and Nobre, 2013;Ravi and Ravi, 2015;Mahrinasari et al, 2017).…”

Section: Social Media Analyticsmentioning

confidence: 99%

Twitter analysis of founders of top 25 Indian startups

Sindhani

Parameswar

Dhir

et al. 2019

JGBA

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With the recent growth in social media dominance over the internet, many people have turned to these media to share their personal views, express their opinions and interact socially. This paper examines the social media content of Indian Chief Executive Officers who are the founders or co-founders of the top 25 Indian startups. The active involvement of Chief Executive Officers in social media influences the business effectiveness, performance and market legitimacy of the business. Social media has now become a crucial strategic tool from creating a buzz among businesses to engaging public in a new direction of thoughts. The paper has taken into consideration about 165,987 tweets from the top startups and their cofounders. The tools used for tweets extraction and analysis are Anaconda Navigator and TIBCO Spotfire. The tweets seem to cover various aspects of emotions ranging from business sector to personal feelings, political views and societal concerns.

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Section: Social Media Analyticsmentioning

confidence: 99%

Twitter analysis of founders of top 25 Indian startups

Sindhani

Parameswar

Dhir

et al. 2019

JGBA

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“…COO digunakan oleh konsumen sebagai sinyal kualitas dan keaslian produk. Dasar pengukuran country of origin menurut Yasin et al, ( 2007), Sari et al, (2017), dan Mahrinasari et al, (2017) yaitu: (1) inovasi negara dalam produksi, (2) tingkat kemajuan teknologi negara asal merek, (3) desain produksi asal negara, (4) kreativitas dalam produksi, (5) kualitas produksi, (6) prestise atau kemewahan yang dimiliki negara asal merek, dan (7) citra asal negara sebagai negara maju. Berdasarkan hasil penelitian yang dilakukan oleh Tati et al, (2015); Dinata (2015); Shirin dan Kambiz (2011) Country of Origin secara signifikan memiliki pengaruh positif terhadap niat beli, namun pada penelitian Putra et al (2014) tidak berpengaruh positif terhadap niat pembelian.…”

Section: Negara Asal / Country Of Originunclassified

“…), Kusuma dan Untarini, (2014), sertaBamber et al, (2012) menyatakan bahwa terdapat hubungan positif antara product knowledge dengan purchase intention atau niat beli konsumen Pada variabel country of origin (X3) menurutTati et al (2015) country of origin (COO) atau negara asal merupakan informasi (extrinsic cue) yang sering digunakan oleh konsumen ketika mengevaluasi suatu produk Mahrinasari et al, (2017). menyatakan bahwa negara asal suatu produk dapat berpengaruh pada pendapat konsumen tentang produk.…”

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Peran Kredibilitas Influencer, Pengetahuan Produk, Dan Negara Asal Pada Niat Beli Smartphone Oppo A9 2020

Prayoga

Artanti

2021

JMIEB

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Di era saat ini, perkembangan zaman dan mobilitas manusia yang semakin tinggi, teknologi komunikasi pada media sosial juga berkembang terutama mengenai smartphone. Smartphone Oppo A9 2020 yang dirilis di Indonesia pada September 2019. Diposisikan sebagai kelas menengah atas, harga terjangkau, tetapi dengan spesifikasi kamera dan internal memuaskan, Oppo A9 2020 mengusung chipset Snapdragon 665 sebagai 'otak' utamanya. Jenis dan ukuran layar: IPS 6,5 inci, namun terdapat smartphone Realme 5 pro yang menjadi rival Oppo A9 2020 di mana merek Oppo merupakan merek smartphone yang lebih dulu hadir dan unggul daripada merek smartphone Realme, namun smartphone Realme lebih menarik niat konsumennya di Indonesia. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh influencer credibility, product knowledge, dan country of origin terhadap purchase intention calon pembeli smartphone Oppo A9 2020. Pengolahan data pada penelitian ini menggunakan regresi linier berganda dengan teknik nonprobability sampling dan metode yang digunakan adalah judgmental sampling pada sampel berjumlah 200 responden melalui media sosial. Penelitian ini menunjukkan hasil dari pengaruh kredibilitas influencer, pengetahuan produk serta asal negara memiliki pengaruh positif yang signifikan terhadap niat beli pada produk smartphone Oppo A9 2020. In the current era, the times and the increasingly high mobility of people, communication technology on social media is also developing, especially regarding smartphones. Oppo A9 2020 smartphone released in Indonesia in September 2019. Positioned as an upper middle class, affordable prices, but with satisfying camera and internal specifications, the Oppo A9 2020 carries the Snapdragon 665 chipset as its main 'brain'. Screen type and size: IPS 6.5 inches, but there is a Realme 5 pro smartphone that rivals the Oppo A9 2020 where the Oppo brand is a smartphone brand that is first present and superior to the Realme smartphone brand, but the Realme smartphone is more attractive to consumers in Indonesia. . This study aims to analyze and discuss the influence of influencer credibility, product knowledge, and country of origin on the purchase intention of prospective smartphone buyers for the Oppo A9 2020. Data processing in this study uses multiple linear regression with nonprobability sampling techniques and the method used is judgmental sampling on the sample totaling 200 respondents through social media. This study shows the results of the influence of influencer's credibility, product knowledge and country of origin have a significant positive effect on purchase intentions on the Oppo A9 2020 smartphone product.

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“…Previous studies (Dichter, 1966;Hennig-Thurau et al, 2004;Mahrinasari et al, 2017) show that eWOM in the restaurant industry is positively affected by the consumers' restaurant experience as measured by the consumer restaurant experience (CREp) metric. The CREp metric is a composite measure of a consumer's dining experience, including the quality of food, service and atmosphere.…”

Section: Introductionmentioning

confidence: 99%

Consumer restaurant experience, electronic word of mouth and purchase intention in the Indonesian restaurant industry

Bangsawan

Marquette

2017

JGBA

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The objective of this study is to analyse the effect that consumer restaurant experience (CREp) dimensions have on electronic word of mouth (eWOM) motivations of consumers in the Indonesian restaurant industry. The study investigates which factors of the restaurant experience have the greatest effect on eWOM and whether or not eWOM is related to purchase intentions of the diners who engage in it. Survey responses from 323 diners who had engaged in eWOM were analysed to determine the relations of these variables. Results indicate that food quality and atmosphere have a significant positive effect on eWOM but service does not. Further investigation indicates that none of the individual components of food quality or atmosphere, in particular, drives the results. Results also show that eWOM is not significantly related to purchase intentions among the respondents.

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Impact of electronic word-of-mouth communication on building brand equity: an Indonesian perspective

Cited by 6 publications

References 58 publications

Twitter analysis of founders of top 25 Indian startups

Twitter analysis of founders of top 25 Indian startups

Peran Kredibilitas Influencer, Pengetahuan Produk, Dan Negara Asal Pada Niat Beli Smartphone Oppo A9 2020

Consumer restaurant experience, electronic word of mouth and purchase intention in the Indonesian restaurant industry

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