The Effect of E-WOM on Social Media Instagram  Toward The Decision To Visit Labuan Bajo

Yudhistira, Putu Gde Arie

doi:10.22334/jbhost.v4i2.117

Cited by 5 publications

(4 citation statements)

References 3 publications

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“…sWOM is any visual or textual posting about a company or product offering independently created by consumers, companies, or created by consumers who work with companies and shared publicly on personal social media accounts (Wood & Muñoz, 2017). Before buying a product or customer service, the customer will directly see reviews of other people's experiences who purchased the product (Yudhistira, 2018). This research is also supported by Bu et al (2020), which show that digital content marketing affects electronic word of mouth in the food industry.…”

Section: Digital Content Marketing Towards Social Word Of Mouthmentioning

confidence: 64%

Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth

Dewi

Yudhistira²,

Agustina³

2022

JMTT

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Objective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests. Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti Beach tourist attractions. The data collection technique uses a questionnaire. This research uses SmartPLS 4 to test the validity, reliability, and various tests. Findings: As a result of the study, it is found that digital content marketing has a positive effect on visiting interest, digital content marketing has a positive effect on social word of mouth, social word of mouth has a positive effect on visiting interest, and social word of mouth mediates digital content marketing on visiting interest. Originality: The development of digitalization has led to new ways for tourists to look for references through social word of mouth on social media. This research topic becomes very important for marketers considering that the application of content marketing strategies presents social word of mouth on social media. This is important, especially for a tourist attraction, to generate interest in visiting. Practical/Policy implication: Identification of social word of mouth on social media can be used as a benchmark in mediating digital content marketing and visiting interest. The results of this study have implications for the tourist attraction of Melasti Beach to create interesting content.

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Section: Digital Content Marketing Towards Social Word Of Mouthmentioning

confidence: 64%

Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth

Dewi

Yudhistira²,

Agustina³

2022

JMTT

Self Cite

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“…eWOM is a service promotion tool aimed at influencing someone's decision to visit. The results of the study (Yudhistira, 2018) show that eWOM on Instagram social media and the decision to visit have a strong relationship. This research is supported by other researchers (Susilawati, 2017) who state that eWOM positively and significantly influences visitors' decisions to visit Sindu Kusuma Park.…”

Section: Hypothesis Testing Resultsmentioning

confidence: 87%

Social Media in City Branding Strategic: Empirical study in Solo City, Indonesia

Indriani

2024

IJSSHR

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The trend of tourist visits in Indonesia after Covid-19 has increased more than the period before Covid-19, despite being under intense competitive pressure. This competitive pressure drives the trend of city branding integrating with digital-based marketing communications to increase city attractiveness. This study is to explore how social media promotion and electronic word-of-mouth (e-wom) play a mediating role in city branding on tourists' decisions to visit and city image. This investigation was carried out with a quantitative methodology. Data was gathered via an online survey intended for Solo visitors. Purposive sampling was used to select 100 respondents to participate in this study. Data were analyzed using Smart PLS 4.0. The results showed that city branding directly affects city image and visiting decisions, but city image has an insignificant influence on visiting decisions. Visitor decisions and city branding can be influenced indirectly by social media promotion and e-wom. E-wom's indirect effect can mediate the impact of a city's image on visit decisions. The research findings that city branding - social media promotion - city image - e-wom - visiting decisions are in one indirect effect path.

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“…Furthermore, social media enables everybody to access shops and restrooms within every time limit via electronic apparatus such as a computer, smartphones, etc. (Yudhistira, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Digital Marketing Communication: A Case Study of Covid-19 Purchasing Decision Related to Social Media and E-Wom

Murtiasih

Pratiwi

Masodah

et al. 2023

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The COVID-19 pandemic that occurred all across the globe affected the economy. The firm is responsible for promotions, and clients use different types of technology to make purchases. Digital marketing employs social media to promote a product using electronic communication tools, which assist customers in making better-educated buying choices and persuade them to purchase a product or service. This study used purposeful sampling to acquire data, and the sample size was computed using answers from 441 participants who completed online surveys. Participants must be at least 20 years old and active purchasers in the retail internet industry. The suggestion indicates that customers may obtain a product or service via social media or e-WOM. Our SEM-based analysis revealed conformity with the value CFI is 0.954, the value RFI is 0.918, the value NFI is 0.931, and the value RMSEA is 0.066. Consequently, advertising using digital marketing on social media during the COVID-19 epidemic has substantially influenced consumers' purchasing decisions.

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The Effect of E-WOM on Social Media Instagram Toward The Decision To Visit Labuan Bajo

Cited by 5 publications

References 3 publications

Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth

Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth

Social Media in City Branding Strategic: Empirical study in Solo City, Indonesia

Digital Marketing Communication: A Case Study of Covid-19 Purchasing Decision Related to Social Media and E-Wom

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