Pengaruh Self-Relevant Value dan Cafe-Relevant Value Terhadap Electronic Word-Of-Mouth

Indra Wicaksono Sugianto, Luki Adiati Pratomo

Abstract


Purpose The aim  of this research is to ascertain  the existence of self-relevant value and cafe-relevant value to electonic word-of-mouth.

Design/Methodology/Approach: The primary data in this study obtained from distributing questionnaires using purposive sampling techniques. The data used are 210 respondents with criteria at least 17 years and until more than 45 years and have bought coffee shop such as Starbucks Coffee, Excelso, Coffee Bean and Maxx Coffee. Dependent variable in this research is electonic word-of-mouth, while the independent variables are self-relevant value (reflected appraisal of self, conspicuous value, self and image congruency) and cafe-relevant value (cafe quality and price fainess).The Quantitative methodology was used in this study. Data quality has passed reliability and validity

Findings:The results showed a positive influence between reflected appraisal of self, self image congruency and cafe quality of cafes toward the electric keyword from word of mouth, while on the conspicuous value and price fairness of does not affect the electronic word-of-mouth. There are several managerial implications that can influence consumers to deliver eWOM by taking more attention to self-relevant value and cafe-relevant value.

 

Abstrak

 

Tujuan –Tujuan dari penelitian ini adalah untuk menentukan adanya nilai yang relevan dengan diri sendiri dan nilai yang relevan dengan kafe untuk kata-kata pilihan elektronik.

Desain / Metodologi / Pendekatan: Penelitian ini menggunakan sumber data primer yang diperoleh secara langsung dengan mendistribusikan kuesioner menggunakan teknik purposive sampling. Data yang digunakan adalah 210 responden dengan kriteria minimal 17 tahun dan hingga lebih dari 45 tahun dan telah membeli kedai kopi seperti Starbucks Coffee, Excelso, Coffee Bean dan Maxx Coffee. Variabel dependen dalam penelitian ini adalah electonic word-of-mouth, sedangkan variabel independennya adalah nilai self-relevan (mencerminkan penilaian diri, nilai mencolok, kongruensi diri dan citra) dan nilai relevan-kafe (kualitas kafe dan harga tidak mahal). Metodologi kuantitatif digunakan dalam penelitian ini. Kualitas data telah melampaui keandalan dan validitas

Temuan: Hasil penelitian menunjukkan pengaruh positif antara penilaian tercermin diri, kongruensi citra diri dan kualitas kafe kafe terhadap kata kunci listrik dari mulut ke mulut, sedangkan pada nilai yang mencolok dan keadilan harga tidak mempengaruhi kata elektronik dari mulut ke mulut. . Ada beberapa implikasi manajerial yang dapat mempengaruhi konsumen untuk memberikan eWOM dengan lebih memperhatikan nilai yang relevan dengan diri sendiri dan nilai yang relevan dengan kafe.


Keywords


reflected appraisal of self, conspicuous value, self image congruency, cafe quality, price fainess, electonic word-of-mouth.

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DOI: http://dx.doi.org/10.25105/mrbm.v18i1.4990

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