Kegagalan Layanan Negatif Electronic Word of Mouth dan Conventional Word of Mouth

Shalin, Nurul (2019) Kegagalan Layanan Negatif Electronic Word of Mouth dan Conventional Word of Mouth. Jurnal thesis, STIE YKPN.

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Word of mouth becomes a channel for marketers to carry out marketing strategies, in addition to being a channel for marketers, word of mouth also becomes a channel for consumers to submit complaints about the services received. The rapid development of technology makes word of mouth originally conveyed by consumers directly develop into EWOM, where through this channel consumers can submit their complaints through social media and information provided by consumers can be reached by all people in each country. This study aims to determine whether Electronic Word of Mouth is still running in conjunction with Conventional Word of Mouth and which has the largest contribution. Researchers used an online questionnaire survey using purposive sampling and millennial generation as respondents, so the final sample obtained was 239 questionnaires. This finding shows there is a correlation between all variables. Conventional Word of Mouth is still a channel for consumers to spread negative reviews on services and have a greater contribution than the spread of reviews using Electronic Word of Mouth.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number SHA k 437/2019
Uncontrolled Keywords: CWOM, online consumer behavior, EWOM, neuroticism, big five personality, millennial generation
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 22 Oct 2019 05:52
Last Modified: 22 Oct 2019 05:52

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