Pengaruh Negatif E-Worm Terhadap Kepercayaan Merek Telkomsel Flash

Penulis

  • Hanindyta Khansa Kumaralalita Universitas Telkom Bandung
  • Rah Utami Nugrahani Universitas Telkom Bandung

DOI:

https://doi.org/10.21111/ettisal.v2i2.1505

Kata Kunci:

Negatif e-Wom, Kepercayaan Merek, Telkomsel Flash, Ruang diskusi online Kaskus

Abstrak

Negatif e-Wom secara signifikan mempengaruhi kepercayaan emosional. Secara khusus, jika konsumen potensial terkena forum onlinedengan semua ulasan konsumen negatif, kepercayaan emosional mereka terhadap perusahaan tersebut dan keinginan mereka untuk membeli produk itu  akan  jauh  lebih  rendah.  Sehingga  penelitian  ini  ingin  mengetahui  pengaruh  negatif e-wom pada  media  sosial  terhadap  kepercayaan  merek  (pada  studi  kasus  ruang  diskusi onlinekaskus indonesia).  Penelitian  ini  menggunakan  pendekatan  kuantitatif.  Sampel  diambil  sebanyak  200 responden dengan teknik non-probability sampling. Hasil penelitian menunjukkan bahwa negatif e-Wom memberikan  pengaruh  negatif  terhadap  kepercayaan  merek  (semakin  tinggi  atau  kuat negatif e-Wom, maka semakin menurun kepercayaan merek). Dimana negatif e-Wommemberikan pengaruh sebesar 41,1% terhadap kepercayaan merek bagi pelanggan Telkomsel Flashdi ruang diskusi onlinekaskus, sedangkan sisanya sebesar 58,9% oleh variabel lainnya yang tidak diteliti. Implikasi  manajerial,  disarankan  pihak  Telkomsel Flash harus  terus  memperhatikan  perihal yang dapat mendorong negatif e-Wom. Mengingat hasil dari penelitian ini menyebutkan bahwa negatif e-Womdapat mempengaruhi suatu kepercayaan pelanggan. Konsumen dapat berkurang kepercayaannya jika mereka mendapatkan negatif e-Womtentang produk mereka. Maka dari itu Telkomsel Flashharus lebih memperhatikan lagi adanya negatif e-Womterkait produk Telkomsel Flash.AbstractNegatif e-Wom significantly affect emotional belief. In particular, if a potential slide exposed online forums with a negative slide reviews, trust their emotional on these companies and their desire to buy products that would be much lower. So this research would like to know how the negative e-Wom on  social media on the trust brand (case study discussion online kaskus Indonesia). This research uses a quantitative approach. Samples taken as many as 200 respondents with non-probability sampling techniques. The results showed that the negative e-Wom give negative influences on trust brand (the higher the strong negative e-Wom, then declining trust brand). The only negative is the e-Wom influence of 41.1% on trust brand for customers Telkomsel Flash in the online discussion spaces kaskus, while the rest of 58.9% by other variables which are not examined. Managerial implications, advised Parties Telkomsel Flash should continue to pay attention to a matter that can push the negative e-Wom. Given the results of this research mentioned that negative e-Wom can affect a customer's trust. Skating can diminish his confidence if they get negative e-Wom about their products. Thus, Telkomsel Flash should pay more attention to the existence of more e-Wom Telkomsel Flash related products. 

Referensi

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Skripsi :

Anggitasari, Annisa Mayga. 2016. Pengaruh Ewom Terhadap Brand Image Dan Brand Trust, Serta Dampaknya Pada Minat Beli Produk Smartphone Iphone (Studi Pada Masyarakat Di Yogyakarta). Yogyakarta: tidak diterbitkan

Mardiah. 2012. Pengaruh Negative Word Of Mouth Terhadap Brand Image Telkomsel Flash (Studi Pada Pengguna Telkomsel Flash Di Kota Bandung). Bandung: tidak diterbitkan

Rizky, Rifa. 2012. Pengaruh Penggunaan Media Sosial Oleh Indosat Mentari Terhadap Brand Trust Indosat Mentari (Studi Kasus Media Sosial Berbasis Brand Community Indosat Mentari). Bandung: tidak diterbitkan

Jurnal :

Allsop, Dee T., Bassett, Bryce R., Hoskins, James A. (2007). Word of Mouth Research: Principles and Applications. Journal of Advertising Research, December, 398-411.

Awad, Neveen F dan Arik Ragowsky. 2008. Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination

Goyette, I., Richard, L., Bergeron, J. dan Marticotte, F. 2010. e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Journal of Administrative Sciences, 27 pp. 5-23

Jalilvand, Mohammad Reza. 2011. The effect of electronic word of mouth on brand image and purchase intention An empirical study in the automobile industry in Iran. University of Isfahan, Isfahan, Iran

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Diterbitkan

2017-12-01

Terbitan

Vol 2 No 2 (2017): ETTISAL Journal of Communication

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