[Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth
(eWOM) positif terhadap dimensi kredibilitas dan dimensi kepuasan performa
kepercayaan konsumen Transjakarta™ yang kepuasannya pada saat ini rendah.
Penelitian ini adalah penelitian field experiment dengan desain nonequivalent
control group (dengan dan tanpa manipulasi eWOM) pretest-posttest. Partisipan
adalah orang yang pernah menggunakan Transjakarta™ dan memiliki akun media
sosial LINE™. Partisipan (n=85) dibagi menjadi dua kelompok dalam grup
LINE™, yaitu kelompok eksperimen (KE) dan kelompok kontrol (KK). Penelitian
dilakukan dengan memaparkan screen capture eWOM sebanyak delapan buah
selama empat hari kepada kelompok eksperimen melalui LINE™. Hasil
penelitian menunjukkan bahwa eWOM mempengaruhi dimensi kredibilitas
dengan t(44) = 4,211, p < 0,01, r2 = 0,480 dan dimensi kepuasan performa dengan
t(44) = 3,766, p < 0,01, r2 = 0,329 pada kepercayaan konsumen. Selain itu
peningkatan skor rata-rata dimensi kredibilitas kepercayaan konsumen pada
kelompok eksperimen secara signifikan lebih tinggi dibandingkan dengan
kelompok kontrol dengan t(82,112) = 1,962, p < 0,05, d = 2,425. Namun
peningkatan skor rata-rata dimensi kepuasan performa pada kelompok eksperimen
tidak secara signifikan lebih tinggi dengan kelompok kontrol dengan t(76,051) =
1,323, p > 0,05, d = 1,372. Dengan demikian, pengelola Transjakarta™ dapat
meningkatkan kepercayaan konsumennya dengan pemberian eWOM positif.;The objective of this study is to determine the effect of positive electronic word of
mouth on credibility and performance satisfaction dimensions of brand trust on
Transjakarta’s consumer who has low consumer satisfaction. This study was a
field experimental with nonequivalent control group (with or without eWOM
manipulation) pretest-posttest design. Participants are the people who had
experience using Transjakarta™ and use LINE™ social media. Participants
(n=85) divided into two groups on LINE™, that are experiment group (n=45) and
control group (n=40). The study conducted by giving eight screen capture of
eWOM for four days to experiment group through LINE™. The results showed
that eWOM affected credibility dimension with t (44) = 4,211, p < 0,01, r2 =
0.480 and performance satisfaction dimension with t (44) = 3,766, p < 0,01, r2 =
0,329. Further results showed that enhancement mean score of credibility
dimension on experiment group was significantly higher than control group with
t(82,112) = 1,962, p < 0,05, d = 2,425. But enhancement mean score of
performance satisfaction dimension on experiment group was not significantly
higher than control group with t(76,051) = 1,323, p > 0,05, d = 1,372. Therefore,
Transjakarta™ company can enhance brand trust of its consumer by giving
positive eWOM., The objective of this study is to determine the effect of positive electronic word of
mouth on credibility and performance satisfaction dimensions of brand trust on
Transjakarta’s consumer who has low consumer satisfaction. This study was a
field experimental with nonequivalent control group (with or without eWOM
manipulation) pretest-posttest design. Participants are the people who had
experience using Transjakarta™ and use LINE™ social media. Participants
(n=85) divided into two groups on LINE™, that are experiment group (n=45) and
control group (n=40). The study conducted by giving eight screen capture of
eWOM for four days to experiment group through LINE™. The results showed
that eWOM affected credibility dimension with t (44) = 4,211, p < 0,01, r2 =
0.480 and performance satisfaction dimension with t (44) = 3,766, p < 0,01, r2 =
0,329. Further results showed that enhancement mean score of credibility
dimension on experiment group was significantly higher than control group with
t(82,112) = 1,962, p < 0,05, d = 2,425. But enhancement mean score of
performance satisfaction dimension on experiment group was not significantly
higher than control group with t(76,051) = 1,323, p > 0,05, d = 1,372. Therefore,
Transjakarta™ company can enhance brand trust of its consumer by giving
positive eWOM.]
S58986-Hilma Rasyidi Lukman.pdf :: Unduh