[ABSTRAK
Tujuan dari penelitian ini untuk melihat pengaruh variasi elemen dan melihatperbedaan pengaruh variasi elemen electronic word-of-mouth positif berupa teksdan gambar-teks terhadap sikap merek pada mengguna bus TransJakarta. Tipepenelitian ini adalah field experiment dengan desain randomized between-subjectdesign (pretest & posttest). Terdapat dua kelompok eksperimen yaitu kelompokvariasi elemen teks dan gambar-teks. Partisipan (n = 89) adalah pengguna busTransJakarta yang memiliki aplikasi LINE. Penelitian dilakukan denganmemberikan 28 electronic word-of-mouth positif selama 7 hari melalui grupLINE. Alat ukur sikap merek sudah diadaptasi dari Wu dan Wang (2011). Hasilpenelitian menunjukkan bahwa variasi elemen electronic word-of-mouth positifsecara signifikan mempengaruhi sikap merek pada pengguna bus TransJakartadengan nilai (t(88) = 2.930, p < 0.05). selain itu, variasi elemen electronic wordof-mouth tidak berbeda secara signifikan berpengaruh terhadap sikap merek padapengguna bus TransJakarta dengan nilai (t(87) = 1.679, p > 0.05).ABSTRACT
The purpose of this study was to examine the effect of positive electronic wordof-mouth element variation that are text and text-with-picture towardsTransJakarta bus users? brand attitude. This study was field experiment study withrandomized between-subject design (pretest & posttest). The participants (n=89)of this study were a TransJakarta user that used TransJakarta at least four days in aweek. Researcher divided the participants into two experiment groups, text-onlypositive electronic word-of-mouth and text-with-picture positive electronic wordof-mouth. The research was done by giving 28 electronic word-of-mouths for 7days. The brand attitude was measured by using Wu and Wang (2011) brandattitude scale. The findings showed that electronic word-of-mouth elementvariation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). Theother findings suggest that there was no significant differences of the effects ofelectronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p >0.05).;The purpose of this study was to examine the effect of positive electronic wordof-mouth element variation that are text and text-with-picture towardsTransJakarta bus users? brand attitude. This study was field experiment study withrandomized between-subject design (pretest & posttest). The participants (n=89)of this study were a TransJakarta user that used TransJakarta at least four days in aweek. Researcher divided the participants into two experiment groups, text-onlypositive electronic word-of-mouth and text-with-picture positive electronic wordof-mouth. The research was done by giving 28 electronic word-of-mouths for 7days. The brand attitude was measured by using Wu and Wang (2011) brandattitude scale. The findings showed that electronic word-of-mouth elementvariation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). Theother findings suggest that there was no significant differences of the effects ofelectronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p >0.05).;The purpose of this study was to examine the effect of positive electronic wordof-mouth element variation that are text and text-with-picture towardsTransJakarta bus users? brand attitude. This study was field experiment study withrandomized between-subject design (pretest & posttest). The participants (n=89)of this study were a TransJakarta user that used TransJakarta at least four days in aweek. Researcher divided the participants into two experiment groups, text-onlypositive electronic word-of-mouth and text-with-picture positive electronic wordof-mouth. The research was done by giving 28 electronic word-of-mouths for 7days. The brand attitude was measured by using Wu and Wang (2011) brandattitude scale. The findings showed that electronic word-of-mouth elementvariation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). Theother findings suggest that there was no significant differences of the effects ofelectronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p >0.05)., The purpose of this study was to examine the effect of positive electronic wordof-mouth element variation that are text and text-with-picture towardsTransJakarta bus users’ brand attitude. This study was field experiment study withrandomized between-subject design (pretest & posttest). The participants (n=89)of this study were a TransJakarta user that used TransJakarta at least four days in aweek. Researcher divided the participants into two experiment groups, text-onlypositive electronic word-of-mouth and text-with-picture positive electronic wordof-mouth. The research was done by giving 28 electronic word-of-mouths for 7days. The brand attitude was measured by using Wu and Wang (2011) brandattitude scale. The findings showed that electronic word-of-mouth elementvariation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). Theother findings suggest that there was no significant differences of the effects ofelectronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p >0.05).]