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Abstrak

Studi ini fokus pada dampak eWOM (elektronik dari mulut ke mulut) pada kedatangan wisatawan di 5 negara ASEAN, yang terdiri dari Indonesia, Malaysia, Thailand, Singapura, dan Vietnam. eWOM atau elektronik dari mulut ke mulut adalah persepsi kolektif orang sebagai akibat dari pengaruh orang lain di internet. Untuk mendapatkan hasilnya, ulasan tentang tempat-tempat wisata ASEAN 5 dari 34 negara dan 1 wilayah diambil dari Tripadvisor. Data yang diekstraksi kemudian dianalisis menggunakan metode analisis sentimen, di mana skor berkisar dari -1 (persepsi negatif) hingga +1 (persepsi positif). Dalam hal skor persepsi rata-rata, Singapura memimpin dengan +0,64366337, diikuti oleh Malaysia, Indonesia, Thailand, dan Vietnam. Menggunakan model gravitasi yang dimodifikasi dengan kedatangan wisatawan sebagai variabel dependen dan estimasi FGLS, ditunjukkan bahwa eWOM memiliki dampak signifikan terhadap kedatangan wisatawan. Selain itu, hasilnya juga menunjukkan ada hubungan yang saling melengkapi (komplementer) antara persepsi masing-masing negara ASEAN 5 dan persepsi rata-rata negara tetangganya. Penelitian ini menunjukkan pentingnya data tidak terstruktur dari internet untuk memecahkan masalah kehidupan nyata dan pemasaran digital dalam hal pariwisata untuk kasus pariwisata di ASEAN 5.

 

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Abstract

This study focus on the impact of eWOM (electronic word-of-mouth) on tourist arrival in ASEAN 5 countries, which consist of Indonesia, Malaysia, Thailand, Singapore, and Vietnam. eWOM or electronic word-of-mouth is a collective perception of people as a result of the influence of other people’s on the internet. To obtain the result, reviews of ASEAN 5’s tourist attractions from 34 countries and 1 region are scraped from Tripadvisor. The extracted data then analyzed using the sentiment analysis method, where the score range from -1 (negative perception) to +1 (positive perception). In terms of average perception score, Singapore led with +0,64366337, followed by Malaysia, Indonesia, Thailand, and Vietnam. Using a modified gravity model with tourist arrival as a dependent variable and FGLS estimation, it is shown that eWOM has a significant impact on tourist arrival. Additionally, the result also shows there is a complementary relationship between the perception of each ASEAN 5 countries and the average perception of its neighboring country. This research suggests the importance of unstructured data from the internet to solve real-life problems and digital marketing in terms of tourism for the case of tourism in ASEAN 5.

 

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"Internet merupakan salah satu sumber informasi yang penting bagi turis yang hendak mengambil keputusan wisata. Komunikasi electronic word-of-mouth dari para turis yang pernah berwisata di suatu destinasi dapat menjadi sarana promosi bagi destinasi wisata tersebut. Hal itu pun berlaku dalam konteks pariwisata halal. Pariwisata halal dibangun atas dasar nilai-nilai Islami. Turis muslim yang menjadi sasaran dalam pasar tersebut adalah turis yang mempertimbangkan nilai-nilai agama dalam perilaku dan kehidupan sehari-hari mereka. Penelitian ini menganalisis pengaruh religiositas, persepsi nilai, dan kepuasan destinasi turis muslim terhadap electronic word-of-mouth. Persepsi nilai turis muslim terhadap destinasi wisata halal diukur dengan beberapa variabel turunan, yaitu kualitas dan harga dari dimensi nilai kognitif, emosional dan sosial dari dimensi nilai afektif, pengalaman baru dan pengalaman berbeda dari dimensi nilai epistemik, keamanan dan lokasi dari dimensi nilai kondisional, atribut fisik dan atribut nonfisik dari dimensi nilai Islami. Data dikumpulkan dari turis muslim Indonesia yang pernah berkunjung ke destinasi wisata halal Lombok melalui survei online dan dianalisis dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan hanya nilai sosial dari persepsi nilai afektif yang memiliki pengaruh signifikan terhadap electronic word-of-mouth. Hal tersebut menandakan turis muslim melakukan komunikasi electronic-word-mouth jika mereka merasa lingkungan sosial mereka memiliki persepsi yang baik terhadap destinasi wisata halal dan terhadap turis yang berkunjung ke destinasi tersebut

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The Internet is one of the important information sources for tourists when they are making travel decisions. Electronic word-of-mouth communication from tourists that have visited a destination can be used as a promotional media for that destination. It can also be applied in the context of halal tourism. Halal tourism is built based on Islamic values. Muslim tourists who are the target of that market are tourists who considering Islamic values in their daily life and behaviors. This study analyzes the effect of Muslim tourists’ religiosity, perceived value, and destination satisfaction on electronic word-of-mouth. Muslim tourists’ perceived value towards halal tourism destination is measured using several variables, i.e., quality and price from cognitive value dimension, emotional and social from affective value dimension, different experience and novelty from epistemic value dimension, safety and location from conditional value dimension, and physical attributes and nonphysical attributes from Islamic value dimension. The data for this study were collected from Indonesian Muslim tourists that have visited halal tourism destination in Lombok via online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The result shows that only social value from perceived affective value dimension has a significant effect on electronic word-of-mouth. It means that Muslim tourists will do electronic word-of-mouth communication if they feel their social environment have good perception towards halal tourism destination and towards tourists that visited that destination"

"Adanya perkembangan internet yang cepat menggeserkan paradigma e-commerce menjadi social commerce (s-commerce). Salah satu platform s-commerce yang sedang marak di Indonesia adalah TikTok. Media sosial ini menawarkan penggunanya untuk melihat informasi yang tersebar pada for you page, berkomunikasi dengan satu sama lain, hingga memperbolehkan penggunanya untuk secara bebas membagikan pendapat dan informasi hingga bertransaksi terkait produk atau jasa (eWOM). Tujuan dari penelitian ini adalah untuk meneliti pengaruh dari eWOM kepada niat pembelian konsumen sehingga dapat menjadi masukan untuk s-commerce dalam mengembangkan strategi yang lebih baik untuk mendorong keterlibatan eWOM di antara pengguna s-commerce. Penelitian ini didasarkan pada teori dari Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA), dan Social Support Theory (SST) yang diolah menggunakan Partial Least Square-Structural Equation Modelling (PLS-SEM) dengan menggunakan data kuesioner dari 228 responden. Hasil dari penelitian ini membuktikan bahwa information credibility, social support, innovativeness, website quality, dan attitude towards eWOM adalah faktor penentu eWOM Engagement di s-commerce TikTok yang kemudian Attitude towards eWOM serta eWOM Engagement mempengaruhi purchase intention pada s-commerce TikTok.

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The rapid growth of the internet has shifted the e-commerce paradigm to social commerce (s-commerce). One of the most popular s-commerce platforms in Indonesia is TikTok. This social media offers its users to view the information spread on the for you page, communicate with each other, to allow users to freely share opinions and information to transact related to products or services (eWOM). This study aimed to examine the impact of information circulating on TikTok in the form of eWOM on consumer purchase intentions. This study is based on the theory of the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA), and Social Support Theory (SST) which were processed using Partial Least Square-Structural Equation Modeling (PLS-SEM) using questionnaire data from 228 respondents. The results of this study prove that information credibility, social support, innovativeness, website quality, and attitude towards eWOM are the determinants of eWOM involvement in TikTok s-commerce then Attitude towards eWOM and eWOM Engagement affect consumer purchase intentions in TikTok s-commerce."

"[Jumlah restoran yang meningkat menyebabkan pergeseran tren, yaitu semakin banyaknya orang yang lebih memilih makan di restoran, khususnya restoran bertipe casual dining yang menawarkan pengalaman yang lebih dari hanya sekedar makan. Hal ini sejalan dengan pesatnya perkembangan media sosial, sehingga memunculkan suatu platform baru bagi pelanggan untuk menyebarkan eWOM mengenai restaurant experience. Penelitian ini bertujuanuntuk menganalisis atribut-atribut restaurant experience yang dapat mempengaruhi motif pelanggan dalam menyebarkan eWOM positif mengenai restoran casual dining. Data penelitian ini diolah dengan metode multiple regression. Hasil penelitian menunjukan bahwa food quality, atmosphere, dan price fairness berpengaruh positf terhadap concern for others, sedangkan food quality, service quality, dan atmosphere berpengaruh positif pada expressing positive feelings dan helping restaurant company.

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The increasing number of restaurants created the shift of trend, in which more people prefer to dine in restaurants, specifically restaurants with a casual dining type that offer more experience than plain dining. This is in accordance with the rapid development of social media, resulting in a new platform for customers to spread eWOM about their restaurant experience. This study aims to

analyse the attributes of restaurant experience that can affect the motives of the customers in spreading positive eWOM on casual dining restaurants. The data are processed using the multiple regression method. Results show that food quality, atmosphere, and price fairness positively influence the concern for others, while food quality, service quality, and atmosphere positively influence the

expressing positive feelings and the helping restaurant company.

, The increasing number of restaurants created the shift of trend, in which

more people prefer to dine in restaurants, specifically restaurants with a casual

dining type that offer more experience than plain dining. This is in accordance

with the rapid development of social media, resulting in a new platform for

customers to spread eWOM about their restaurant experience. This study aims to

analyse the attributes of restaurant experience that can affect the motives of the

customers in spreading positive eWOM on casual dining restaurants. The data

are processed using the multiple regression method. Results show that food

quality, atmosphere, and price fairness positively influence the concern for others,

while food quality, service quality, and atmosphere positively influence the

expressing positive feelings and the helping restaurant company.

Key Words : Restaurant experience, Positive eWOM motivations, Concern for

others, Expressing positive feelings, Helping restaurant company]"

"Seiring dengan pesatnya pertumbuhan perekonomian Indonesia pada sektor pariwsata dan pesatnya pertumbuhan pengguna internet terutama media sosial, electronic word-of-mouth telah menjadi komponen yang penting. Penelitian ini dilakukan untuk melihat adanya pengaruh antara electronic word-of-mouth pada media sosial terhadap intention to visit. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 responden yang pernah melihat eWOM di media sosial dan belum pernah berkunjung ke Labuan Bajo dengan menggunakan metode non-probability sampling serta teknik purposive sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan regresi linear. Hasil penelitian ini menunjukan bahwa electronic word-of-mouth berpengaruh terhadap intention to visit sebesar 64,7.

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Following the growth of economy in tourism sector in Indonesia and the growth of internet user especially on social media, electronic word of mouth has been the most important component. This research is to analyze the impact of electronic word of mouth on social media toward intention to visit. This research was using 100 respondents who have seen electronic word of mouth on social media and never visit Labuan Bajo with using the non probability sampling method and purposive sampling technique. This research used questionnaire as research instrument and analyzed with linear regression. The result of this research indicate the electronic word of mouth has 64,7 influence toward intention to visit."

"This study aims to examine and analyze the influence of electronic word of mouth EWOM, brand awareness and brand image on purchase intention of online transportation in Indonesia. The research data is based on 338 respondents who have taken the online questionnaire, and are those who have not yet used online transportation in Indonesia, but have obtained information about it through online media. Purposive sampling method has been used in this research where population members selected to participate in this research is based on the authors judgment. The analysis method used is structural equation model SEM through AMOS software.The result shows that there is a positive and significant influence of electronic word of mouth, brand awareness, and brand image on purchase intention with brand image as a mediator between electronic word of mouth, brand awareness and purchase intention variables. This research certainly has several limitations, thus future research may include other variables in order to obtain new knowledge and understanding in the context of online transport.

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Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh electronic word of mouth, brand awareness, dan brand image terhadap purchase intention pada transportasi online di Indonesia. Data penelitian berdasarkan 338 responden yang berpartisipasi melalui kuisioner online, dan responden yang belum pernah menggunakan transportasi online di Indonesia, tetapi pernah membaca informasi terkait transportasi online via media online. Metode sampling yang digunakan adalah metode purposive sampling, yaitu pemilihan sampel dengan beberapa kriteria tertentu/ Metode analisis yang digunakan dalam penelitian ini adalah structural equation model SEM dengan bantuan software AMOS.

Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan variabel electronic word of mouth, brand awareness, brand image terhadap purchase intention, serta brand image berperan sebagai mediator antara electronic word of mouth, brand awareness dan purchase intention. Penelitian ini tentunya memiliki beberapa keterbatasan, sehingga penelitian selanjutnya disarankan untuk menggunakan variabel penelitian lainnya yang bertujuan untuk mendapatkan pengetahuan dan pemahaman baru dalam konteks transportasi online."

"Tujuan penelitian ini adalah untuk menganalisis pengaruh eWOM di media sosial terhadap purchase intention pada layanan YesBoss Indonesia. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang pernah terpapar informasi mengenai YesBoss dan belum pernah menggunakan YesBoss. Data dianalisis dengan regresi sederhana SPSS 23.0, dari uji data yang dilakukan menunjukan terdapat pengaruh eWOM sebesar 53,3 %, yang menunjukan bahwa electronic word of mouth di media sosial memiliki pengaruh yang kuat terhadap purchase intention.

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The purpose of this study was to determine the influence of eWOM in social media on purchase intention in YesBoss Indonesia service. Data were obtained through questionnaires spread to 100 respondents exposed about YesBoss service via social media and have not try in YesBoss. Data were analyzed with SPSS version 23.0 simple regression, and the final results showed that eWOM significantly affect with a power of 53,3 % indicate that electronic word (eWOM) in social media have a strong effect toward purchase intention."

"Perkembangan internet terutama perkembangan aplikasi Web 2 berbasis internet memungkinkan setiap orang berkomunikasi secara interaktif secara pribadi maupun komunitas. Perubahan ini membuat WOM tradisional beralih ke komunikasi elektronik Word of Mouth (eWOM). Komunikasi elektronik ini dilakukan melalui blog, forum, media sosial. Melalui media ini konsumen bertukar informasi tentang produk dan jasa. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas argumen, kredibilitas sumber sebagai variabel eWOM pada media sosial terhadap kepercayaan merek pada industri body lotion Nivea. Data diperoleh melalui penyebaran kuestioner kepada 120 Mahasiswi FISIP di Universitas Indonesia. Data dianalisa dengan regresi sederhana SPSS versi 16, dari uji data yang dilakukan diperoleh hasil eWOM berpengaruh sebesar 63,2 %.

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The development of the Internet, especially in internet-based Web application 2 allows anyone to communicate interactively in person or community. This change makes traditional WOM communication switch to electronic Word of Mouth (eWOM). Electronic communication is done through blogs, forums, social media. Through this media consumers exchange information about products and services.

The purpose of this study was to determine the effect of argument quality, source credibility as a variable eWOM in social media on brand trust in the industry Nivea body lotion. Data were obtained through questionnaires spread to 120 FISIP students at the University of Indonesia. Data were analyzed with SPSS version 16 simple regression, and the final results showed that eWOM significantly affect with a power of 63,2 %."

"Artikel ini mendiskusikan implikasi word of mouth (WOM) dan electronic word of mouth (eWOM) terhadap brand image. Data sekunder berupa penelitian terdahulu menunjukkan adanya implikasi WOM dan eWOM terhadap brand image. Analisis dilakukan dengan pendekatan exploratory sequential mixed methods. Artikel ini juga mendiskusikan perkembangan implikasi WOM dan eWOM terhadap brand image selama lima tahun terakhir dari 10 jurnal dengan pendekatan mixed method dan kuantitatif. Analisis kuantitatif menunjukkan bahwa penelitian terdahulu cenderung termasuk dalam bidang studi ilmu sosial, berlokasi di Asia, menggunakan WOM dan eWOM sebagai variabel independen dan brand image sebagai variabel dependen, serta dilakukan dengan pendekatan kuantitatif. Analisis kualitatif berbasis desk review menunjukkan bahwa terdapat hubungan yang saling memengaruhi antara WOM dan eWOM dengan brand image. WOM dan eWOM berpengaruh dalam membentuk brand image dalam benak konsumer. Apabila pengalaman konsumer dengan suatu brand bersifat positif, konsumer akan terdorong menyebarkan WOM atau eWOM yang positif, begitu pula sebaliknya.

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This article discusses the implications of word of mouth (WOM) and electronic word of mouth (eWOM) on brand image. Secondary data in the form of previous research shows the implications of WOM and eWOM on brand image. The analysis was performed using an exploratory sequential mixed methods approach. This article also discusses the development of the implications of WOM and eWOM on brand image during the last five years from 10 journals using mixed method and quantitative approaches. Quantitative analysis shows that previous research tends to belong to the field of social science studies, located in Asia, using WOM and eWOM as independent variables and brand image as dependent variables, and is carried out with a quantitative approach. Qualitative analysis based on desk review shows that there is an interdependence between WOM, eWOM and brand image. WOM and eWOM are influential in shaping the brand image in the minds of consumers. If the consumers’ experience with a brand is positive, consumers will be encouraged to spread positive WOM or eWOM, and vice versa."

"ABSTRAKTujuan dari penelitian ini adalah untuk melihat faktor-faktor yang dapat mendorong konsumen untuk menyampaikan electronic word of mouth pada restoran Union, Loewy, dan Skye. Variabel yang di uji pada penelitian ini di antaranya self-relevant value reflected appraisal of self, conspicuous value dan self-image congruence dan restaurant relevant value restaurant quality dan price fairness dengan variabel moderasi opinion leadership. Data diperoleh dari penyebaran kuesioner kepada 445 responden, pria dan wanita dengan rentang usia 17 ndash; 35 tahun, yang pernah mengunjungi restoran tersebut. Analisis data pada penelitian ini menggunakan Statistical Package for the Social Sciences SPSS 22 , dengan metode regresi berganda. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif secara langsung pada variabel self-relevant value reflected appraisal of self, conspicuous value dan self-image congruence terhadap electronic word of mouth sedangkan, pada variabel restaurant relevant value restaurant quality dan price fairness terbukti tidak memiliki pengaruh terhadap electronic word of mouth. Hasil penelitian ini membuktikan variabel opinion leadership tidak memoderasi kelima variabel independen terhadap electronic word of mouth.

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ABSTRACTThe purpose of this is to examine the factors wich drive consumer to spread Ewom on Union, Loewy, and Skye. The variables tested in this study are selfrelevant value reflected appraisal of self, conspicuous value and self image congruence and restaurant relevant value restaurant quality and price fairness also opinion leadership as moderating variable. The data is collected using questionnaire to 445 respondents, man and woman from 17 to 35 years old. Who have visited the restaurant mentioned. The data in this research is run by Statistical Package for the Social Sciences SPSS 22 with multiple regression method. The result shows that there is a direct positive influence on self relevant value reflected appraisal of self, conspicuous value and self image congruence towards electronic word of mouth meanwhile restaurant relevant value restaurant quality and price fairness is proven having no influence on electronic word of mouth. This research is also proven that opinion leadership has no moderating effect on all independent variable toward electronic word of mouth."