[Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth(eWOM) positif terhadap dimensi kredibilitas dan dimensi kepuasan performakepercayaan konsumen Transjakarta™ yang kepuasannya pada saat ini rendah.Penelitian ini adalah penelitian field experiment dengan desain nonequivalentcontrol group (dengan dan tanpa manipulasi eWOM) pretest-posttest. Partisipanadalah orang yang pernah menggunakan Transjakarta™ dan memiliki akun mediasosial LINE™. Partisipan (n=85) dibagi menjadi dua kelompok dalam grupLINE™, yaitu kelompok eksperimen (KE) dan kelompok kontrol (KK). Penelitiandilakukan dengan memaparkan screen capture eWOM sebanyak delapan buahselama empat hari kepada kelompok eksperimen melalui LINE™. Hasilpenelitian menunjukkan bahwa eWOM mempengaruhi dimensi kredibilitasdengan t(44) = 4,211, p < 0,01, r2 = 0,480 dan dimensi kepuasan performa dengant(44) = 3,766, p < 0,01, r2 = 0,329 pada kepercayaan konsumen. Selain itupeningkatan skor rata-rata dimensi kredibilitas kepercayaan konsumen padakelompok eksperimen secara signifikan lebih tinggi dibandingkan dengankelompok kontrol dengan t(82,112) = 1,962, p < 0,05, d = 2,425. Namunpeningkatan skor rata-rata dimensi kepuasan performa pada kelompok eksperimentidak secara signifikan lebih tinggi dengan kelompok kontrol dengan t(76,051) =1,323, p > 0,05, d = 1,372. Dengan demikian, pengelola Transjakarta™ dapatmeningkatkan kepercayaan konsumennya dengan pemberian eWOM positif.;The objective of this study is to determine the effect of positive electronic word ofmouth on credibility and performance satisfaction dimensions of brand trust onTransjakarta’s consumer who has low consumer satisfaction. This study was afield experimental with nonequivalent control group (with or without eWOMmanipulation) pretest-posttest design. Participants are the people who hadexperience using Transjakarta™ and use LINE™ social media. Participants(n=85) divided into two groups on LINE™, that are experiment group (n=45) andcontrol group (n=40). The study conducted by giving eight screen capture ofeWOM for four days to experiment group through LINE™. The results showedthat 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 credibilitydimension on experiment group was significantly higher than control group witht(82,112) = 1,962, p < 0,05, d = 2,425. But enhancement mean score ofperformance satisfaction dimension on experiment group was not significantlyhigher 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 givingpositive eWOM., The objective of this study is to determine the effect of positive electronic word ofmouth on credibility and performance satisfaction dimensions of brand trust onTransjakarta’s consumer who has low consumer satisfaction. This study was afield experimental with nonequivalent control group (with or without eWOMmanipulation) pretest-posttest design. Participants are the people who hadexperience using Transjakarta™ and use LINE™ social media. Participants(n=85) divided into two groups on LINE™, that are experiment group (n=45) andcontrol group (n=40). The study conducted by giving eight screen capture ofeWOM for four days to experiment group through LINE™. The results showedthat 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 credibilitydimension on experiment group was significantly higher than control group witht(82,112) = 1,962, p < 0,05, d = 2,425. But enhancement mean score ofperformance satisfaction dimension on experiment group was not significantlyhigher 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 givingpositive eWOM.] |