MOTIVASI EWOM PADA KONSUMEN KHALIFAH TOUR BANDUNG

JURNAL LENTERA BISNIS Pub Date : 2024-05-15 DOI:10.34127/jrlab.v13i2.1075

Ghassani Salsabil Fasya Hikmat, Arianis Chan, Pratami Wulan Tresna

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Abstract

In the digital era, communication and information sharing have undergone a significant transformation. This has also impacted Word of Mouth (WOM), evolving from traditional methods to Electronic Word of Mouth (eWOM). Khalifah Tour, as an Umrah and Hajj travel company, utilizes the internet for promotion and encourages eWOM from its consumers. This study aims to identify the conditions and determine the most dominant motivations for consumers to send eWOM regarding Khalifah Tour. The research employs a descriptive quantitative method with 95 respondents from a population of 1695 individuals. Data were collected through questionnaires and analyzed using descriptive statistics and confirmatory factor analysis (CFA). The result of this research, Khalifah Tour consumers exhibit motivations for eWOM such as altruism and venting feelings. However, the most dominant motivation is self-enhancement. Khalifah Tour consumers demonstrate diverse motivations for engaging in eWOM, with self-enhancement being the most dominant, indicating a desire to portray their positive image to others. Key words: Electronic Word of Mouth, eWOM Motivation, Sending eWOM

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Ewom 在哈利法巡演中对万隆消费者的激励

在数字时代，通信和信息共享经历了重大变革。这也对口碑（WOM）产生了影响，从传统方式演变为电子口碑（eWOM）。Khalifah Tour 作为一家朝觐旅游公司，利用互联网进行推广，并鼓励消费者进行电子口碑传播。本研究旨在确定消费者发送有关哈利法旅游公司的网络口碑的条件和最主要动机。研究采用描述性定量方法，从 1695 人中抽取 95 名受访者。数据通过问卷收集，并使用描述性统计和确证因子分析（CFA）进行分析。研究结果显示，哈利法旅游团的消费者表现出了利他主义和发泄情感等网络口碑动机。然而，最主要的动机是自我提升。哈利法旅游团消费者在网络口碑中表现出不同的动机，其中自我提升是最主要的动机，表明他们希望向他人展示自己的正面形象。关键词：电子口碑电子口碑电子口碑动机发送电子口碑

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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