ANALISA PENGARUH ULASAN ONLINE SURABAYA PATATA TERHADAP PERCEIVED e-WOM CREDIBILITY

Authors

  • Evania Devita Genial Program Manajemen Perhotelan, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra, Surabaya
  • Tasia Oktaviani Program Manajemen Perhotelan, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra, Surabaya
  • Adriana Aprilia Program Manajemen Perhotelan, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra, Surabaya

:

https://doi.org/10.9744/jmp.5.2.59-70

Keywords:

Electronic-word-of-mouth (eWOM)’ ulasan online', kredibilitas, faktor penentu informasi dan normatif eWOM

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh faktor penentu informasi dan normatif ulasan online Surabaya Patata, yaitu argument strength, recommendation framing, recommendation sidedness, source credibility, confirmation of prior belief, dan recommendation consistency terhadap perceived eWOM credibility. Penelitian ini adalah penelitian kuantitatif kausal. Pengumpulan data didapat dari kuesioner yang disebarkan kepada 176 pembaca ulasan online Surabaya Patata. Hasil penelitian menunjukkan recommen­dation sidedness dan source credibility berpengaruh positif dan signifikan terhadap perceived eWOM credibility, serta source credibility memiliki pengaruh paling dominan.

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Published

2020-02-27

How to Cite

Genial, E. D., Oktaviani, T., & Aprilia, A. (2020). ANALISA PENGARUH ULASAN ONLINE SURABAYA PATATA TERHADAP PERCEIVED e-WOM CREDIBILITY. Jurnal Manajemen Perhotelan, 5(2), 59-70. https://doi.org/10.9744/jmp.5.2.59-70