Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of GSM-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth

Megawati and Sri Megawati Elizabeth (2020) Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of GSM-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth. Insight Journal: International, Refereed, Open Access, Online Journal, 6 (27). pp. 270-276. ISSN 2600-8564

Abstract

The purpose of this study was to analyse the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customer’ value was employed as an intervening variable. Both primary data and secondary data were employed. The secondary data were gathered using questionnaire which was distributed to the target respondents. The respondents were the users of cellular-phone cards in Palembang. Using a convenience sampling technique, a total sample of 180 respondents was obtained. Data were analyzed using Structural Equation Modeling. The results showed that only community effect had a significant impact on customer value and WOM. The result indicated that this variable i.e. community effect is an important part for the customers and is a rapid way for promoting the value of the product. Furthermore, the result showed that customer value had a significant effect on WOM.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Megawati
UNSPECIFIED
Sri Megawati Elizabeth
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Ass. Prof. Dr. Saunah
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Raja Ahmad, Ass. Prof. Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Ass. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Ass. Prof Dr. Mohd Halim
UNSPECIFIED
Editor
Mohd Ariff Albakri, Ass. Prof. Dr. Intan Safinas
UNSPECIFIED
Editor
Shamsuddin, Ass. Prof. Dr. Hj Amanuddin
UNSPECIFIED
Editor
Zakaria, Ass. Prof. Dr. Nor Balkish
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Mat Kamal, Dr. Siti Nuur-Ila
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal: International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 6
Number: 27
Page Range: pp. 270-276
Related URLs:
Keywords: Reputation, Attractiveness Advertisement, Word of Mouth, Community Effect, Customer Value, UiTM Cawangan Johor
Date: 2020
URI: https://ir.uitm.edu.my/id/eprint/43101
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