Main Article Content
Abstract
Purpose: This study aims to investigate the role of Brand Attitude as a mediator in the relationship between Electronic Word of Mouth (eWOM) and Purchase Intention.
Research Design and Methodology: His research employs a quantitative survey approach. Data were collected from 171 respondents who were guests at Suni Garden Lake Hotel & Resort Sentani. The validity and reliability of the research instruments were tested, and analysis was conducted using Structural Equation Modeling (SEM) to examine the relationships between variables.
Findings and Discussion: The main findings indicate that eWOM positively and significantly affects Brand Attitude and purchase Intention. The regression results show that Brand Attitude mediates the relationship between eWOM and Purchase Intention, thus strengthening the impact of eWOM on consumer purchase decisions.
Implication: The implications of this study highlight the importance of effectively managing eWOM to enhance Brand Attitude and Purchase Intention. Marketers can leverage positive reviews and constructive interactions on social media to strengthen Brand Attitude. This study also opens opportunities for further research to explore how specific elements of eWOM influence Brand Attitude and Purchase Intention across different demographic segments and cultural contexts.
Keywords
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
- Achmad, G. N., Pangestu, F. R., Fitriansyah, F., Surapati, U., & Mahsyar, S. (2020). How does brand awareness affect purchase intention in mediation by perceived quality and brand loyalty. Journal of Critical Reviews, 7(2), 103–109. https://doi.org/10.31838/jcr.07.02.20
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
- Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261. https://doi.org/10.1037/h0076477
- Al-Dmour, H., Aloqaily, A., Al-Qaimari, R., & Al-Hassan, M. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organisations, 24(2), 182–199. https://doi.org/10.1504/IJNVO.2021.114732
- Alnoor, A., Tiberius, V., Atiyah, A. G., Khaw, K. W., Yin, T. S., Chew, X., & Abbas, S. (2024). How Positive and Negative Electronic Word of Mouth (eWOM) Affects Customers’ Intention to Use Social Commerce? A Dual-Stage Multi Group-SEM and ANN Analysis. International Journal of Human–Computer Interaction, 40(3), 808–837. https://doi.org/10.1080/10447318.2022.2125610
- Ardani, W. (2024). The Link of Social Media and Brand Image on Consumer Purchase Intention the Mediating Role E-Wom. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 2(1), 1–6. https://doi.org/10.56457/kompartemen.v2i1.516
- Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291–295. https://doi.org/10.1177/002224376700400308
- Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126. https://doi.org/10.5539/ijms.v7n1p126
- Beyari, H., & Garamoun, H. (2024). The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market. Sustainability, 16(8), 3163. https://doi.org/10.3390/su16083163
- Ceran, Y., Singh, H., & Mookerjee, V. (2011). The Case of Blockbuster Online Rental System.
- Charo, N., Sharma, P., Shaikh, S., Haseeb, A., & Sufya, M. Z. (2015). Determining the impact of ewom on brand image and purchase intention through adoption of online opinions. International Journal of Humanities and Management Sciences, 3(1), 41–46.
- Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. Springer. https://doi.org/https://doi.org/10.1007/978-3-642-04754-1_51
- Chu, S., & Chen, H. (2019). Impact of consumers’ corporate social responsibility‐related activities in social media on brand attitude, electronic word‐of‐mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453–462. https://doi.org/10.1002/cb.1784
- Chun, J. W., & Lee, M. J. (2016). Increasing individuals’ involvement and WOM intention on Social Networking Sites: Content matters! Computers in Human Behavior, 60, 223–232. https://doi.org/https://doi.org/10.1016/j.chb.2016.02.069
- Drossos, D. A., Kokkinaki, F., Giaglis, G. M., & Fouskas, K. G. (2014). The effects of product involvement and impulse buying on purchase intentions in mobile text advertising. Electronic Commerce Research and Applications, 13(6), 423–430. https://doi.org/https://doi.org/10.1016/j.elerap.2014.08.003
- Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1994). Consumer Behavior (8th (ed.)). Dryden Press.
- Faishal, C. (2018). Pengaruh Kualitas Merek Pada Niat Beli Dengan Sikap Konsumen Sebagai Variabel Pemediasi. Universitas Muhammadiyah Surakarta. http://eprints.ums.ac.id/id/eprint/58264
- Ferdinand, A. (2002). Structural Equation Modeling in Management Research. Diponegoro University Press.
- Grewal, J., Hauptmann, C., & Serafeim, G. (2021). Material Sustainability Information and Stock Price Informativeness. Journal of Business Ethics, 171(3), 513–544. https://doi.org/10.1007/s10551-020-04451-2
- Groeger, L., & Buttle, F. (2016). Word-of-mouth marketing influence on offline and online communications: Evidence from case study research. In Word of Mouth and Social Media (pp. 20–40). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315776279-3/word-mouth-marketing-influence-offline-online-communications-evidence-case-study-research-lars-groeger-francis-buttle
- Haiban, M. L., & Rimadias, S. (2023). Analysis of Factors Forming Attitude towards Brand and Repurchase Intention by Using Brand Ambassadors on the Shopee Online Shopping Platform. Jurnal Ilmu Manajemen Dan Ekonomika, 15(2), 41–56. https://doi.org/10.35384/jime.v15i2.368
- Hasan, A. (2010). Marketing. Media Presindo.
- Heryana, D. K., & Yasa, N. N. K. (2020). Effect of Electronic Word of Mouth on Repurchase Intention Mediated by Brand Attitude. International Research Journal of Management, IT and Social Sciences, 7(2), 9–20. https://doi.org/10.21744/irjmis.v7n2.854
- Ismagilova, E., Dwivedi, Y. K., Slade, E., Williams, M. D., Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word-of-mouth (eWOM). Springer.
- Jain, M., Dixit, S., & Shukla, A. (2023). Role of e-service quality, brand commitment and e-WOM trust on e-WOM intentions of millennials. The International Review of Retail, Distribution and Consumer Research, 33(1), 23–43. https://doi.org/10.1080/09593969.2022.2070860
- Jumawan, J., Soesanto, E., Cahya, F., Putri, C. A., Permatasari, S. A., Setyakinasti, S., & Ottay, M. L. (2024). Pengaruh Online Consumer Review Dan Kualitas Produk Terhadap Keputusan Pembelian Di Marketplace Shopee. SENTRI: Jurnal Riset Ilmiah, 3(6), 2854–2862. https://doi.org/10.55681/sentri.v3i6.2964
- Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/https://doi.org/10.1016/j.ijresmar.2016.11.006
- Keels, G. N. (2021). Brick-and-mortar retail stores disappearing in the digital age: Marketing strategies for sustainability. University of Maryland University College.
- Kotler, P., & Keller, K. L. (2009). Marketing Management (13th (ed.). Pearson Prentice Hall.
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th (ed.). Pearson Prentice Hall.
- Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
- Kudeshia, C., & Mittal, A. (2016). The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics. International Journal of Internet Marketing and Advertising, 10(3), 131–151. https://doi.org/10.1504/IJIMA.2016.080162
- Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society. Pearson.
- Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/https://doi.org/10.1016/j.apmrv.2015.03.005
- López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28–43. https://doi.org/10.4067/S0718-18762014000100004
- Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement. Online Information Review, 41(7), 985–1005. https://doi.org/10.1108/OIR-08-2016-0236
- Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. http://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf.
- Mishra, A., & Satish, S. M. (2016). eWOM: Extant research review and future research avenues. Vikalpa, 41(3), 222–233. https://doi.org/10.1177/0256090916650952
- Mohamed, H. H., Li, Y., Kiani, A., & Ghani, U. (2024). Raving Fans or Silent Critics? Brand Service Recovery’s Impact on Positive eWOM. SAGE Open, 14(1), 21582440231219556. https://doi.org/10.1177/215824402312195
- Monaghan, J. (2006). Principles of Hotel Front Office Operations. Thomson Learning.
- Nugraha, J. P., Alfiah, D., Sinulingga, G., Rojiati, U., Saloom, G., Johannes, R., Batin, M. H., Lestari, W. J., Khatimah, H., & Beribe, M. F. B. (2021). Teori perilaku konsumen. Penerbit NEM.
- Otopah, A. A., Dogbe, C. S. K., Amofah, O., & Ahlijah, B. (2024). Digital marketing and purchase intention of bank services: the role of trust and engagement. International Journal of Bank Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/IJBM-02-2023-0097
- Petty, R. E. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology/Academic Press.
- Pourkabirian, A., Habibian, M., & Pourkabirian, A. (2021). Brand Attitude in Social Networks: The Role of eWoM. ArXiv.
- Prasetyo, B., & al., et. (2018). Komunikasi Pemasaran Terpadu: Pendekatan Tradisional Hingga Era Media Baru. UB Press.
- Putri, N. P. N. P., & Warmika, I. G. K. (2020). Peran Brand Equity Memediasi Wom Dan Marketing Communication Dengan Minat Beli Produk Oppo. Sumber, 2(4), 2. https://doi.org/10.24843/ejmunud.2020.v09.i04.p16
- Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2019). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377–387. https://doi.org/10.1002/csr.1689
- Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311
- Sambodo, S. H., & Bagyono, P. (2012). Pengelolaan Hotel dan Restoran. Alfabeta.
- Sandhu, M. A., Saleem, A., & Ali, A. (2021). The effects of Electronic Word Of Mouth (EWOM) and Brand-Awareness to govern the advancement of Brand Attitude towards the Brand Repurchase Intention: A case of Mobile brands in Pakistan. IRASD Journal of Management, 3(3), 411–428. https://doi.org/10.52131/jom.2021.0303.0055
- Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (8th (ed.)). Pearson Prentice Hall.
- Setyawan, D., & Wijayanti, T. (2014). Manajemen Operasional Hotel. UB Press.
- Shwastika, R., & Keni, K. (2021). The effect of brand awareness, social media marketing, perceived quality, hedonic motivation, and sales promotion towards consumers intention to purchase in fashion industry. International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021), 23–31. https://doi.org/10.2991/assehr.k.210805.004
- Soemarno, R. P. (2012). Pengelolaan dan Pengembangan Usaha Perhotelan. Rajawali Pers.
- Sotiriadis, M. D., & van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103–124. https://doi.org/10.1007/s10660-013-9108-1
- Sugiarto, M. (2011). Manajemen Perhotelan: Teori dan Praktik. Gramedia Pustaka Utama.
- Sulthana, A. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention.
- Sumiati. (2016). Pemasaran Jasa: Pendekatan Praktis. Alfabeta.
- Sutisna. (2002). Perilaku Konsumen dan Komunikasi Pemasaran. Remaja Rosdakarya.
- Teng, S., Khong, K. W., Chong, A. Y.-L., & Lin, B. (2017). Examining the Impacts of Electronic Word-of-Mouth Message on Consumers’ Attitude. Journal of Computer Information Systems, 57(3), 238–251. https://doi.org/10.1080/08874417.2016.1184012
- Vázquez-Casielles, R., Suárez-Álvarez, L., & del Río-Lanza, A.-B. (2013). The word of mouth dynamic: How positive (and negative) WOM drives purchase probability: An analysis of interpersonal and non-interpersonal factors. Journal of Advertising Research, 53(1), 43–60. https://doi.org/10.2501/JAR-53-1-043-060
- Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.09.022
- Wang, F., Wang, M., Wan, Y., Jin, J., & Pan, Y. (2021). The power of social learning: How do observational and word-of-mouth learning influence online consumer decision processes? Information Processing & Management, 58(5), 102632. https://doi.org/https://doi.org/10.1016/j.ipm.2021.102632
- Wijaya, B. S. (2011). Teori dan Praktik Komunikasi Pemasaran. PT Gramedia Pustaka Utama.
- Xie, C., Bagozzi, R. P., & Grønhaug, K. (2019). The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences. Journal of Business Research, 95, 514–530. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.07.043
- Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. (2020). The role of brand image mediates the effect of electronic word of mouth (E-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 1, 215–220. http://www.ajhssr.com/wp-content/uploads/2020/01/ZD2041215220.pdf.
References
Achmad, G. N., Pangestu, F. R., Fitriansyah, F., Surapati, U., & Mahsyar, S. (2020). How does brand awareness affect purchase intention in mediation by perceived quality and brand loyalty. Journal of Critical Reviews, 7(2), 103–109. https://doi.org/10.31838/jcr.07.02.20
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261. https://doi.org/10.1037/h0076477
Al-Dmour, H., Aloqaily, A., Al-Qaimari, R., & Al-Hassan, M. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organisations, 24(2), 182–199. https://doi.org/10.1504/IJNVO.2021.114732
Alnoor, A., Tiberius, V., Atiyah, A. G., Khaw, K. W., Yin, T. S., Chew, X., & Abbas, S. (2024). How Positive and Negative Electronic Word of Mouth (eWOM) Affects Customers’ Intention to Use Social Commerce? A Dual-Stage Multi Group-SEM and ANN Analysis. International Journal of Human–Computer Interaction, 40(3), 808–837. https://doi.org/10.1080/10447318.2022.2125610
Ardani, W. (2024). The Link of Social Media and Brand Image on Consumer Purchase Intention the Mediating Role E-Wom. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 2(1), 1–6. https://doi.org/10.56457/kompartemen.v2i1.516
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291–295. https://doi.org/10.1177/002224376700400308
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126. https://doi.org/10.5539/ijms.v7n1p126
Beyari, H., & Garamoun, H. (2024). The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market. Sustainability, 16(8), 3163. https://doi.org/10.3390/su16083163
Ceran, Y., Singh, H., & Mookerjee, V. (2011). The Case of Blockbuster Online Rental System.
Charo, N., Sharma, P., Shaikh, S., Haseeb, A., & Sufya, M. Z. (2015). Determining the impact of ewom on brand image and purchase intention through adoption of online opinions. International Journal of Humanities and Management Sciences, 3(1), 41–46.
Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. Springer. https://doi.org/https://doi.org/10.1007/978-3-642-04754-1_51
Chu, S., & Chen, H. (2019). Impact of consumers’ corporate social responsibility‐related activities in social media on brand attitude, electronic word‐of‐mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453–462. https://doi.org/10.1002/cb.1784
Chun, J. W., & Lee, M. J. (2016). Increasing individuals’ involvement and WOM intention on Social Networking Sites: Content matters! Computers in Human Behavior, 60, 223–232. https://doi.org/https://doi.org/10.1016/j.chb.2016.02.069
Drossos, D. A., Kokkinaki, F., Giaglis, G. M., & Fouskas, K. G. (2014). The effects of product involvement and impulse buying on purchase intentions in mobile text advertising. Electronic Commerce Research and Applications, 13(6), 423–430. https://doi.org/https://doi.org/10.1016/j.elerap.2014.08.003
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1994). Consumer Behavior (8th (ed.)). Dryden Press.
Faishal, C. (2018). Pengaruh Kualitas Merek Pada Niat Beli Dengan Sikap Konsumen Sebagai Variabel Pemediasi. Universitas Muhammadiyah Surakarta. http://eprints.ums.ac.id/id/eprint/58264
Ferdinand, A. (2002). Structural Equation Modeling in Management Research. Diponegoro University Press.
Grewal, J., Hauptmann, C., & Serafeim, G. (2021). Material Sustainability Information and Stock Price Informativeness. Journal of Business Ethics, 171(3), 513–544. https://doi.org/10.1007/s10551-020-04451-2
Groeger, L., & Buttle, F. (2016). Word-of-mouth marketing influence on offline and online communications: Evidence from case study research. In Word of Mouth and Social Media (pp. 20–40). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315776279-3/word-mouth-marketing-influence-offline-online-communications-evidence-case-study-research-lars-groeger-francis-buttle
Haiban, M. L., & Rimadias, S. (2023). Analysis of Factors Forming Attitude towards Brand and Repurchase Intention by Using Brand Ambassadors on the Shopee Online Shopping Platform. Jurnal Ilmu Manajemen Dan Ekonomika, 15(2), 41–56. https://doi.org/10.35384/jime.v15i2.368
Hasan, A. (2010). Marketing. Media Presindo.
Heryana, D. K., & Yasa, N. N. K. (2020). Effect of Electronic Word of Mouth on Repurchase Intention Mediated by Brand Attitude. International Research Journal of Management, IT and Social Sciences, 7(2), 9–20. https://doi.org/10.21744/irjmis.v7n2.854
Ismagilova, E., Dwivedi, Y. K., Slade, E., Williams, M. D., Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word-of-mouth (eWOM). Springer.
Jain, M., Dixit, S., & Shukla, A. (2023). Role of e-service quality, brand commitment and e-WOM trust on e-WOM intentions of millennials. The International Review of Retail, Distribution and Consumer Research, 33(1), 23–43. https://doi.org/10.1080/09593969.2022.2070860
Jumawan, J., Soesanto, E., Cahya, F., Putri, C. A., Permatasari, S. A., Setyakinasti, S., & Ottay, M. L. (2024). Pengaruh Online Consumer Review Dan Kualitas Produk Terhadap Keputusan Pembelian Di Marketplace Shopee. SENTRI: Jurnal Riset Ilmiah, 3(6), 2854–2862. https://doi.org/10.55681/sentri.v3i6.2964
Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/https://doi.org/10.1016/j.ijresmar.2016.11.006
Keels, G. N. (2021). Brick-and-mortar retail stores disappearing in the digital age: Marketing strategies for sustainability. University of Maryland University College.
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th (ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th (ed.). Pearson Prentice Hall.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Kudeshia, C., & Mittal, A. (2016). The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics. International Journal of Internet Marketing and Advertising, 10(3), 131–151. https://doi.org/10.1504/IJIMA.2016.080162
Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society. Pearson.
Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/https://doi.org/10.1016/j.apmrv.2015.03.005
López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28–43. https://doi.org/10.4067/S0718-18762014000100004
Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement. Online Information Review, 41(7), 985–1005. https://doi.org/10.1108/OIR-08-2016-0236
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. http://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf.
Mishra, A., & Satish, S. M. (2016). eWOM: Extant research review and future research avenues. Vikalpa, 41(3), 222–233. https://doi.org/10.1177/0256090916650952
Mohamed, H. H., Li, Y., Kiani, A., & Ghani, U. (2024). Raving Fans or Silent Critics? Brand Service Recovery’s Impact on Positive eWOM. SAGE Open, 14(1), 21582440231219556. https://doi.org/10.1177/215824402312195
Monaghan, J. (2006). Principles of Hotel Front Office Operations. Thomson Learning.
Nugraha, J. P., Alfiah, D., Sinulingga, G., Rojiati, U., Saloom, G., Johannes, R., Batin, M. H., Lestari, W. J., Khatimah, H., & Beribe, M. F. B. (2021). Teori perilaku konsumen. Penerbit NEM.
Otopah, A. A., Dogbe, C. S. K., Amofah, O., & Ahlijah, B. (2024). Digital marketing and purchase intention of bank services: the role of trust and engagement. International Journal of Bank Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/IJBM-02-2023-0097
Petty, R. E. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology/Academic Press.
Pourkabirian, A., Habibian, M., & Pourkabirian, A. (2021). Brand Attitude in Social Networks: The Role of eWoM. ArXiv.
Prasetyo, B., & al., et. (2018). Komunikasi Pemasaran Terpadu: Pendekatan Tradisional Hingga Era Media Baru. UB Press.
Putri, N. P. N. P., & Warmika, I. G. K. (2020). Peran Brand Equity Memediasi Wom Dan Marketing Communication Dengan Minat Beli Produk Oppo. Sumber, 2(4), 2. https://doi.org/10.24843/ejmunud.2020.v09.i04.p16
Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2019). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377–387. https://doi.org/10.1002/csr.1689
Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311
Sambodo, S. H., & Bagyono, P. (2012). Pengelolaan Hotel dan Restoran. Alfabeta.
Sandhu, M. A., Saleem, A., & Ali, A. (2021). The effects of Electronic Word Of Mouth (EWOM) and Brand-Awareness to govern the advancement of Brand Attitude towards the Brand Repurchase Intention: A case of Mobile brands in Pakistan. IRASD Journal of Management, 3(3), 411–428. https://doi.org/10.52131/jom.2021.0303.0055
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (8th (ed.)). Pearson Prentice Hall.
Setyawan, D., & Wijayanti, T. (2014). Manajemen Operasional Hotel. UB Press.
Shwastika, R., & Keni, K. (2021). The effect of brand awareness, social media marketing, perceived quality, hedonic motivation, and sales promotion towards consumers intention to purchase in fashion industry. International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021), 23–31. https://doi.org/10.2991/assehr.k.210805.004
Soemarno, R. P. (2012). Pengelolaan dan Pengembangan Usaha Perhotelan. Rajawali Pers.
Sotiriadis, M. D., & van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103–124. https://doi.org/10.1007/s10660-013-9108-1
Sugiarto, M. (2011). Manajemen Perhotelan: Teori dan Praktik. Gramedia Pustaka Utama.
Sulthana, A. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention.
Sumiati. (2016). Pemasaran Jasa: Pendekatan Praktis. Alfabeta.
Sutisna. (2002). Perilaku Konsumen dan Komunikasi Pemasaran. Remaja Rosdakarya.
Teng, S., Khong, K. W., Chong, A. Y.-L., & Lin, B. (2017). Examining the Impacts of Electronic Word-of-Mouth Message on Consumers’ Attitude. Journal of Computer Information Systems, 57(3), 238–251. https://doi.org/10.1080/08874417.2016.1184012
Vázquez-Casielles, R., Suárez-Álvarez, L., & del Río-Lanza, A.-B. (2013). The word of mouth dynamic: How positive (and negative) WOM drives purchase probability: An analysis of interpersonal and non-interpersonal factors. Journal of Advertising Research, 53(1), 43–60. https://doi.org/10.2501/JAR-53-1-043-060
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.09.022
Wang, F., Wang, M., Wan, Y., Jin, J., & Pan, Y. (2021). The power of social learning: How do observational and word-of-mouth learning influence online consumer decision processes? Information Processing & Management, 58(5), 102632. https://doi.org/https://doi.org/10.1016/j.ipm.2021.102632
Wijaya, B. S. (2011). Teori dan Praktik Komunikasi Pemasaran. PT Gramedia Pustaka Utama.
Xie, C., Bagozzi, R. P., & Grønhaug, K. (2019). The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences. Journal of Business Research, 95, 514–530. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.07.043
Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. (2020). The role of brand image mediates the effect of electronic word of mouth (E-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 1, 215–220. http://www.ajhssr.com/wp-content/uploads/2020/01/ZD2041215220.pdf.