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Antecedents to Intention to Engage in the Online Negative Word-of-Mouth Communication Mardhiyah, Dien; Dharmmesta, Basu Swastha; Purwanto, B. M.
Gadjah Mada International Journal of Business Vol 15, No 2 (2013): May-August
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (215.425 KB)

Complaints delivered directly to a firm will not be a problem if they can be handled properly, while the ones that are not disclosed directly to the firm but to a third party or even warnings to others not to use particular products or services, will be negative word-of-mouth communication. It can damage the image of the firm and be very detrimental. The purpose of this study was to analyze the antecedents of intention to engage in negative online word-of-mouth communication that includes dissatisfaction, service importance, success of complaint, complaint benefit, self confidence, altruism, retaliatory intention, and complaint cost. Medical services were selected considering the impact caused by the negligence of the service provider possibly giving rise to negative word-of-mouth communication. The online environment has been considered because of the developments in technology which provide opportunities for consumers to communicate with ach other. In addition, the dissemination of information through online media can spread incredibly widely and rapidly. The samples in this study comprised consumers of medical services who had disappointing experiences in using those services either directly or indirectly. A total of 123 questionnaires were analyzed with multiple regression analysis to test the research hypothesis. The results showed that the factors influencing the intentions behind negative online word-of-mouth communication were success of complaint, altruism, retaliatory intention, and complaint cost.Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â

PENGARUH PRAKTIK SOCIAL NETWORKING, KEPERCAYAAN MEREK DAN LOYALITAS MEREK PADA KOMUNITAS MEREK ONLINE Futuwwah, Ali Imaduddin; Mardhiyah, Dien
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 4 No 3 (2019)
Publisher : Economic Faculty, Attahiriyah Islamic University

The development of the internet made the brand community move to online activities by using a social media chat group platform. This study aims to examine the relationship between social networking and brand trust on brand loyalty in the online brand community. Data were collected through a questionnaire of 150 respondents. Through SEM analysis (PLS), the results show that social networking has a positive effect on brand trust and trust mediates the relationship between social networking and brand. This finding implies that the brand community must pay attention to social networking activities that can increase brand trust and brand loyalty. Companies and communities need to think about how to develop strong relationships and bonds between members so that members feel the value of the brand and build a strong commitment with the brand. Key words: Online-based brand community, social networking, brand trust, brand loyalty, partial least square

ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING TERHADAP CITRA PERUSAHAAN, BRAND ATTRACTIVENESS DAN KEPUTUSAN PEMBELIAN KONSUMEN Ayu Fitriyani; Dien Mardhiyah
Simposium II UNIID 2017 Vol 2 (2017)
Publisher : Simposium II UNIID 2017

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (401.641 KB)

Cause-Related Marketing (CRM) adalah salah satu bentuk dari program sosial perusahaan (CSR). Perusahaan memberikan bantuan kepada pihak tertentu saat konsumen membeli produk perusahaan melalui program CRM. Aktivitas CRM diharapkan dapat membentuk citra perusahaan yang pada jangka panjang dapat mendorong konsumen untuk lebih memilih perusahaan yang melakukan CRM. Melalui penelitian ini, peneliti ingin mengetahui bagaimana aktivitas CRM mempengaruhi pilihan konsumen. Melalui metode survei dengan kuisioner yang disebar pada konsumen AQUA diperoleh hasil bahwa kampanye cause related marketing berpengaruh terhadap citra perusahaan dan brand attractiveness, dan brand attractiveness berpengaruh pada keputusan pembelian. Namun hasil penelitian menunjukkan bahwa citra perusahaan sebagai perusahaan yang melakukan CRM tidak berpengaruh pada keputusan pembelian konsumen di Indonesia. Dalam hal ini, konsumen tidak membeli produk AQUA karena citra perusahaan sebagi perusahaan yang melakukan CRM. Hasil penelitian dapat dipertimbangkan oleh perusahaan yang akan melakukan aktivitas CRM.

Antecedents to Intention to Engage in the Online Negative Word-of-Mouth Communication Dien Mardhiyah; Basu Swastha Dharmmesta; B. M. Purwanto
Gadjah Mada International Journal of Business Vol 15, No 2 (2013): May-August
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Complaints delivered directly to a firm will not be a problem if they can be handled properly, while the ones that are not disclosed directly to the firm but to a third party or even warnings to others not to use particular products or services, will be negative word-of-mouth communication. It can damage the image of the firm and be very detrimental. The purpose of this study was to analyze the antecedents of intention to engage in negative online word-of-mouth communication that includes dissatisfaction, service importance, success of complaint, complaint benefit, self confidence, altruism, retaliatory intention, and complaint cost. Medical services were selected considering the impact caused by the negligence of the service provider possibly giving rise to negative word-of-mouth communication. The online environment has been considered because of the developments in technology which provide opportunities for consumers to communicate with ach other. In addition, the dissemination of information through online media can spread incredibly widely and rapidly. The samples in this study comprised consumers of medical services who had disappointing experiences in using those services either directly or indirectly. A total of 123 questionnaires were analyzed with multiple regression analysis to test the research hypothesis. The results showed that the factors influencing the intentions behind negative online word-of-mouth communication were success of complaint, altruism, retaliatory intention, and complaint cost.

The effect of perceived value by the tourists toward electronic word of mouth activity: the moderating role of conspicuous tendency Sukaris Sukaris; Sri Hartini; Dien Mardhiyah
Jurnal Siasat Bisnis Vol 24, No 1 (2020)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol24.iss1.art1

Managers of tourist destinations are currently trying to offer attractions and attractive destination resources to be visited by tourists. However, very few managers of tourist destinations, especially adventure tourism who pay attention to the values that will be obtained by tourists and also very little attention to the tendency behavior of consumers to show off when visiting tourist attractions, in which they will then recommend their activities to others through digital media. The purpose of this study is to analyze the effects of the perceived values by tourists, consisting of emotional value and epistemic value towards the activity of electronic word of mouth of tourists moderated by conspicuous tendencies. The population in this study is visitors who carry out adventurous activities in adventure tourism destinations, with a sample of 400 tourist. Hypotheses are tested by using structural equation modeling. The results of the study provide information that the emotional value affects the activity of electronic word of mouth of tourists. Likewise, the novelty value influences the activity of electronic word of mouth of tourists, while the conspicuous tendencies variable of tourists weakens the effect of emotional value on the activity of electronic word of mouth of tourists. Finally, the conspicuous tendencies variable of tourists can be a variable which strengthens the effect of epistemic value on the activity of electronic word of mouth of tourists.

DETERMINAN LOYALITAS WISATAWAN PADA WISATA BAHARI Sukaris Sukaris; Sri Hartini; Dien Mardhiyah
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 3 No 4 (2019)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

Faktor yang menimbulkan loyalitas wisatawan penting untuk diketahui oleh pengelola layanan tempat wisata, sehingga pengelola harus mampu memberikan nilai tambah bagi wisatawan, seperti menyediakan pengalaman yang berkesan dan menyenangkan bagi wisatawan, pada akhirnya mendorong wisatawan menjadi loyal dengan memberi informasi positif melalui komunikasi dari mulut ke mulut. komunikasi ini dapat menjadikan orang mengunjungi tempat tujuan wisata tersebut tidak hanya memiliki kesadaran merek tetapi dapat ke jenjang loyalitas. Tujuan penelitian ini menyelidiki pengaruh faktor determinan loyalitas wisatawan. Pendekatan penelitian adalah menjelaskan hubungan antar variabel dengan populasi wisatawan yang telah berkunjung, baik yang berada diluar lokasi wisata maupun wisatawan yang sudah atau pernah mengunjungi pada wisata bahari, dengan sampel berjumlah 200 pengunjung. Analisis data menggunakan structural equation modeling dengan program LISREL. Hasil penelitian menunjukkan pengalaman wisatawan setelah berkunjung berpengaruh terhadap nilai yang dirasakan wisatawan, pengalaman wisatawan setelah berkunjung berpengaruh terhadap loyalitas wisatawan dan nilai yang dirasakan wisatawan setelah berkunjung berpengaruh terhadap loyalitas wisatawan pada wisata bahari yang telah dikunjungi.

PENGEMBANGAN SOCIO ENTREPRENEURSHIP DAN INTRAPRENEURSHIP DALAM MENDUKUNG TERBENTUKNYA EKO-WISATA DI DESA SUGIHWARAS, KABUPATEN NGANJUK Tika Widiastuti; Dien Mardhiyah; Imron Mawardi; Aufar Fadlul Hady; Dzikri Nurrohman
Jurnal Layanan Masyarakat Vol. 6 No. 2 (2022): JURNAL LAYANAN MASYARAKAT
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jlm.v6i2.2022.463-474

Program pengabdian masyarakat ini bertujuan untuk mengembangkan kemampuan socio entrepreneurship dan intrapreneurship Kelompok Karang Taruna di Desa Sugihwaras, Kabupaten Nganjuk dalam mendukung terbentuknya Ekowisata. Pada program ini, Kelompok Karang Taruna diposisikan sebagai pemilik usaha dan karyawan sebagaimana konsep entrepreneurship dan intrapreneurship, sehingga pemahaman akan Desa Wisata dapat menyeluruh. Program pengabdian yang dilakukan meliputi pelatihan manajemen Desa Ekowisata, pelatihan penyusunan studi kelayakan, pelatihan promosi berbasis digital, dan pelatihan dalam menyusun laporan keuangan. Selain itu, pendampingan dilakukan untuk meninjau pemahaman Kelompok Karang Taruna terkait materi pelatihan yang telah disampaikan. Hasil yang dicapai adalah meningkatnya pengetahuan dan kemampuan dalam manajemen Ekowisata, meningkatnya kemampuan dalam menyusun studi kelayakan, meningkatnya pengetahuan dan kemampuan dalam pemasaran digital, dan meningkatnya pengetahuan dalam pelaporan keuangan Ekowisata. Program Pengabdian Masyarakat ini berhasil memberikan dampak positif dalam persiapan perwujudan Ekowisata pada aspek socio entrepreneurship dan intrapreneurship guna mewujudkan Ekowisata di Desa Sugihwaras.

PENGARUH SERVICE QUALITY, PERCEIVED VALUE, TRUST, CUSTOMER SATISFACTION TERHADAP LOYALTY DI PATUNA TOUR & TRAVEL Arif Prabowo; Dien Mardhiyah
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 10, No 2 (2023): Volume 10, No. 2 Tahun 2023
Publisher : Fakultas Ekonomi dan Bisnis (FEB) Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v10i2.4515

This study examines the effect of service quality, perceived value, trust, and customer satisfaction on loyalty in Patuna Tour & Travel. The data analysis technique used in this study uses a partial least square. The sample used was 360 individual respondents or ex-pilgrims who had, at least twice, used the services of Patuna Tour & Travel in carrying out the Umrah pilgrimage. The results showed that service quality has a positive effect on perceived value, service quality has a positive effect on customer satisfaction, service quality has a positive effect on trust, perceived value has a positive effect on customer satisfaction, perceived value has a positive effect on trust, customer satisfaction has a positive effect on trust, trust has a positive effect positive on loyalty and customer satisfaction does not affect loyalty

The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty Dien Mardhiyah; Ali Imaduddin Futuwwah; Mohd Faiz Hilmi; Dinda Oktaviona Rosidi; Nur Habiba Zain
Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan) Vol. 16 No. 3 (2023)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v16i3.50867

Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of the activity in the online brand community on value co-creation practices to create brand trust and brand loyalty. Design/Methods/Approach: An online survey was conducted by distributing a questionnaire among 319 members of an online brand community. The collected data was analyzed using Structural Equation Modeling (PLS-SEM). Findings: Online brand communities influence value co-creation practices (social networking, community engagement, impression management, and brand use). In this study, social networking and impression management influence brand trust and brand loyalty. However, community engagement and brand use do not affect brand trust. The role of brand trust affects the creation of brand loyalty in online brand community members. Originality/Value: This study examines the effect of value co-creation practices in online brand communities on brand trust and brand loyalty in brand communities found in one country with a high collectivity level. Not all community value co-creation activities have the effect of creating brand trust due to conditions within the community. Practical/Policy implication: The practical implication is to guide marketers to pay attention to some value co-creation activities in online brand communities that can create brand trust in brand communities with a high culture of collectivity. Companies understand the dynamics of online brand communities and relevant strategies in high collectivity cultures, as well as leveraging the potential of social networks while overcoming the challenges posed by the abundance of information on the internet.

PEKALONGAN MSMEs PREPARE PRODUCTS TO PENETRATE THE HALAL MARKET AND ECOSYSTEM Dien Mardhiyah; Tika Widiastuti; Imron Mawardi; Sri Hartini; Dinda Oktaviona Rosidi; Nur Habiba Zain; Gita Apriwiliza
Jurnal Layanan Masyarakat (Journal of Public Services) Vol. 8 No. 1 (2024): JURNAL LAYANAN MASYARAKAT
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jlm.v8i1.2024.022-032

The low marketing literacy of MSMEs in Kaliombo Village, Pekalongan Regency, has resulted in low marketing activities such as packaging, product branding, and digital marketing. Apart from that, the literacy of MSME actors in the Village regarding halal products is still low, so they require readiness for the marketed products to comply with Government Regulations regarding Halal Product Guarantees. This government regulation requires that all products traded are halal so that they enter the halal ecosystem. This community service is carried out with training and mentoring activities to increase literacy regarding the importance of branding, packaging, digital marketing, and halal-haram to prepare MSME residents of Kaliombo Village to face competition in the market and enter the halal ecosystem. This empowerment includes socialization and assistance regarding concepts, uses, and how to apply branding, packaging, digital marketing, and halal-haram to the Kaliombo Village community farmer groups. This empowerment has an impact on increasing the competitiveness of MSMEs through optimizing brand design, packaging design, creating and developing social media accounts, and preparing to self-declare for halal certification permits for MSMEs.

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