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All Journal Jurnal Manajemen Media Riset Bisnis & Manajemen
Rakhdiny Sustaningrum
Faculty of Economics and Business, Atma Jaya Catholic University of Indonesia
Economics, Econometrics & Finance

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Millennials Intention To Purchase Online Travel Agent Products: Moderation Analysis Syarief Darmoyo; Rakhdiny Sustaningrum
Jurnal Manajemen Vol. 26 No. 2 (2022): June 2022
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v26i2.890

Abstract

As technology develops, service users who utilize technology have increased along with the emergence of mobile phone application-based services such as social media, online games, and entertainment. However, technological developments are different from growth in the service sector. The RI service sector's productivity is relatively lower than other countries in ASEAN, where Indonesia is still struggling in the traditional service sector such as construction and trade. Digital marketing is one of the disruptive changes that significantly affect the image of a product. So the need for research on how effective strategies for the service sector are specifically for millennials. The purpose of this study was to determine the effect of social media and eWOM on millennial intentions to purchase online travel agent products and to analyze whether firm reputation moderates the influence of social media and eWOM on millennial intentions to purchase online travel agent products. Data collection was carried out using Google form on 270 millennials in Jabodetabek. Hierarchical regression analysis shows that social media and eWOM influence millennial intentions to purchase online travel agent products. Beside, firm reputation only moderates the influence of social media and eWOM on millennial intentions to purchase online travel agent products.
THE ROLE OF TRUST AND GENDER ON THE INFLUENCE OF SOCIAL MEDIA AND EWOM ON MILLENIALS' LOYALTY TO ONLINE TRAVEL AGENT: A MODERATED MEDIATION ANALYSIS Syarief Darmoyo; Rakhdiny Sustaningrum
Media Riset Bisnis & Manajemen Vol. 21 No. 1 (2021): Media Riset Bisnis & Manajemen
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (133.02 KB) | DOI: 10.25105/mrbm.v21i1.10419

Abstract

AbstractPurpose - study aims to analyze the role of trust and gender on the indirect effect of social media and EWOM on millennials' loyalty to OTA.Design/Methodology/Approach - The research method used was a survey with the google form as its research instrument - a total sample of 465 millennials selected through the purposive sampling technique. The collected data were then analyzed using the macro process for SPSS model 14.Findings-results show a direct effect of social media, EWOM, and trust on millennials' loyalty to OTA. Likewise, there is a direct influence of social media and EWOM on trust. Furthermore, the indirect effect of social media and EWOM on millennials' loyalty to OTA was mediated by trust. Finally, gender didn't moderate the indirect influence of social media and EWOM on millennials' loyalty to OTA through trust.Novelty/Value-Previous studies have analyzed the effect of indirect social media and EWOM on customer loyalty and purchase-decision involvement through trust. The current research seeks to deepen the analysis of these studies by including gender as a moderator of the indirect effect of social media and EWOM on customer loyalty through trust, so this research tries to integrate moderation analysis and mediation analysis into one research model.  AbstractTujuan - penelitian bertujuan untuk menganalisis peran kepercayaan dan gender pada pengaruh tidak langsung media sosial dan EWOM terhadap loyalitas milenial terhadap OTA.Desain/Metodologi/Pendekatan - penelitian yang digunakan adalah survei dengan instrumen penelitian google form - total sampel 465 milenial yang dipilih melalui teknik purposive sampling. Data yang terkumpul kemudian dianalisis menggunakan proses makro untuk SPSS model 14.Hasil temuan - menunjukkan pengaruh langsung media sosial, EWOM, dan kepercayaan terhadap loyalitas milenial terhadap OTA. Demikian juga, ada pengaruh langsung media sosial dan EWOM terhadap kepercayaan. Selanjutnya, pengaruh tidak langsung media sosial dan EWOM terhadap loyalitas milenial terhadap OTA dimediasi oleh kepercayaan. Terakhir, gender tidak memoderasi pengaruh tidak langsung media sosial dan EWOM terhadap loyalitas milenial terhadap OTA melalui kepercayaan.Novelty/Value - Penelitian-penelitian terdahulu telah menganalisis pengaruh tidak langsung social media dan EWOM terhadap customer loyalty dan purchase-decision involvement melalui trust. Penelitian saat ini berusaha memperdalam analisis penelitian-penelitian tersebut dengan memasukan variabel gender sebagai moderator pada pengaruh tidak langsung penggunaan social media dan EWOM terhadap customer loyalty melalui trust, sehingga penelitian ini mencoba untuk mengintegrasikan analisis moderasi dan analisis mediasi ke dalam satu model penelitian.
Co-Authors Syarief Darmoyo