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All Journal Warta Ikatan Sarjana Komunikasi Indonesia Asia Pacific Journal of Management and Education
Safitri, Susiana Nur
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Education Languange, Linguistic, Communication & Media Other

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The Influence of Electronic Word of Mouth (eWOM) in Enhancing the Program Registration Applicants of a Youth Organization Safitri, Susiana Nur; Sultan, Sultan
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 1 (2024): March 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i1.2939

Abstract

The study explores the impact of electronic word-of-mouth (e-WOM) on the decision- making process of registering for the AIESEC 2021 program. Conducted using a quantitative survey method, the research applies marketing communication theory to understand the influence of e-WOM on consumer behavior. Surveying 75 registrants from the UPN "Veteran" Yogyakarta class of 2021, the findings reveal a significant and robust positive correlation (0.797) between e-WOM and registration decisions, as confirmed by the Product Moment Correlation Test. Additionally, the statistical significance of this relationship is supported by the t Test (p < 0.05), with the F Test indicating that e- WOM contributes significantly to decision- making, accounting for 62.9% of the variance. However, 37.1% of decision- making factors remain unexplored. These results highlight the pivotal role of e-WOM in shaping consumer decisions, particularly in the context of registering for programs such as JOIN AIESEC 2021. Understanding and leveraging e-WOM can thus be crucial for organizations seeking to enhance their marketing strategies and attract participants to their programs.
The Influence of Electronic Word of Mouth (eWOM) in Enhancing the Program Registration Applicants of a Youth Organization Safitri, Susiana Nur; Sultan, Sultan
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 1 (2024): March 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i1.2939

Abstract

The study explores the impact of electronic word-of-mouth (e-WOM) on the decision-making process of registering for the AIESEC 2021 program. Conducted using a quantitative survey method, the research applies marketing communication theory to understand the influence of e-WOM on consumer behavior. Surveying 75 registrants from the UPN "Veteran" Yogyakarta class of 2021, the findings reveal a significant and robust positive correlation (0.797) between e-WOM and registration decisions, as confirmed by the Product Moment Correlation Test. Additionally, the statistical significance of this relationship is supported by the t Test (p 0.05), with the F Test indicating that e-WOM contributes significantly to decision-making, accounting for 62.9% of the variance. However, 37.1% of decision-making factors remain unexplored. These results highlight the pivotal role of e-WOM in shaping consumer decisions, particularly in the context of registering for programs such as JOIN AIESEC 2021. Understanding and leveraging e-WOM can thus be crucial for organizations seeking to enhance their marketing strategies and attract participants to their programs.
Pengaruh Kompetensi Komunikasi Hati terhadap Perilaku Silent Treatment Safitri, Susiana Nur; Lestari, Puji; Suryawijaya, Priyahita Garmadyuti; Adzka, Nadia
Warta Ikatan Sarjana Komunikasi Indonesia Vol 7, No 2 (2024): Desember 2024
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/wartaiski.v7i2.303

Abstract

Saat ini sering sekali anak muda melakukan silent treatment kepada orang lain atas dasar suatu permasalahan tertentu, sehingga orang lain merasa bahwa dirinya dikucilkan dan diisolasi. Hal tersebut memiliki peran yang sangat krusial dalam komunikasi interpersonal. Penelitian ini bertujuan untuk mengeksplorasi pengaruh kompetensi komunikasi hati terhadap perilaku silent treatment pada mahasiswa Hubungan Masyarakat Universitas Pembangunan Nasional (UPN) Veteran Yogyakarta angkatan 2021. Menggunakan metode penelitian kuantitatif dengan analisis regresi sederhana. Hasil penelitian menunjukkan bahwa uji F kedua variabel memiliki pengaruh secara signifikan, dengan nilai F hitung (65,162) yang jauh lebih besar daripada F tabel (4,00). Dengan demikian, dapat disimpulkan bahwa mahasiswa program studi Hubungan Masyarakat angkatan 2021 UPN Veteran Yogyakarta menunjukkan pengaruh kompetensi komunikasi hati terhadap perilaku silent treatment. Penelitian ini memberikan sumbangan pengetahuan mengenai dampak kompetensi komunikasi hati terhadap munculnya perilaku silent treatment. Oleh karena itu, perlu adanya peningkatan dalam kompetensi komunikasi hati guna mengurangi kemungkinan terjadinya silent treatment.
Co-Authors Adzka, Nadia PUJI LESTARI Sultan Sultan Suryawijaya, Priyahita Garmadyuti