JURNAL MANAJEMEN MOTIVASI
Vol 21 No 1 (2025): Jurnal Manajemen Motivasi

eWOM dan Niat Adopsi Starlink: Studi pada Generasi Milenial di Indonesia

Christianto, Fendy (Unknown)
Wahab, Zakaria (Unknown)
Shihab, Muchsin Saggaff (Unknown)
Hanaļ¬, Agustina (Unknown)

Article Info

Publish Date
30 Jun 2025

Abstract

This study examines the influence of electronic word of mouth (eWOM) on the intention to adopt Starlink among Indonesian millennials, with subjective norms and perceived risk as mediators. An online survey of 340 respondents was analyzed using PLS-SEM. Results reveal that eWOM indirectly affects behavioral intention through both mediators. These findings highlight the importance of social and psychological perceptions in shaping technology adoption intention and offer strategic insights for tech companies to design effective digital communication.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...