Erhan, Trihadi Pudiawan and Purnamaningsih, Purnamaningsih and Rizkalla, Nosica (2020) Brand’s Cool Dimension Effect on Customer Satisfaction and Its Implication to Visual E-WoM. IJNMT (International Journal of New Media Technology), 6 (2). pp. 81-86. ISSN 2355-0082
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PEER REVIEW JURNAL BRANDS COOL DIMENSION EFFECT ON COSTUMER SATISFACTION AND ITS IMPLICATION TO VISUAL E-WOM.pdf Download (350kB) | Preview |
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Nosica Rizkalla - PEER REVIEW JURNAL BRAND'S COOL DIMENSION EFFECT ON COSTUMER STATISFACTION AND ITS IMPLICATION TI VISUAL E-WOM.pdf Download (342kB) | Preview |
Abstract
As Word of Mouth (WOM) progress as one of the most potent marketing instruments, millennials are a vital contributor to the growth of eWOM. Considering how powerful eWOM is and the significance of millennials as the generation that derives the transformation of eWOM as the primary source of information for the customer, it is important to know the variables that drive millennial customers desire to provide information about product and service through their own social media account. This study then employed structural equation modeling to analyze the data. This study finds that out of the two, cool factors only hedonic cool is proven to have a positive and significant influence on customer satisfaction. The other finding is that active Visual eWOM activity of customer are positively influenced by customer satisfaction.
| Item Type: | Article |
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| Subjects: | 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) |
| Divisions: | Faculty of Business > Management |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 12 Dec 2021 08:40 |
| Last Modified: | 01 Jun 2022 06:22 |
| URI: | https://kc.umn.ac.id/id/eprint/19492 |
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