Dapatkah Altruism Mendorong Konsumen Untuk Melakukan e-WOM?
DOI:
https://doi.org/10.31949/entrepreneur.v4i1.3629Abstract
Before the internet appeared, consumers usually talked about various kinds of products
and services directly or face to face. This can be considered as word of mouth (WOM)
communication. However, along with the internet, there has been a shift related to word
of mouth (WOM) to electronic word of mouth (e-WOM). e-WOM is carried out based on
experiences related to feelings after using a product or service. Usually consumer
feelings will lead to a sense of satisfaction or not after using a product or service. In
carrying out e-WOM activities, everyone must have different goals which are in
accordance with the motivation of each individual. One thing that is considered
important when doing e-WOM is altruism motivation.
This study aims to determine the effect of altruism on consumer behavior to share eWOM. This type of research is classified as associative research. The population in this
study are all students of the Faculty of Economics and Business, Majalengka University
who use Tokopedia e-commerce. The sample in this study amounted to 100 people who
were taken using accidental sampling technique. The data analysis method used
multiple linear regression analysis which first tested the research instrument and the
classical assumption test, then tested the hypothesis of the SPSS 21 program.
Based on the hypothesis test, it was found that altruism motivation has a positive and
significant effect on e-WOM behavior. That is, the higher the altruism possessed by
consumers, the higher the willingness of consumers to carry out e-WOM on Tokopedia
e-commerce.
Keywords:
e-WOM; Altruism; e-CommerceDownloads
References
Ahmad, R., & Febrina, D. 2018. Motif Melakukan Electronic Word Of Mouth oleh Konsumen. CoverAge: Journal of Strategic Communication, 8(2), 1-13.
Filieri, R., McLeay, F., Tsui, B., & Lin, Z. 2018. Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services, Information Management. 1-14. https://doi.org/10.1016/j.im.2018.04.010.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. 2010. e-WOM Scale: word of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences De LAdministration, 27(1), 5–23. Doi: 10.1002/CJAS.129.
Sari, I. P., Riyadi, W., & Rahman, E. (2023). The Effect of the Effectiveness of Accounting Information Systems and the Use of Accounting Information Technology on Individual Performance at Perumda BPR Majalengka. Finance and Business Management Journal, 1(1), 56-63.
Mahiri, E. A., Rahmayani, M. W., & Lestari, A. G. (2023, July). The Effect of Company Size and Macro Economy on Financial Distress. In Journal of International Conference Proceedings (Vol. 6, No. 2, pp. 189-199).
Hernita, N., Rahmayani, M. W., Riyadi, W., & Hakim, A. (2023, April). The Role of Business Fields in Increasing West Java Economic Growth Post Covid-19. In Kilisuci International Conference on Economic & Business (Vol. 1, pp. 42-47).
Hernita, N., & Ginanjar, Y. (2021, April). Managerial Aspect and Digital Marketing of Micro, Small and Medium Enterprises in West Java. In IOP Conference Series: Earth and Environmental Science (Vol. 748, No. 1, p. 012035). IOP Publishing.
Ginanjar, Y., Lestari, A. G., Mulyani, H. S., Rahmayani, M. W., Hernita, N., & Riyadi, W. (2023). Identification of the Ability of External Auditors to Detect Audit Fraud. International Journal of Professional Business Review, 8(6), e02252-e02252.
Lestari, A. G., Riyadi, W., Rahmayani, M. W., Hernita, N., Mulyani, H. S., & Ginanjar, Y. (2022). Murabaha Financing in Sharia Commercial Banks Through Third Party Funds and Own Capital. ITALIENISCH, 12(1), 679-684.
Magribi, R. M., Hernita, N., & Kusumadewi, R. N. (2023). Asset Structure, Dividend Policy, and Sales Growth Influence on Stock Prices. International Journal of Professional Business Review, 8(7), e02254-e02254.
Nur, L. Z., Riyadi, W., & Hernita, N. (2023, August). Effect of Gross Profit Margin and Dividend Policy on Stock Price (Case Study of Food and Beverage Companies Listed on the IDX for the 2016-2021 Period). In Journal of International Conference Proceedings (Vol. 6, No. 2, pp. 222-231).
Lestari, A. G., Riyadi, W., Rahmayani, M. W., Hernita, N., Mulyani, H. S., & Ginanjar, Y. (2022). Murabaha Financing in Sharia Commercial Banks Through Third Party Funds and Own Capital. ITALIENISCH, 12(1), 679-684.
Mulyani, H. S., Prihartini, E., Afipah, A., & Ghassani, A. (2023, October). Taxes, Tunneling and Exchange Rate on Transfer Pricing Decisions. In Journal of International Conference Proceedings (Vol. 6, No. 3, pp. 316-325).
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. 2010. Multivariate Data Analysis. 7th edn. New York: Pearson.
Hennig‐Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D.D. 2004. Electronic word‐of‐mouth via consumer‐opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18 (1), 38–52. Doi: 10.1002/dir.10073.
Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. 2017. Electronic Word-of-Mouth in the Marketing Context: A State of the Art Analysis and Future Directions, Springer. DOI: 10.1007/978-3-319-52459-7_1.
Jalilvand, M. R., & Samiei, N. 2012. The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile. Marketing Intelligence & Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946.
Kim, E.E.K. 2017. The impact of restaurant service experience valence and purchase involvement on consumer motivation and intention to engage in eWOM. Journal of Quality Assurance in Hospitality and Tourism, 18(3), 259-281. DOI: 10.1080/1528008X.2016.1213687.
Luarn, P., Yang, J.C., & Chiu, Y.P. 2015. Why people check in to social network sites. International Journal of Electronic Commerce, 19(4), 21-46. DOI: 10.1080/10864415.2015.1029353.
Nam, K., Baker, J., Ahmad, N., & Goo, J. 2018. Dissatisfaction, disconfirmation, and distrust: An empirical examination of value codestruction through negative electronic word-of-mouth (Ewom). Information Systems Frontiers, 1–18. DOI: 10.1007/s10796-018-9849-4.
Peter, J.P., & Jerry C. Olson, J.C. 2018. Perilaku Konsumen dan Strategi Pemasaran Edisi 9. Jakarta: Salemba Empat.
Puspitasari, F.I., Soebandhi, S., Subagyo, D.H., & Nugroho, A. 2019. Altruism and Egoism in e-WOM: The moderating effect of Facebook perceived ease of use. International Seminar on Application for Technology of Information and Communication (iSemantic), 536-541.
Reimer, T., & Benkenstein, M. 2016. Altruistic eWOM marketing: more than an alternative to monetary incentives. Journal of Retailing and Consumer Services, Vol. 31, 323-333. http://dx.doi.org/10.1016/j.jretconser.2016.04.003.
Rusdiana, A., Suroso, A., & Suwandari, L. 2020. The Effect of e-WOM Source Credibility on Purchase Intentions with Consumer Involvement as a Moderating Variable. International Conference on Rural Development and Enterpreneurship 2019 : Enhancing Small Busniness and Rural Development Toward Industrial Revolution 4.0, 5(1), 848-861.
Andayani, S. A., Umyati, S., Dinar, Tampubolon, G. M., Ismail, A. Y., Dani, U., ... & Turnip, A. (2022). Prediction model for agro-tourism development using adaptive neuro-fuzzy inference system method. Open Agriculture, 7(1), 644-655.
Magribi, R. M., Hernita, N., & Kusumadewi, R. N. (2023). Asset Structure, Dividend Policy, and Sales Growth Influence on Stock Prices. International Journal of Professional Business Review, 8(7), e02254-e02254.
Ginanjar, Y., Lestari, A. G., Mulyani, H. S., Rahmayani, M. W., Hernita, N., & Riyadi, W. (2023). Identification of the Ability of External Auditors to Detect Audit Fraud. International Journal of Professional Business Review, 8(6), e02252-e02252.
Lestari, A. G., Riyadi, W., Rahmayani, M. W., Hernita, N., Mulyani, H. S., & Ginanjar, Y. (2022). Murabaha Financing in Sharia Commercial Banks Through Third Party Funds and Own Capital. ITALIENISCH, 12(1), 679-684.
Rahmayani, M. W., Hernita, N., & Riyadi, W. (2023). Company Size and Profitability Against Tax Avoidance in Coal Sector Mining Companies Listed on the IDX in 2018-2021. International Journal of Professional Business Review, 8(8), e03262-e03262.
Hernita, N., Rahmayani, M. W., Riyadi, W., & Hakim, A. (2023, April). The Role of Business Fields in Increasing West Java Economic Growth Post Covid-19. In Kilisuci International Conference on Economic & Business (Vol. 1, pp. 42-47).
Sulaksana, J., Susanto, H., & Umyati, S. (2023). Level Of Implementation Of Integrated Farming (A Case in P4S An-Nabawie Agrolestari Majasuka Village Palasah District Majalengka Regency). International Journal of Advanced Multidisciplinary, 2(2), 458-465.
Rizqi, M. F., Herdianto, W. P., & Nuruddin, A. (2022). The educational role of Majelis Ta'lim Al-Mubaroq in an effort to increase community worship in Cijati village, Majalengka Regency. International Journal of Educational Qualitative Quantitative Research (IJE-QQR), 1(1), 1-7.
Amin, M. A. S. (2022). The Effect of Political Communication on Community Participation in Village Development Planning. resmilitaris, 12(3), 3639-3653.
Mulyani, H. S., Prihartini, E., Afipah, A., & Ghassani, A. (2023, October). Taxes, Tunneling and Exchange Rate on Transfer Pricing Decisions. In Journal of International Conference Proceedings (Vol. 6, No. 3, pp. 316-325).
Fauzi, H., Juniarti, A. T., & Sudirman, I. (2023). Competency, Entrepreneurial Leadership, Commitment and Their Impact on Performance through Village Governance. Jurnal Manajemen Bisnis, 10(1), 66-76.
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Alan Rusdiana, L Suparto, Deni Istiono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
COPYRIGHT NOTICE
An author who publishes in the Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan agrees to the following terms:
1. Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
2. The author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgment of its initial publication in this journal.
3. The author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work
