Electronic Word of Mouth (eWOM): Menguji Pengaruh Pengalaman Positif, Persepsi Kualitas dan Kepercayaan. Studi Kasus: Restoran di Labuhanbatu

Yudi Prayoga, Muhammad Yasir Arafat Pohan


Compared to traditional methods, the Internet as a means of communication offers several advantages such as constant availability of information, efficient transfer of information and interactivity. In the context of the culinary business, the contribution of customers who want to spread positive information about restaurants is certainly very large. According to the literature, it was also conveyed that consumers believed in previous consumer experiences more than the advertisements delivered by the company. This study wants to examine the role of positive experience variables, perceived quality and trust in the eWOM behavior of restaurant customers in Labuhanbatu. The study used a quantitative approach using a questionnaire as a data collection tool. Questionnaires were distributed via google form to respondents. Respondents in this study were restaurant customers in Labuhanbatu who had carried out eWOM activities to the people around them. This study uses the SEM analysis method with the help of SMART PLS 3 software. The results of this study indicate that all predictive variables analyzed have a positive and significant influence on positive eWOM behavior in the context of a restaurant in Labuhanbatu.


e-wom; positive experience; trust; perceived quality.

Full Text:



Alvesson, M., & Willmott, H. (Eds.) 2003. Studying management critically. SAGE Publications Ltd, https://dx.doi.org/10.4135/9781446220030

Anderson, E. W. 1998. Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.

Arndt, J. 1967, Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4, 291-295.

Arnould, E. J., and Price, L. L. 1993. River magic: extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24-45.

Asshidin, Nor Hazlin & Abidin, Nurazariah & Borhan, Hafizzah. 2016. Perceived Quality and Emotional Value that Influence Consumer's Purchase Intention towards American and Local Products. Procedia Economics and Finance. 35. 639-643. 10.1016/S2212-5671(16)00078-2.

Baker DA, Fesenmaier DR. Effects of Service Climate on Managers’ and Employees’ Rating of Visitors’ Service Quality Expectations. 1997, Journal of Travel Research. 36(1), 15-22. doi:10.1177/004728759703600103

Ballester, Elena & Munuera-Alemán, Jose-Luis & Yagüe, María. 2003. Development and validation of a trust scale. International Journal of Market Research. 45. 35-56.

Brakus, J.J., Schmitt, B.H., and Zarantonello, L. 2009. Brand Experience: What is it? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73, 52-68.

Chaudhuri, Arjun & Holbrook, Morris. 2001. The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of marketing. 65. 81-93. 10.1509/jmkg.

Chembri, S., and Sandberg, J. 2002. Service quality and the consumer's experience: towards an interpretive approach. Marketing theory, 2(2), 189-205.

Christensen, Clayton & Overdorf, Michael. 2000. Meeting the Challenge of Disruptive Change. Harvard Business Review. 78. 67-76.

Contu, Alessia & Willmott, Hugh. 2003. Re-Embedding Situatedness: The Importance of Power Relations in Learning Theory. Organization Science. 14.

Erdem, Tülin & Swait, Joffre. 2004. Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research - J Consum Res. 31. 191-198. 10.1086/383434.

Esch, Franz-Rudolf & Langner, Tobias & Schmitt, Bernd & Geus, Patrick. 2006. Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases. Journal of Product &amp Brand Management. 15. 98-05. 10.1108/10610420610658938.

Fournier, Susan. 1998. Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research. 24. 343-73. 10.1086/209515.

Garvin, D. A. 1983. Quality on the line. Harvard Business Review, 61, 64-75

Goyette, I., Ricard, L, Bergeron, J., and Marticotte, F. 2010. e-WOM Scale: Word of Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, 27(1), 5-23.

Ha, Jooyeon & Jang, Soocheong. 2010. Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management. 29. 520-529. 10.1016/j.ijhm.2009.12.005.

Hair, Joseph F, Back, C William Babin, B. J., & Anderson, R. E. 2014. Multivariate Data Analysis, Joseph F. Hair Jr. William C. Black Seventh Edition. Essex: Pearson Education Limited.

Hawkins, Nicole & Richards, P. Scott & Granley, H & Stein, David. 2004. The Impact of Exposure to the Thin-Ideal Media Image on Women. Eating disorders. 12. 35-50. 10.1080/10640260490267751.

Henseler, J., Ringle, C.M. and Sinkovics, R.R. 2009, The use of partial least squares path modeling in international marketing, in Sinkovics, R.R. and Ghauri, P.N. (Eds), Advances in International Marketing, Emerald, Bingley, pp. 277-320.

Holbrook, M. B., and Hirschman, E. C. 1982. The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 132-140.

Kotler, P., Armstrong, G., Kotler, P., & Kotler, P. 2012. Principles of marketing. Boston, Pearson Prentice Hall.

Kuenzel, S., & Krolikowska, E. 2008. The effect of bonds on loyalty towards auditors: The mediating of commitment. The Service Industries Journal

Litvin, S.W., Goldsmith, R.E., Pan, B., 2008. Eletrontic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468.

Liu, Yinghua & Jang, Soocheong. 2009. Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions?. International Journal of Hospitality Management. 28. 338-348. 10.1016/j.ijhm.2008.10.008.

Saleem, Abdul Ghafar, Muhammad Ibrahim, Muhammad Yousuf, Naveed Ahmed, Asma. 2015, Product Perceived Quality and Purchase Intention with Consumer Satisfaction. Global Journal of Management And Business Research

Schembri, Sharon & Sandberg, Jörgen. 2002. Service Quality and the Consumer's Experience: Towards an Interpretive Approach. Marketing Theory.

Schiffman dan Kanuk. 2008. Perilaku konsumen. Edisi 7. Jakarta: Indeks

Sekaran, U & Bougie, R. 2016. Research Methods For Business (Seventh). Willy.

Sen, S. and Lerman, D. 2007, Why are you telling me this? An examination into negative consumer reviews on the web, Journal of Interactive Marketing, 21(4), 76-94.

Serra-Cantallops, A., Ramón Cardona, J., & Salvi, F. 2020. Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences. International Journal of Contemporary Hospitality Management

Singh, J., & Sirdeshmukh, D. 2000. Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150– 167.

Walker, L. Jean. 2001. The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents. Journal of Service Research - J SERV RES. 4. 60-75

Yaseen, Nazia & Tahira, Mariam & Gulzar, Amir & Anwar, Ayesha. 2011. Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention: A Resellers' View. 3.

Zeithaml, Valarie. 1988. Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. 52.

DOI: http://dx.doi.org/10.33087/jmas.v7i1.393


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jmas.unbari@gmail.com

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.