PENGARUH MODERASI NEUROTICISM TERHADAP HUBUNGAN CUSTOMER EMOTION KARENA KEGAGALAN LAYANAN DAN WORD OF MOUTH

PENGARUH MODERASI NEUROTICISM TERHADAP HUBUNGAN CUSTOMER EMOTION KARENA KEGAGALAN LAYANAN DAN WORD OF MOUTH

conventional word of mouth, online consumer behavior, electronic word of mouth, neuroticism,
millennial generation

Word of mouth becomes a channel for marketers to carry out marketing strategies, in addition to being a channel for marketers, word of mouth also becomes a channel for consumers to submit complaints about the services received. The rapid development of technology makes word of mouth originally conveyed by consumers directly develop into Electronic Word of Mouth (EWOM), where through this channel consumers can submit their complaints through social media and information provided by consumers can be reached by all people in each country. This study aims to determine whether Electronic Word of Mouth
is still running in conjunction with Conventional Word of Mouth (CWOM) and which has the largest contribution. Researchers used an online questionnaire survey using purposive sampling and millennial generation as respondents, so the final sample obtained was 239 questionnaires. This finding shows there is a correlation between all variables. Conventional Word of Mouth is
still a channel for consumers to spread negative reviews on services and have a greater contribution than the spread of reviews using Electronic Word of Mouth .

Nurul Shalin

http://jam.stieykpn.ac.id/index.php/jam/issue/view/131

STIE YKPN Yogyakarta

Agustus 2020

Sri Wahyuni

P ISSN 2621-7031
E ISSN 2621-704X

PDF

Indonesian

Text

Jurnal Akuntansi dan Manajemen STIE YKPN Yogyakarta 2020