PENGARUH PENGGUNAAN MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP NIAT PENGGUNAAN JASA KLINIK GIGI

PUTRI, CHATARINA DENYZA ITRANUS (2020) PENGARUH PENGGUNAAN MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP NIAT PENGGUNAAN JASA KLINIK GIGI. S2 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

Social media provides information about the entire world at any time and allows consumers to engage in effective two-way interaction and communication. Consumers gather information about companies or products via the internet, and EWOM has emerged as an important tool. This study aims to analyze the use of social media and electronic word of mouth (EWOM) on the intention to use dental clinic service both directly and indirectly mediated by trust and brand image. Research conducted in Yogyakarta involving 200 patients. Data obtained through a questionnaire which then tested validity and reliability. Data were analyzed using regression analysis with mediation. The result showed that social media usage influences the intention to use dental clinic service directly or indirectly mediated by trust. Electronic word of mouth influences the intention to use dental clinic service both directly and indirectly mediated by trust and brand image. The implications of findings of this research are relevant for managerial dental clinic in developing marketing strategies. For academics, the findings are expected to develop existing theories related to marketing and promotion strategies through social media and electronic word of mouth.

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