DUAL EFFECT KEPERCAYAAN DIRI KONSUMEN TERHADAP WORD OF MOUTH PADA KONSUMEN DI SURABAYA
Abstract Views:
138 times
PDF - FULL TEXT Downloads:
141 times
Abstract
Abstrak ± Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan diri konsumen yaitu Social Consumer Confidence dan Personal Consumer Confidence terhadap Word of Mouth. Kepercayaan diri dinilai berdasarkan kepribadian Extraversion dan Neuroticism yang ada pada diri konsumen. Hasilnya adalah hanya Social consumer confidence yang memiliki nilai signifikan terhadap produksi WOM sedangkan personal consumer confidence tidak memiliki pengaruh terhadap WOM. Hal ini berarti, semakin tinggi kepercayaan diri konsumsi secara sosial pada seseorang akan semakin besar kecenderungan untuk melakukan word of mouth. Dilihat secara penuh seluruh hasil penelitian, dapat diketahui bahwa extraversion memiliki kontribusi positif terhadap social consumer confidence dan neuroticism memiliki kontribusi negatif terhadap social consumer confidence. Dengan demikian, dapat diketahui social consumer confidence konsumen dipengaruhi oleh kedua jenis kepribadian tersebut. Selanjutnya tinggi rendahnya social consumer confidence akan berdampak pada tinggi rendahnya word of mouth.
Kata kunci: word of mouth, consumer self-confidence, Extraversion, Neuroticism.
Abstract ± This study aims to determine the influence of consumer confidence that is Social Consumer Confidence and Personal Consumer Confidence against Word of Mouth. Confidence is judged on the personality of Extraversion and Neuroticism in the consumer. The result is only Social consumer confidence that has a significant value to WOM production while personal consumer confidence has no influence on WOM. This means, the higher the confidence of social consumption in a person will the greater tendency to do word of mouth. Viewed in full all the research results, it can be seen that extraversion has a positive contribution to social consumer confidence and neuroticism have a negative contribution to social consumer confidence. Thus, it can be known consumer social consumer confidence is influenced by both types of personality. Furthermore, the high level of social consumer confidence will affect the high level of word of mouth.
Keywords: word of mouth, consumer self-confidence, Extraversion, Neuroticism.
Downloads
References
Akert, R.M. dan Panter, A.T., 1988, Extraversion and The Ability to Decode Nonverbal Communication, Personality and Individual Differences, Vol 9: 956-972
Arndt, J., 1967, Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, Vol. 4: 291-295
Bearden, W.O., Hardesty, D.M. dan Rose, R.L., 2001, Consumer SelfǦ Confidence: Refinements in Conceptualization and Measurement, Journal of Consumer Research, Vol 29: 121-134
Buttle, F.A., 1998, Word of mouth: understanding and managing referral, Journal of Marketing Research, Vol. 6: 241-254
Chelminski, P. dan Coulter, R.A., 2007, On Market Mavens and Consumer Self-Confidence: A Cross-Cultural Study, Psychology and Marketing, Vol 24: 69-91
Cheng, H. dan Furnham, A., 2002, Personality, peer relations, and selfconfidence as predictors of happiness and loneliness, Journal of Adolescene, Vol 25: 327-339
Costa, P.T dan McCrae, R.R., 1992, Normal Personality Assessment in Clinical Practice: The NEO Personality Inventory, Psychological Assesment, Vol 4: 5-13
Feick L.F. dan Price, L.L., 1987, The Market Maven: A Diffuser of Marketplace Information, Journal of Marketing, Vol 1: 83-97
Feist, J. dan Feist, G.J., 2008, Theories of Personality, Seven Edition, United State of America, McGraw-Hill
Goldsmith, R.E., Flynn, L.R. dan Goldsmith, E.B., 2003, Innovative Consumers and Market Mavens, Journal of Marketing Theory and Practice, Vol 11: 54-65
Goodey, C. dan East, R., 2008, Testing the market maven concept, Journal of Marketing Management, Vol 24: 265-282
Goyette, I., Ricard, L., Bergeron, J., dan Marticotte, F., 2010, e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context, Journal of Administration Sciences, Vol. 6: 241-254
Grace, D. dan O¶Cass, A., 2005, Service branding: consumer verdicts on service brands, Journal of Retailing and Consumer Services, Vol 12: 125-139
Harrison-Walker, L.J., 2001, The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents, Journal of Services Research, Vol 4:60-75
John, O.P., Robins, R.W. dan Pervin, L.A., 2008, Handbook of Pesonality, Third Edition, New York, The Guilford Press
Kotler, P. dan Keller, K.L., 2012, Marketing Management, 14 Edition, New Jersey, Prentice Hall
Liu, Y., 2006, Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue, Journal of Marketing, Vol 70: 74-89
Manglod, W.G., Miller, F. dan Brockway, G.R., 1999, Word-of-mouth communication in the service marketplace, Journal of Services Marketing, Vol 13: 73-89
Mazzarol, T., Sweeney, J.C. dan Soutar, G.N., 2007, Conceptualizing word-ofmouth activity, triggers and conditions: an exploratory study, European Journal of Marketing, Vol 13: 73-89
McCrae, R.R., Gaines, J.F. dan Wellington, M.A., The Five-Factor Model in Fact and Fiction, Journal of Personality, Vol 4: 65-91
Mehrad, D. dan Mohammadi, S., 2016, Word of Mouth Impact on The Adoption of Mobile Banking in Iran, Telematics and Informatics, Vol. 34: 1351-1363
Mowen, J.C., Park, S. dan Zablah, A., 2007, Toward a theory of motivation and personality with application to word-of-mouth communications, Journal of Business Research, Vol 60: 590-596
Olsen, J.E. Thompson, K.J. dan Clarke, T.K., 2003, Consumer SelfConfidence in Wine Purchases, International Journal of Wine Marketing, Vol 15: 40-51
Paridon, T.J., 2008, Consumer Self-Confidence And Patronage Intensity Heuristics In Shopping Focused Word Of Mouth Communication, Marketing Management Journal, Vol 18: 84-99
Paridon, T.J., Carraher, S. dan Carraher S.C., 2006, The Income Effect in Personal Shopping Value, Consumer Self-Confidence, and Information Sharing (Word of Mouth Communication) Research, Academy of Marketing Studies Journal, Vol 10: 107-124
Parker, D., MacDonald, L., Sutcliffe, P. dan Rabbitt, P., 2001, Confidence and The Older Driver, Ageing and Society, Vol 21: 169-182
Ranaweera, C. dan Prabhu, J., 2003, On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth, Journal of Targeting, Measurement and Analysis for Marketing, Vol 12: 82-90
Scaefer, P.S. Williams, C.C. Goodie, A.S. dan Campbell, W.K., 2004, Overconfidence and the Big Five, Journal of Research in Personality, Vol 38: 473-480
Wien, A.H., Olsen, S.O., 2014. Understanding The Relationship Between Individualism and Word of Mouth: A Self-Enhancement Explanation. Psych. Mark. 31 (6),416±425.
Wien, A.H. dan Olsen, S.O., 2017, Producing word of mouth ± a matter of self-confidence? Investigating a dual effect of consumer self-confidence on WOM, Australasian Marketing Journal, Vol.25: 38-45
Wijanto, Setyo Hari, 2008, Structural Equation Modeling dengan Lisrel 8.8 Konsep dan Tutorial, Yogyakarta, Graha Ilmu.
SWA, 2015, Bukan Sekedar Word of Mouth, Tetapi Worth of Mouth, SWA, p.28-75
https://marketing.co.id/pentingnya-promosi-word-of-mouth/ (Diunduh pada 29 April 2018)
https://www.impactbnd.com/blog/word-of-mouth-marketing-strategiesinfographic (Diunduh pada 29 April 2018)
http://www.nielsen.com/id/en/press-room/2015/REKOMENDASI-WORDOF-MOUTH-MASIH-MENJADI-IKLAN-PALING-DIPERCAYAOLEH-KONSUMEN-ASIA-TENGGARA.html (Diunduh pada 29 April 2018)
http://www.vulture.com/2018/02/the-sneaky-slow-burn-success-of-thegreatest-showman.html (Diunduh pada 29 April 2018)
https://www.vox.com/2018/3/9/17029684/greatest-showman-musical-successexplained-efron-jackman-box-office-circus-musical (Diunduh pada 29 April 2018)
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
