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Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth

The purpose of this study was to analyze the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customers value was employed as an intervening variable. Both primary data and secondary data were employed. The secondary data were gathered usin...

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Main Authors: -, Megawati, -, Sri Megawati Elizabeth
Other Authors: Md Kassim, Fazdilah
Format: Book Section
Language:English
Published: UiTM Cawangan Johor 2019
Subjects:
Social aspects. Social marketing
Advertising
Online Access:http://ir.uitm.edu.my/id/eprint/39055/1/39055.pdf
http://ir.uitm.edu.my/id/eprint/39055/
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spelling my.uitm.ir.390552020-12-24T05:58:43Z http://ir.uitm.edu.my/id/eprint/39055/ Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth -, Megawati -, Sri Megawati Elizabeth Social aspects. Social marketing Advertising The purpose of this study was to analyze the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customers value was employed as an intervening variable. Both primary data and secondary data were employed. The secondary data were gathered using questionnaire which was distributed to the target respondents. The respondents were the users of cellular-phone card in Palembang. Using a convenience sampling technique, a total sample of 180 respondents was obtained. Data were analyzed using Structural Equation Modeling. The results showed that only community effect had a significant impact on customer value and WOM. The result indicated that this variable i.e. community effect is an important part for the customers and is a rapid way for the promoting the value of the product. Further, the result showed that customer value had a significant effect on WOM. UiTM Cawangan Johor Md Kassim, Fazdilah Ratan Singh, Deepak Singh M Ramakrishnan, Kamalanathan Sumery, Zuraidah Sarijari, Haniza Mohd Yusof, Fairuz Husna Amat, Dia Widyawati Kamaludin, Puteri Nur Hidayah Daud, Derwina 2019 Book Section PeerReviewed text en http://ir.uitm.edu.my/id/eprint/39055/1/39055.pdf -, Megawati and -, Sri Megawati Elizabeth (2019) Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth. In: The 6th International Accounting & Business Conference 2019. Secretariat of IABC 2019, 6th . UiTM Cawangan Johor, Segamat Johor, p. 91. IABC2019-080
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Social aspects. Social marketing
Advertising
spellingShingle Social aspects. Social marketing
Advertising
-, Megawati
-, Sri Megawati Elizabeth
Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth
description The purpose of this study was to analyze the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customers value was employed as an intervening variable. Both primary data and secondary data were employed. The secondary data were gathered using questionnaire which was distributed to the target respondents. The respondents were the users of cellular-phone card in Palembang. Using a convenience sampling technique, a total sample of 180 respondents was obtained. Data were analyzed using Structural Equation Modeling. The results showed that only community effect had a significant impact on customer value and WOM. The result indicated that this variable i.e. community effect is an important part for the customers and is a rapid way for the promoting the value of the product. Further, the result showed that customer value had a significant effect on WOM.
author2 Md Kassim, Fazdilah
author_facet Md Kassim, Fazdilah
-, Megawati
-, Sri Megawati Elizabeth
format Book Section
author -, Megawati
-, Sri Megawati Elizabeth
author_sort -, Megawati
title Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth
title_short Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth
title_full Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth
title_fullStr Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth
title_full_unstemmed Analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in Palembang City / Megawati and Sri Megawati Elizabeth
title_sort analysis of reputation effect, attractiveness of advertising and community effects on positive word of mouth with variable intervening customer values on users of gsm-based cellular cards in palembang city / megawati and sri megawati elizabeth
publisher UiTM Cawangan Johor
publishDate 2019
url http://ir.uitm.edu.my/id/eprint/39055/1/39055.pdf
http://ir.uitm.edu.my/id/eprint/39055/
_version_ 1687396737479606272
score 13.211869

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