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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 analyse the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customer’ 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
Format: Article
Language:English
Published: UiTM Cawangan Johor 2020
Subjects:
Social aspects. Social marketing
Advertising
Online Access:http://ir.uitm.edu.my/id/eprint/43101/1/43101.pdf
http://ir.uitm.edu.my/id/eprint/43101/
https://insightjournal.my/
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spelling my.uitm.ir.431012021-03-12T02:35:10Z http://ir.uitm.edu.my/id/eprint/43101/ 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 analyse the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customer’ 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 cards 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 promoting the value of the product. Furthermore, the result showed that customer value had a significant effect on WOM. UiTM Cawangan Johor 2020 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/43101/1/43101.pdf Megawati and Sri Megawati Elizabeth (2020) 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. Insight Journal: International, Refereed, Open Access, Online Journal, 6 (27). pp. 270-276. ISSN 2600-8564 https://insightjournal.my/
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 analyse the impact of reputation, advertising attractiveness, and also community effect on Positive Word of Mouth (WOM). Customer’ 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 cards 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 promoting the value of the product. Furthermore, the result showed that customer value had a significant effect on WOM.
format Article
author Megawati
Sri Megawati Elizabeth
author_facet 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 2020
url http://ir.uitm.edu.my/id/eprint/43101/1/43101.pdf
http://ir.uitm.edu.my/id/eprint/43101/
https://insightjournal.my/
_version_ 1695534647330471936
score 13.211869

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