THE INFLUENCE OF E-WOM AND CORPORATE REPUTATION ON DOWNLOAD INTENTION

Budi Christanto, Caroline Fransisca, Kristin Nomleni, Michael Vikend Cu

Abstract


One of the competent institutions for character development and human resource development is higher education. A higher education institution can be considered of high quality if it has the appropriate techniques in processing all supporting elements, including good coordination systems between the university and students, as well as between students and the university as a form of preparing human resources that can compete. Along with the development of time in supporting natural resource management and accompanied by rapid technological development, various alternative local applications have emerged according to the urgent needs in maximizing the performance of a company, especially in terms of coordination. Universitas Bunda Mulia itself has provided an application for users in the academic environment, specifically students. This research aims to determine the impact of EWOM and Corporate Reputation on the intention to download the Universitas Bunda Mulia application. The approach used in this research is quantitative with regression tests. Our target sample is Universitas Bunda Mulia students and alumni. The sampling technique we used is the convenience sampling method with multiple regression analysis as a data analysis method.


Keywords


Marketing Communication; Management; E-WOM; Corporate Reputation; Purchase Intention; Communication Science.

Full Text:

PDF

References


Ardianto, E. (2010). Metodologi Penelitian Untuk Public Relations Kuantitatif dan Kualitatif. Bandung: Simbiosa Rekatama Media.

Cheung, C. M. K., & Thadani, D. R. (2010). The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis.

Erkan, I. (2016). The Influence of Electronic Word of Mouth in Social Media on Consumers’ Purchase Intention. Brunei Business School, Brunei Darussalam.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. Retrieved from https://doi.org/10.1016/j.intmar.2013.12.002

Lin, C., Wu, Y.-S., & Chen, J.-C. V. (2013). Electronic Word-of-Mouth: The moderating roles of product involvement and brand image. . In International Conference on Technology Innovation and Industrial Management (pp. 29–31). Phuket.

Park, C., & Lee, J. (2008). EWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Application, 7(4), 386–398.

Park, D.-H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148. Retrieved from https://doi.org/10.2753/JEC1086-4415110405

Wang, Y., & Rodgers, S. (2011). Electronic Word of Mouth and Consumer Generated Content: From Concept to Application. In Information Science Reference.


Article Metrics

Abstract has been read : 432 times
PDF file viewed/downloaded: 0 times


DOI: http://doi.org/10.25273/capital.v7i2.16541

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Capital is indexed by: