SHERANITA EKA PRAMONO, FARIZA (2024) PENGARUH NEGATIVE ELECTRONIC WORD OF MOUTH (NEGATIVE E-WOM) TERHADAP BRAND SWITCHING (STUDI KASUS: SOMASI ESTEH INDONESIA DALAM PLATFORM X). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Electronic Word of Mouth (e-WOM) can have positive or negative impacts on a company. Positive e-WOM is beneficial, while negative e-WOM can be detrimental as bad reviews can influence potential customers, prompting them to seek alternatives or switch brands. On September 24, 2022, Esteh Indonesia came under scrutiny after issuing a legal notice to a customer who provided negative feedback. As a result, several customers and potential customers were discouraged from purchasing their products and contributed additional negative opinions regarding the sugar content in Esteh Indonesia's drinks. This situation may lead to customers switching to other brands. This study utilizes the S-O-R (Stimulus-Organism-Response) theory to examine this phenomenon. It employs a quantitative research approach with explanatory research. The sample for this study was obtained using non-probability sampling with purposive sampling techniques, involving 95 participants. The results show a linear relationship between variable X (Negative e-WOM) and variable Y (Brand Switching) with a significant impact. This aligns with the S-O-R theory, which describes how a stimulus (negative e-WOM) affects an organism (Esteh Indonesia's consumers) and generates a response (brand switching behavior). If the negative message is strong, it can drive consumers to switch brands. The findings indicate that the more negative messages circulate, the higher the likelihood of consumers deciding to switch brands. The coefficient of determination test also shows an R Square of 42.9% for brand switching, while 57.1% is influenced by other factors not examined in this study. This means that although negative e-WOM affects consumer behavior by 42.9%, this stimulus is not entirely dominant, and additional factors are needed to trigger more significant behavioral changes.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Electronic Word of Mouth (e-WOM) bisa berdampak positif atau negatif bagi perusahaan. e-WOM positif menguntungkan, sedangkan e-WOM negatif merugikan karena ulasan buruk dapat memengaruhi calon konsumen dan mendorong mereka mencari alternatif atau berpindah ke merek lain. Pada 24 September 2022, Esteh Indonesia mendapat sorotan setelah mengeluarkan somasi kepada seorang pelanggan yang memberikan kritik negatif. Akibatnya, beberapa pelanggan dan calon pelanggan enggan membeli produk mereka lagi dan ikut memberikan opini negatif mengenai kadar gula dalam minuman Esteh Indonesia. Hal ini dapat menyebabkan pelanggan beralih ke merek lain. Penelitian ini menggunakan teori S-O-R (Stimulus-Organism-Response) untuk mengkaji fenomena tersebut. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan jenis penelitian explanatory research. Pengambilan sampel pada penelitian ini menggunakan metode nonprobability sampling dengan teknik purposive sampling sebanyak 95 orang. Hasil dari penelitian ini menunjukkan bahwa terdapat hubungan linear antara variabel X (Negative e-WOM) dan variabel Y (Brand Switching) dengan pengaruh signifikan. Hal ini sesuai dengan teori S-O-R yang menggambarkan bagaimana stimulus (negative e-WOM) akan mempengaruhi organisme (konsumen Esteh Indonesia) dan menghasilkan respons (perubahan perilaku konsumen berupa perpindahan merek). Jika pesan negatif kuat, ini dapat mendorong konsumen berpindah merek. Hal tersebut menunjukkan bahwa semakin banyaknya pesan negatif yang beredar, maka akan semakin tinggi juga keputusan konsumen untuk berpindah merek. Uji koefisien determinasi juga menunjukkan R Square sebesar 42,9% terhadap brand switching, sedangkan 57,7% disebabkan oleh faktor lain yang tidak diteliti, yang berarti meskipun negative e-WOM mempengaruhi perilaku konsumen sebesar 42,9%, stimulus ini tidak sepenuhnya dominan, dan diperlukan faktor tambahan untuk memicu perubahan perilaku yang lebih signifikan. | |||||||||
| Uncontrolled Keywords: | Negative e-WOM, Brand Switching Negative e-WOM, Brand Switching | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Fariza Sheranita Eka Pramono | |||||||||
| Date Deposited: | 04 Sep 2024 15:09 | |||||||||
| Last Modified: | 04 Sep 2024 15:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41351 |
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