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

• 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/

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.