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"Word of mouth memiliki peranan penting dalam proses pembuatan keputusan ketika konsumen memilih sebuah jasa daripada sebuah produk. Kualitas pelayanan yang baik dinilai mampu untuk memicu timbulnya word of mouth. Hubungan tersebut dinilai dimediasi oleh variabel customer satisfaction. Museum sebagai salah satu industri pariwisata di Indonesia tentunya harus memperhatikan hal tersebut. Penelitian ini dilakukan untuk menganalisis pengaruh service quality terhadap word of mouth melalui customer satisfaction pada pengunjung Museum Seni Rupa dan Keramik. Penelitian ini dilakukan pada 100 orang responden yang telah mengunjungi Museum Seni Rupa dan Keramik. Penelitian ini dianalisis menggunakan uji sobel dan path analysis untuk menguji hubungan antara service quality terhadap word of mouth melalui customer satisfaction. Adapun pengaruh masing-masing variabel akan dibahas lebih lanjut dalam penelitian ini.

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Word of mouth has an important role in the decision making process when consumers choose a service rather than a product. Excellent service quality is considered as a factor triggering the emergence of word of mouth. Those relationship are mediated by customer satisfaction as a mediating variable. Museum as one of Tourism Industry in Indonesia must pay attention to service quality and word of mouth. This research was conducted to analyze the effect of service quality to word of mouth on Museum Seni Rupa dan Keramik’s visitor. This research was conducted on 100 respondents who have visited Museum Seni Rupa dan Keramik. This research use a Sobel test and path analysis to examine the relationship between service quality to word of mouth. The influence of each variables will be discussed further in this research."

"Latar belakang. Jumlah Rujukan FKTP ke RSIA Kenari Graha Medika pasien BPJS Kesehatan masih mendapat proporsi kecil dibandingkan dengan rujukan ke FKRTL lain di wilayahnya. Kunjungan poli rawat jalan RSIA Kenari Graha Medika juga belum mencapai target kunjungan pertahun yaitu sebesar 46.080 kunjungan pasien poli rawat jalan dalam satu tahun. Guna meningkatkan kinerja rawat jalan, RSIA Kenari Graha Medika telah menjalin jejaring kerjasama dengan 84 FKTP di wilayah Kabupaten Bogor, namun belum diketahui ada tidaknya hubungan kepuasan kemitraan dengan WOMI. Metode. Desain penelitian cross sectional dengan jumlah sampel 70 sampel dari popuasi semua FKTP yang menjalin kemitraan dengan RSIA Kenari Graha Medika. Enam variabel yang diteliti adalah 5 variabel framework Lui & Ngo, 2005 (yaitu asset specificity dan partner reputation, actions acquiescence, actions simplicity, dan actions reciprocity) dan 1 variabel Komitmen Pelayanan Rujuk Balik (PRB) kemudian dihubungkan dengan keminatan FKTP dalam memberikan rekomendasi (WOMI (Word of Mouth Intentions)) pada pasien. Analisis data dilakukan dengan analisis univariat (deskriptif) dan multivariat dengan SEM PLS. Hasil. Dari analisais data didapatkan seluruh konstruk dinyatakan valid dan reliabel berdasarkan hasil perhitungan loading factor, AVE dan cornbach alpha. Uji hipotesis menunjukkan 3 variabel diterima yakni Action Acquiescence, Action Reciprocity, serta Action Simplicity, sedangkan 3 variabel lainnya ditolak yaitu, asset specificity, partner reputation, dan Komitmen PRB RS. Kesimpulan. Dengan adanya ketidakpuasan pada beberapa indikator, maka sebaiknya RSIA Kenari Graha Medika melakukan engagement kepada FKTP dengan pemenuhan kebutuhan FKTP demi pelayanan terbaik pada pasien, membentuk Tim PRB, dan membangun sisten Rujuk Balik yang sesuai regulasi.

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Background. The number of First Level Health Facilities’s referrals to RSIA Kenari Graha Medika for BPJS Health patients still receives a small proportion compared to referrals to other First Level Health Facilities in the region. RSIA Kenari Graha Medika outpatient clinic visits have also not reached the annual visit target of 46,080 outpatient clinic patient visits in one year. In order to improve outpatient performance, RSIA Kenari Graha Medika has established a collaborative network with 84 First Level Health Facilities in the Bogor Regency area, but it is not yet known whether there is a relationship of satisfaction with WOMI. Method. Cross sectional research design with a sample size of 70 samples from the population of all First Level Health Facilities that have a partnership with RSIA Kenari Graha Medika. The six variables studied were 5 Lui & Ngo, 2005 framework variables (namely asset specificity and partner reputation, actions acquiescence, actions simplicity, and actions reciprocity) and 1 variable Reciprocity Service Commitment (PRB commitment) which was then linked to First Level Health Facilities’s interest in providing recommendations (WOMI (Word of Mouth Intentions)) in patients. Data analysis was carried out using univariate (descriptive) and multivariate analysis with SEM PLS. Results. From data analysis, it was found that all constructs were declared valid and reliable based on the results of loading factor, AVE and Cornbach alpha calculations. Hypothesis testing showed that 3 variables were accepted, namely Action Acquiescence, Action Reciprocity, and Action Simplicity, while 3 other variables were rejected. Conclusion. Due to dissatisfaction in several indicators, it would be best for RSIA Kenari Graha Medika to engage with FKTP by fulfilling FKTP needs for the best service to patients, forming a PRB Team, and building a Refer-Back system that complies with regulations."

"Latar Belakang: Pencapaian kinerja Rawat Jalan, Instalasi Gawat Darurat (IGD) dan Bed Occupancy Rate (BOR) di Rumah Sakit (RS) Hermina Tangerang mengalami fluktuatif, belum mencapai target yang ditentukan dan trendlinenya cenderung mengalami penurunan pada periode tahun 2018-2023. Penilaian google review RS Hermina Tangerang adalah 4,1 dari 5, dimana masih didapatkan banyak  keluhan mengenai kualitas pelayanan rawat inap di RS Hermina Tangerang. Hal ini mungkin menjadi penyebab rendahnya kunjungan ulang pasien ke RS Hermina Tangerang, Sehingga pencapaian Rawat Jalan, IGD dan BOR di RS Hermina Tangerang tidak mencapai target yang telah ditentukan. Apabila pencapaian tersebut dibiarkan terjadi terus menerus, akan berdampak signifikan pada pendapatan Rumah Sakit. Metode penelitian yang digunakan adalah mix methode, dengan tahap pertama survey, dan tahap kedua dengan action research. Data dikumpulkan melalui kuesioner yang dibagikan kepada pasien rawat inap di RS Hermina Tangerang dan wawancara dengan informan kunci. Analisis data kuantitatif dilakukan menggunakan model persamaan struktural (SEM) dengan pendekatan partial least square (PLS). Hasil penelitian menunjukkan bahwa kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap Word Of Mouth (WOM) dan minat kunjungan ulang pasien. Dimensi kualitas pelayanan yang meliputi tangibles, reliability, responsiveness, assurance, dan empathy, semuanya berkontribusi secara signifikan terhadap peningkatan WOM dan minat kunjungan ulang. Selain itu, WOM juga terbukti memiliki pengaruh positif dan signifikan terhadap minat kunjungan ulang pasien. Kesimpulan: Kualitas pelayanan  rawat inap di Rumah Sakit Hermina Tangerang sudah baik. Namun masih ada nilai dalam dimensi kualitas pelayanan yang kecil, menjadi ruang untuk RS Hermina Tangerang melakukan perbaikan dan meningkatkan kualitas pelayanan. Saran bagi manajemen rumah sakit adalah untuk terus meningkatkan kualitas pelayanan guna meningkatkan loyalitas pasien dan keberhasilan bisnis rumah sakit.

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Background: The performance achievements in Outpatient Services, Emergency Department (ED), and Bed Occupancy Rate (BOR) at Hermina Hospital Tangerang have been fluctuating, not reaching the set targets, and the trendline has tended to decline during the period 2018-2023. The Google review rating for Hermina Hospital Tangerang is 4.1 out of 5, where there are still many complaints regarding the quality of inpatient services at Hermina Hospital Tangerang. This may be the cause of the low rate of revisit intention patient to Hermina Hospital Tangerang. As a result, the achievements in Outpatient Services, ED, and BOR at Hermina Hospital Tangerang do not meet the predetermined targets. If this situation is allowed to continue, it will have a significant impact on the hospital's revenue. Methode: The research method used is a mixed method, with the first stage being a survey, and the second stage involving CDMG (Consensus Decision Making Group). Data were collected through questionnaires distributed to inpatients at Hermina Hospital Tangerang and interviews with key informants. Quantitative data analysis was conducted using structural equation modeling (SEM) with a partial least square (PLS) approach. Result: The research results show that service quality has a positive and significant influence on Word Of Mouth (WOM) and revisit intention. The dimensions of service quality, including tangibles, reliability, responsiveness, assurance, and empathy, all contribute significantly to the increase in WOM and revisit intention. Moreover, WOM also has a proven positive and significant influence on revisit intention. Conclusion: The quality of inpatient services at Hermina Hospital Tangerang is already good. However, there are still low scores in certain service quality dimensions, providing an opportunity for Hermina Hospital Tangerang to make improvements and enhance service quality. The recommendation for hospital management is to continuously improve service quality to increase patient loyalty and business success of the hospital."

"Dalam beberapa tahun terakhir, sebagian besar perusahaan mencoba memberi nilai tambah kepada pelanggan yang disebut seamless experience yang telah memainkan peran penting dalam strategi omnichannel, dimana omnichannel merupakan evolusi dari strategi multichannel. Penelitian sebelumnya menunjukkan seamless experience dapat memengaruhi perjalanan omnichannel pada pelanggan. Selain itu, adanya hubungan kuat antara perjalanan omnichannel pelanggan dan perilaku pelanggan. Penelitian lain menunjukkan bahwa kualitas integrasi omnichannel dan nilai persepsi omnichannel dapat memberikan pengaruh positif terhadap kepuasan pelanggan. Namun, kurangnya penelitian omnichannel tentang karakteristik pelanggan untuk menghadapi omnichannel di era digitalisasi masih belum banyak dipublikasikan. Oleh karena itu, tulisan ini bertujuan untuk mengetahui apakah karakteristik pelanggan yang disebut kesiapan teknologi sebagai variabel moderasi apakah dapat mempengaruhi kepuasan pelanggan terhadap word-of-mouth di bidang kesehatan. Penelitian ini menggunakan Partial Least Square untuk menganalisis data dari sampel 268 responden yang telah menggunakan platform omnichannel dari beberapa rumah sakit di Indonesia baik online (misalnya website, aplikasi pihak ketiga, aplikasi mobile rumah sakit) maupun offline (mengunjungi rumah sakit secara langsung). Responden diberikan kuesioner yang terdiri dari 32 item pertanyaan. Hasil yang diharapkan adalah keragaman karakteristik pelanggan dapat memberikan berbagai dampak terhadap perjalanan pelanggan dan perilaku pelanggan. Dengan demikian, organisasi dapat menerapkan strategi omnichannel berdasarkan karakteristik pelanggan.

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In recent years, most companies try to customers added value calling seamless experience and alla had played important role in omnichannel strategy which is omnichannel is an evolution of strategy. Previous research has been showed seamless experience could affect customer omnichannel journey. Furthermore, it builds strong relations between customer omnichannel journey and customer behavior. Another research has been shown that omnichannel integration quality and omni-channel perceived value coud give positive effect to customer satisfaction.  However, there is still a back of research about omnichannel studies, special regarding the characteristic of omnichannel customers in digitalization’s era. Therefore, this paper aims to find out whether the characteristic of customers so called technology readiness as moderator construct probable affably affection customer satisfaction toward word-of-mouth in healthcare sector. This study uses Partial Least Square to analyze the data from sample of 268 respondents which has used omnichannel platform of certain hospital in Indonesia whether it’s online (e.g. website, third party app, hospital mobile app) or offline (visiting hospital directly). The respondents have Given the questionnaire consist of 32 items and 5-point Likert to examine each items. The expected result is that variety of customer characteristic coupon give various impact to customer journey and customer behavior. Thus, organization coop implementation omnichannel strategic based on customer characteristics."

"Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth positif terhadap citra merek TransjakartaTM yang reputasinya sedang menurun. Penelitian ini adalah penelitian field experiment dengan desain non equivalent control group design (dengan dan tanpa electronic word of mouth) prestestpostest. Partisipan adalah orang yang pernah menggunakan TransjakartaTM dan memiliki akun LINETM, berjumlah 77 orang yang dikelompokkan menjadi KE (45 orang) dan KK (32 orang). Penelitian dilakukan dengan memberikan screen capture electronic word of mouth positif sebanyak 8 buah kepada KE selama 7 hari melalui LINETM. Hasil penelitian menunjukkan bahwa electronic word of mouth positif memiliki pengaruh secara signifikan terhadap citra merek (t -2.106 = 0.039 (p < 0.05)), yang berarti terdapat perbedaan yang signifikan antara peningkatan selisih mean antar kelompok. Hal ini juga berarti bahwa electronic word of mouth positif memiliki pengaruh terhadap citra merek. Dengan demikian pengelola TransjakartaTM dapat memberikan electronic word of mouth positif kepada masyarakat untuk meningkatkan citra merek sehingga lebih banyak masyarakat yang menggunakan transportasi publik di Jakarta.

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This study aimed to understand the effect of positive electronic word of mouth toward TransjakartaTM?s brand image where their reputation has been falling .This research was a field experimental research with a non-equivalent control group design (with and without electronic word of mouth) prestest-posttest. Participants are people who have used TransjakartaTM and had LINETM account , a total of 77 people grouped into KE ( 45 people) and KK (32 people). Research done by giving a screen capture of positive electronic word of mouth as many as 8 in total for seven days through LINETM.

The results of the research shows that the positive electronic word of mouth having significant effect on brand image (t -2.106 = 0.039 ( p < 0.05 )), which means there are significant differences between the increase in mean between two group. This means that the positive electronic word of mouth had the effect toward brand image. Thus, TransjakartaTM Management can improve the brand image of TransjakartaTM by giving positive electronic word of mouth to the community in order to increase the use of public transportation in Jakarta."

"Electronic word of mouth telah menjadi salah satu fenomena yang timbul akibat perkembangan teknologi internet dan menjadi salah satu topik yang dipelajari pada era pemasaran digital. Tujuan penelitian ini adalah untuk menganalisis motif apa yang mendorong niat seseorang mau menyebarkan electronic word of mouth pada media consumer-opinion platform Forum Jual Beli Kaskus. Penelitian dilakukan dengan menggunakan data dari 60 responden yang kemudian dianalisis menggunakan metode Partial Least Square - Structural Equation Model (PLS - SEM). Hasil penelitian mendukung dua dari enam hipotesis yang diajukan, yaitu Kepuasan Menolong dan Kewajiban Moral berpengaruh positif terhadap niat seseorang untuk menyebarkan electronic word of mouth pada consumer-opinion platform Forum Jual Beli Kaskus.

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Electronic word of mouth has become a phenomenon that arise because of internet advancement and a subject of study in this digital marketing era. The purpose of this study is to anaylze what motives that drive consumer's intention to spread electronic word of mouth in consumer-opinion platform media Forum Jual Beli Kaskus. This study is conducted using the data from 60 respondent and analyzed using Partial Least Square - Structural Equation Model (PLS-SEM) method. The result support two of six hypotheses that have been proposed which are Enjoyment of Helping and Moral Obligation positively related to Consumer's Intention in spreading the electronic word of mouth in consumer-opinion platform Forum Jual Beli Kaskus."

"Dalam praktik pemasaran di Indonesia, fenomena terjadinya word of mouth dan penggunaan storytelling ditemukan terjadi pada kampanye produk mie instan Indomie versi "Cerita Indomie". Dalam penelitian ini, peneliti ingin menggali apakah storytelling mendorong proses terjadinya word of mouth dalam kampanye komunikasi pemasaran terpadu "Cerita Indomie". Pendekatan penelitian yang digunakan adalah pendekatan kualitatif. Hasil penelitian yakni penggunaan storytelling dalam kampanye "Cerita Indomie" mendorong proses terjadinya word of mouth yakni kampanye ini mengikat merek dengan nilai dan emosi pada khalayak. Khalayak merasa bahwa cerita Indomie merupakan cerita yang relevan dan dekat bagi mereka, turut membagikan cerita personalnya sehingga cerita Indomie berkembang menjadi word of mouth.

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In Indonesia’s marketing practice, the occurrence of word of mouth phenomenon and the use of storytelling are founded in "Indomie Story" version, which campaign the Indomie noodle products in 2011. Researcher wants to discover whether storytelling drives the process of occurrence of word of mouth in "Indomie Story" campaign. In this research, researcher uses qualitative approach. Researcher found that the usage of storytelling in "Indomie Story" campaign drives the process of occurrence of word of mouth because the campaign binds the brand and audience with value and emotion. Audience feels that Indomie story is relevant and close to them, so they share their personal story and "Indomie Story" becomes word of mouth."

"ABSTRAKTesis ini bertujuan menganalisis hubungan bauran promosi (word of mouth dan nonword of mouth) dengan pengetahuan pasien terkait pelayanan di poliklinik RSIABudi Kemuliaan. Adapun variabel confounding karakteristik pasien (usia,pendidikan, pekerjaan, penghasilan) juga dianalisis hubungannya denganpengetahuan tersebut. Jenis penelitian adalah penelitian kuantitatif denganpendekatan cross sectional. Sampel penelitian terdiri dari 100 responden yangmewakili poliklinik pelayanan berjenjang lantai 2, pelayanan pribadi lantai 3 pagi,dan sore. Hasil penelitian menunjukkan bahwa tidak ada hubungan antara bauranpromosi dengan pengetahuan pasien sehingga tidak efektif promosi yang dilakukanterhadap pengetahuan pasien. Hanya variabel confounding pendidikan yangberpengaruh terhadap pengetahuan pasien.

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ABSTRACTThe aim of this study is to analyze the correlation between promotion mix (word ofmouth and non word of mouth) with knowledge related to patient services atpolyclinic RSIA Budi Kemuliaan. The confounding variables of patientcharacteristics (age, education, occupation, income) were also analyzed to do withthat knowledge. This type of study is a quantitative study with cross sectionalapproach. Sample consisted of 100 respondents representing polyclinic 2nd floor, 3rdfloor in the morning, and afternoon. The results showed that there was no correlationbetween patient’s knowledge of the promotion mix with so promotion in polyclinicnot efective for patient's knowledge. Only education confounding variables thatinfluence the patient's knowledge."

"ABSTRAKNama : Gerha JayamalaProgram Studi : Magister Manajemen Judul : Pengaruh Electronic Word-of-Mouth eWOM terhadap Brand Attitude dan Purchase Intention pada Beauty Box IndonesiaPembimbing : Daniel T.H Aruan Berubahnya pola perilaku konsumen dalam mencari informasi tentang sebuah produk sebelum memutuskan untuk membeli membuat berbagai perusahaan merubah keputusan pemasaran strategisnya dan berfokus kepada pemasaran digital. Electronic word-of-mouth eWOM merupakan salah satu bentuk hasil pemasaran digital yang mampu memberikan pengaruh besar pada sikap konsumen terhadap suatu merek dan keputusan membeli konsumen. Tesis ini bertujuan untuk melihat apakah eWOM memiliki pengaruh pada brand attitude dan keinginan membeli pada konsumen Beauty Box Indonesia. Penelitian ini memiliki 3 tiga variabel yaitu eWOM, brand attitude, dan purchase intention. Penelitian kuantitatif ini menggunakan kuesioner sebagai instrumen penelitian dan dianalisis menggunakan PLS-SEM. Berdasarkan hasil analisis penelitian, ditemukan bahwa eWOM memiliki pengaruh siginifikan terhadap brand attitude dan eWOM berpengaruh pada purchase intention melalui brand attitude.

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ABSTRACTName Gerha JayamalaStudy Program Master of ManagementTitle The Effect of Electronic Word of Mouth eWOM on Brand Attitude and Purchase Intention Case Study Beauty Box Indonesia Counselor Daniel T.H Aruan The change of consumer behavior in finding information about one product before deciding to purchase affect the strategic marketing decisions of many companies and driving them to focus in digital marketing. Electronic word of mouth eWOM is one of the results of digital marketing that capable in influencing the consumer rsquo s attitude towards the brand and their purchase decision. The purpose of this research is to examine how eWOM affects brand attitude and purchase intention of Beauty Box Indonesia rsquo s customer. This research has 3 three variables which are eWOM, brand attitude, and purchase intention. This quantitative research use questionnaire as the research instrument and analyzed by using PLS SEM. Based on the result of the research analysis, eWOM has significant effect on brand attitude and eWOM affect purchase intention through brand attitude as the mediating variable. "

"ABSTRAKPenelitian ini membahas pengaruh keadilan perusahaan, teori perilaku terencana dan keyakinan individu sebagai pemicu keterlibatan pelanggan dalam Electronic Negative Word of Mouth ENWOM . Word of Mouth WOM , khususnya ENWOM selama ini dianggap sebagai faktor dominan dalam membentuk perilaku konsumen. Namun demikian, pendorong konsumen untuk mengutarakan pengalaman negatif nya di lingkungan online masih menjadi topik penting yang terlupakan. Dengan memperdalam pembahasan teori perilaku terencana, teori keadilan perusahaan, dan keyakinan individu, penelitian ini mencoba untuk membahas apa yang menjadi pemicu dalam keterlibatan pelanggan dalam ENWOM. Melalui survei pengalaman, responden diharuskan untuk mengingat kembali pengalaman pembelian yang dialami. Hasil dari penelitian ini menemukan bahwa konsumen yang memiliki niatan untuk terlibat dalam ENWOM cenderung didorong oleh tekanan sosial. Di sisi lain, kepuasan pelanggan didorong oleh persepsi keadilan distributif dan keadilan interaksional nya.

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ABSTRACTThis research examine the influence of theory of planned behavior, justice theory, and individual beliefs as an antecedents of involvement in Electronic Negative Word of Mouth ENWOM communications. Word of Mouth WOM , in particular negative WOM always considered as a dominant factor in shaping consumer behavior. However, what drives consumer to post their negative purchasing experience in the online environment remains an important but largely neglected issue. Building on the theory of planned behavior, the justice theory, and individual beliefs, this study aims to investigate the antecedents of consumer rsquo intention to engage in ENWOM communication. Through an experience survey, respondents were required to reflect on recent negative shopping experiences. The findings reveal that intentions to engage in negative eWOM communication appear to be more driven by social pressure. In addition, consumers rsquo feelings of satisfaction are largely driven by their perception of distributive justice and interactional justice."