ANALISA PENGARUH FASHION BATIK GONG-GONG DI KOTA BATAM TERHADAP E-WOM DENGAN MEDIASI CUSTOMER SATISFACTION
Kata Kunci:
Batik GongGong, Kota Batam, Kepuasan Konsumen, E-WOM
Abstrak
Di antara kekayaan budaya Indonesia, Batik adalah karya seni budaya Nusantara yang dikagumi oleh dunia. Batik adalah bentuk seni kuno dari salah satu kriteria kualitas terbaik. Pengertian Batik berasal dari Bahasa Jawa Kuno yaitu “amba” yang mempunyai arti tulis dan “nitik” yang berarti dot. Perkembangan Batik di Kepri yang sangat baik tersebut, sempat mengalami penyusutan dikarenakan pariwisata Batam ditutup dua tahun belakangan akibat pandemi Covid-19 yang sedang mewabah hingga saat ini. Pandemi yang mewabah tidak menjadikan UMKM ataupun pengrajin Batam berdiam saja, melalui ini pengrajin berinisiatif untuk menetapkan penjualan berbasis online mengikuti perkembangan zamannya. Penelitian ini merupakan penelitian kuantitatif yang meneliti tentang Analisa Trust, Perceived Usefulness, Service Quality, Experience, dan Social Media Use Terhadap Electronic Word of Mouth dimediasi oleh Customer Satisfaction pada Fashion Batik Gonggong di Kota Batam. Dalam scope dari penelitian ini, penulis mengartikannya sebagai penelitian dasar yang mempunyai tujuan sebagai menaikkan ilmu pengetahuan yang mempunyai dampak positif terhadap ilmu pengetahuan tentang kepercayaan, kegunaan yang dirasakan, kualitas layanan, pengalaman yang dirasakan, penggunaan media sosial, electronic word of mouth, kepuasan konsumen yang dapat diikuti menjadi penelitian kausal komparatif.
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Leonardo, L. (2018). Batik Gonggong. Budaya-Indonesia.Org.
Line, N. D., & Hanks, L. (2019). The Social Servicescape: Understanding The Effects In The Full-Service Hotel Industry. International Journal Of Contemporary Hospitality Management, 31(2), 753–770. Https://Doi.Org/10.1108/Ijchm-11-2017-0722
Mehmetoglu, M., & Venturini, S. (2021). Structural Equation Modelling With Partial Least Square Using Stata And R. Crc Press.
Muiz, M., Rachma, N., & Slamet, A. R. (2019). Pengaruh Sales Promotion Dan Kualitas Pelayanan Terhadap Minat Pembelian Ulang Di Mediasi Variabel Kepuasan Konsumen (Survei Pada Konsumen Grabbike Online Di Kota Malang). Jurnal Riset Manajemen, 08, 186–199. Http://Riset.Unisma.Ac.Id/Index.Php/Jrm/Article/View/2347/2204
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Diterbitkan
2022-06-16
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Kristy, A., & Sinambela, F. A. (2022). ANALISA PENGARUH FASHION BATIK GONG-GONG DI KOTA BATAM TERHADAP E-WOM DENGAN MEDIASI CUSTOMER SATISFACTION. Assets: Jurnal Ekonomi, Manajemen, Dan Akuntansi, 12(1), 1-20. https://doi.org/10.24252/assets.v1i1.29263
Bagian
Volume 12 Nomor 1, Juni 2022
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