The Forming Factors of Attitude Towards Social Media Reviews and Its Implications for Visit Intention: A Study on the Mgdalenaf Youtube Channel

Komara, Edi (2022) The Forming Factors of Attitude Towards Social Media Reviews and Its Implications for Visit Intention: A Study on the Mgdalenaf Youtube Channel. Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021) - Advances in Economics, Business and Management Research, 210. pp. 109-120. ISSN 2352-5428

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Abstract

This study aims to examine and analyze the factors that shape consumer attitudes and behavioral intentions towards reviews on social media. The data collection technique in this study used a survey method through questionnaires distributed online. The purposive sampling technique was chosen as the research sampling technique and involved 100 respondents who were viewers of the Mgdalenaf Youtube channel and domiciled in Jabodetabek. Structural Equation Modeling with Partial Least Square approach was used to process the data. The results showed that perceived usefulness, trust, perceived ease of use, and customer experience were proven to be factors in the formation of attitudes to visit the reviewed restaurant. But the information quality and source expertise are not proven to have a significant influence on Attitudes towards Reviews on Social Media. This study provides guidelines implications for related parties, one of them is for restaurant owners to innovate and build good relationships with food vloggers to encourage the creation of positive electronic word of mouth.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Prodi S1 Manajemen
Depositing User:	Mr. Edi Komara
Date Deposited:	13 Feb 2024 06:32
Last Modified:	13 Feb 2024 06:32
URI:	http://repository.ibs.ac.id/id/eprint/7586

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