The Role of Intensity of The Use of Social Media Toward Destination Brand Equity in Forming Word-of-Mouth and e-Word-of-Mouth (Study of Eastern Indonesia Tourism Destination)
Meta Andriani
STIE Indonesia Banking School, Jakarta, Indonesia
meta[at]ibs.ac.id
Abstract
The research aims to see the effect of the intensity of the use of social media communication on the dimensions of brand equity, namely brand awareness, brand image, customer perceived value, brand quality and brand loyalty. The study was conducted by distributing questionnaires to 160 respondents who visited tourism destinations in Eastern Indonesia and the results showed that there was an influence between the use of social media and destination brand awareness and there was an influence between visitor perceived value and the formation of e-WOM. This research is quantitative data which compiles primary data as primary data, plus secondary data. Criteria for respondents who were sampled in this study were domestic tourists over the age of 18 years, who had travelled to areas in Eastern Indonesia. Questionnaires were distributed within a period of 3 months during the period July-September 2018 with the number of questionnaires collected was 160. This research builded by 12 hypothesis. Hypothesis testing results are: 1. There is a strong influence between the Intensity of Use of Social Media variable on the Tourism Destination Awareness variable. 2. There is an influence of Tourism Destination Awareness on Tourism Destination Image. 3. There is an influence of Tourism Destination Awareness on Tourism Destination Quality. 4. There is an influence of Tourism Destination Awareness on Visitors Perceived Value. 5. There is no influence of Tourism Destination Awareness (AWA) on Intention to Recommend Using Traditional WOM. 6. There is no influence of Tourism Destination Image on Intention to Recommend Using Traditional Word of Mouth Communication 7. There is no influence of Tourism Destination Quality on Intention to Recommend Using Traditional WOM. 8. There is no effect of Visitors Perceived Value on Intention to Recommend Using Traditional WOM. 9. There is no influence of Tourism Destination Awareness on Intention to Recommend Using e-WOM. 10. There is no influence of Tourism Destination Image on Intention to Recommend Using e-WOM. 11. There is no influence of Tourism Destination Quality on Intention to Recommend Using e-WOM 12. There is an effect of Visitors Perceived Value on Intention to Recommend Using e-WOM. Based on the results of the study there is a strong relationship between Tourist Destination Brand Awareness to the establishment of Destination Brand Equity (Brand Image, Brand Quality and Perceived Value), so it can be concluded that: 1. The intensity of social media use significantly influences destination brand awareness. This proves that exposure to a tourism destination on social media can increase awareness of the tourism destination. 2. Destination brand awareness has a positive influence on destination brand image, destination brand quality and customer value. However, this brand image and brand quality does not influence tourists to do WOM or e-WOM. 3. The results of the research show that what affects e-WOM is the
Keywords: WOM, eWOM, brand awareness, social media, destination brand equity
Topic: Marketing Management