THE IMPACT OF eWOM IN SOCIAL MEDIA INSTAGRAM ON PATIENT S INTENTION TO JOINING IN VITRO FERTILIZATION PROGRAMME

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UEU » Scientific Articles » Manajemen
Posted by [email protected] at 04/02/2021 23:20:43 • 725 Views

THE IMPACT OF EWOM IN SOCIAL MEDIA INSTAGRAM ON PATIENT S INTENTION TO JOINING IN VITRO FERTILIZATION PROGRAMME

Created by :
Muhammad Rizal ( none )
Endang Ruswanti Moehammad Unggul Januarko

Subject:	SOSIAL MEDIA INSTAGRAM
Alt. Subject :	WORD OF MOUTH VITRO FERTILIZATION
Keyword:	MEDIA SOSIAL

Alt. Description

Electronic Word of Mouth (eWOM) is one of the right marketing methods in today s digital technology era. Some companies using digital marketing are considered to be more effective and efficient. Social media Instagram as a source of quality and credible information, reduces incomplete information and is used to increase customer interaction and trust. This study aims to determine the effect of the characteristics of eWOM information via Instagram and the patient s intention to join the IVF program. The Information Acceptance Model (IACM) theory model consists of quality, credibility, attitudes to information, usefulness, information adoption and purchase intention. The analysis used Structural Equation Modeling (SEM) of respondents as many as 200 patients using Morula IVF Jakarta s Instagram. The results showed that the adoption of information and attitudes towards information influenced the patient s intention to join the IVF program. Information usefulness variables affect information adoption and influenced by the credibility of information and attitudes towards information. However, there is one factor that does not affect the usefulness of information, namely the quality of information. The characteristics of the eWOM information conveyed through Instagram affect the patient s intention to join the IVF programme.

Date Create	:	04/02/2021
Type	:	Text
Format	:	pdf
Language	:	Indonesian
Identifier	:	UEU-Article-5_0628
Collection ID	:	5_0628

Source :
BRAWIJAYA International Conference on Economics, Business and Finance 2020

Relation Collection:
Civitas Akademika Universitas Esa Unggul

Coverage :
Fakultas Ekonomi dan Bisnis

Rights :
@2021 Perpustakaan Universitas Esa Unggul

Publication URL :
https://digilib.esaunggul.ac.id/the-impact-of-ewom-in-social-media-instagram-on-patient-s-intention-to-joining-in-vitro-fertilization-programme-18097.html

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