Impact of electronic word of mouth (e-WOM) on social media in promoting cove at Batavia, Pantai Indah Kapuk

• Published in: AIP conference proceedings Vol. 2882; no. 1
• Main Authors: Waloni, Siti Sara, Salsabilla, Ayu Reza, Warlina, Lia
• Format: Journal Article Conference Proceeding
• Language: English
• Published: Melville American Institute of Physics 19.10.2023
• Subjects: Communication; Consumers; Digital media; Personal communication; Questionnaires; Random sampling; Social networks
• ISSN: 0094-243X; 1551-7616
• DOI: 10.1063/5.0175641

Along with the development of today’s communication technology, social media is not only a means of communication that unites interpersonal and mass communication. Social media can now be used to promote business owners/marketers by uploading photos or videos of products to be marketed. This offer is a development of the media catalog previously distributed in print media to become an online marketing medium. Through social media and other internet service websites (e-WOM) and verbally recommending people knows (WOM). Positive WOM and e-WOM will affect increasing sales because consumers indirectly participate in promoting a product or place based on the experiences of other consumers. This study used a descriptive research method that uses observation, interviews, or questionnaires about the current state of the subjects studied with data collection techniques using questionnaires with the simple random sampling method. The questionnaire is made in the form of a Google Form which will be distributed in general to respondents who have social media accounts on Instagram, Tiktok, Facebook, and Twitter for 12 hours with a target of 100 respondents. The total number of respondents shows that as many as 101 people, 100%, had social media accounts. As many as 68.3% knew Cove at Batavia and obtained information from social media through video reviews of previous visitors (43.8 %) and are indeed looking for a place reference (34, 8%). After seeing Cove at Batavia through social media, 55.3% are interested in visiting Cove at Batavia, and maybe 43.6% will visit Cove at Batavia. Respondents who have visited Cove at Batavia consider the facilities good enough and will recommend Covet at Batavia to friends, relatives, and relatives.