ANTESEDEN POSITIVE WORD OF MOUTH LAYANAN M-HEALTH

Jesie Tampubolon, Sri Vandayuli Riorini

Abstract


Penelitian ini bertujuan untuk mempelajari anteseden atau faktor-faktor yang memengaruhi positive word of mouth layanan m-health, yaitu Mobile Service Quality (usability, value-added feature, security/privacy, interactivity), Brand Attachment, dan Brand Equity yang berpengaruh positif pada Positive Word of Mouth. Sebanyak 282 responden berpartisipasi dalam survei online. Teknik pengambilan sampel yang digunakan adalah metode purposive sampling dengan kriteria responden pengguna m-health satu tahun terakhir. Data dianalisis menggunakan Structural Equation Model (SEM). Hasil yang diperoleh menyatakan bahwa value-added features, security/privacy, dan interactivity berpengaruh positif pada brand attachment. Sementara usability tidak berpengaruh positif pada brand attachment. Brand attachment berpengaruh positif pada brand equity dan brand equity berpengaruh positif pada Positive Word of Mouth. Temuan ini memberikan referensi kepada penyedia layanan m-health bahwa dalam meningkatkan promosi WOM, perlu fokus pada brand attachment dan brand equity serta meningkatkan kualitas layanan m-health. Namun, penelitian ini memiliki beberapa keterbatasan. Studi selanjutnya perlu menambahkan jumlah responden dan brand m-health lainnya untuk meningkatkan generalisasinya.


Keywords


Mobile Service Quality, M-Health, Brand Attachment, Brand Equity, Positive Word of Mouth

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DOI: https://doi.org/10.37403/mjm.v8i2.474

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