Pengaruh Word of Mouth (WOM), e-WOM, Terhadap Brand Awareness Perusahaan Startup Tumbasin.id dengan Penerimaan Informasi Sebagai Variabel Mediasi

Abstract

Startup is a new business model that is in great demand by many countries, included in Indonesia. Startup provides convenience for its user, besides startup also answers all problems that arise in people daily life. The growth of new of startups in Indonesia, especially at the national level is also in tune with new startups at the local level. However, the presence of local startups is not accompanied by high numbers of users such as national startups. Brand awareness is one of the keys to answer whether the brand is acceptable in the community or not. One of the startups from Semarang, Tumbasin.id tries to strengthen its brand awareness among its users. For this reason, the author tries to apply the theory of elaboration likelihood (ELM) to see how the central and periperi paths are able to change the attitudes of Tumbasin.id users. The purpose of this study was to determine how the effect of promotion using word of mouth (WOM) and e-WOM on Tumbasin.id brand awareness among users, whether the use of promotional media will have another impact if coupled with the receipt of information by Tumbasin.id users. This research method is a quantitative method. The data collection technique used in this study was to use the Google form questionnaire to 100 Tumbasin.id users. The analysis technique uses PLS SEM. The results of this study indicate that WOM has a significant effect on tumbasin.id brand awareness with the intervention of the information acceptance variable. However, e-WOM did not have a significant influence on Tumbasin.id brand awareness although there was intervention from the information acceptance variable.