Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)

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The Forming Factors of Attitude Towards Social Media Reviews and Its Implications for Visit Intention: A Study on the Mgdalenaf Youtube Channel

Authors
Christin Samosir1, *, Whony Rofianto2, Edi Komara3, Meta Andriani4
1,2,3,4STIE Indonesia Banking School, South Jakarta, DKI Jakarta, Indonesia
*Corresponding author. Email: christin@ibs.ac.id
Corresponding Author
Christin Samosir
Available Online 8 March 2022.
DOI
10.2991/aebmr.k.220304.014How to use a DOI?
Keywords
Perceived Usefulness; Perceived Ease of Use; Trustworthiness; Information Quality; Source Expertise; Customer Experience; Attitude; Visit Intention; Social Media Review
Abstract

This study aims to examine and analyze the factors that shape consumer attitudes and behavioral intentions towards reviews on social media. The data collection technique in this study used a survey method through questionnaires distributed online. The purposive sampling technique was chosen as the research sampling technique and involved 100 respondents who were viewers of the Mgdalenaf Youtube channel and domiciled in Jabodetabek. Structural Equation Modeling with Partial Least Square approach was used to process the data. The results showed that perceived usefulness, trust, perceived ease of use, and customer experience were proven to be factors in the formation of attitudes to visit the reviewed restaurant. But the information quality and source expertise are not proven to have a significant influence on Attitudes towards Reviews on Social Media. This study provides guidelines implications for related parties, one of them is for restaurant owners to innovate and build good relationships with food vloggers to encourage the creation of positive electronic word of mouth.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
8 March 2022
ISBN
978-94-6239-549-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.220304.014How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Christin Samosir
AU  - Whony Rofianto
AU  - Edi Komara
AU  - Meta Andriani
PY  - 2022
DA  - 2022/03/08
TI  - The Forming Factors of Attitude Towards Social Media Reviews and Its Implications for Visit Intention: A Study on the Mgdalenaf Youtube Channel
BT  - Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)
PB  - Atlantis Press
SP  - 109
EP  - 120
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220304.014
DO  - 10.2991/aebmr.k.220304.014
ID  - Samosir2022
ER  -