E-WOM on Social Media Platform: An Investigation on Before and After Visiting Café, Study in Indonesia

Aisyah Asri Nurrahma; Sudarmiatin Sudarmiatin

doi:10.55927/ijbae.v4i3.102

Authors

Aisyah Asri Nurrahma Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ijbae.v4i3.102

Keywords:

e-WOM, Social Media, Consumer Behavior, Cafe

Abstract

The coffee culture in Indonesia focuses on drinking coffee while hanging out and socializing in a coffee shop or café. When choosing a café, many consumers are affected by word-of-mouth (WOM) on social media. Hence, it is important to analyze what consumers look for in e-WOM before visiting a café. Also, what consumer write after visiting a café as e-WOM. This research uses qualitative descriptive analysis, using participants that represent four provinces in Indonesia. However, the results show that all participants are looking for e-WOM on social media before visiting the café. Conversely, participants' reviews on their social media are affected by various motives, such as helping others, a form of criticism, and maintaining a good image of the e-WOM giver. Hence, all participants agree that giving e-WOM on social media helps promote the café.

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