ABSTRACT
The purpose of this study is to seek how potential users of TransJakarta can be actual users by examining the effect of positive electronic Word-Of-Mouth (eWOM) element variation on intention, specifically on intention to use the TransJakarta bus. This study was an experimental study with the randomised two-group design (pretest and post-test). eWOM used in this study took the form of online reviews about TransJakarta that were given to the participants (n = 62) for seven days with the use of the instant messaging application, LINE. The findings of this study showed that positive eWOMs, namely text-only as well as those with visual information, increased the intention to use TransJakarta (F (1.60) = 59.09; p < 0.05). However, the increasing scores of the two experiment groups, that is the group that was given text-only online review access and the group that was given text-with-visual-information online review access, were not significantly different (F (1.60) = 0.34, p > 0.05). Therefore, it can be concluded that eWOM, with or without visual information, can become an alternative way to increase the intention to use TransJakarta.
