ELECTRONIC WORD-OF-MOUTH'S EFFECT ON PURCHASE INTENT: TIKTOK AS A CASE STUDY

Abstract

In the digital era, the development of information and communication technology has revolutionized how consumers obtain product information. Social media platforms like TikTok have introduced a new phenomenon called electronic Word of Mouth (eWOM), where users share their experiences, opinions, and recommendations about products or services. This study aims to examine the impact of eWOM on purchase intentions on TikTok. The Theory of Planned Behavior (TPB) is used as the theoretical framework to analyze the influence of eWOM on attitudes, subjective norms, and behavioral control, which ultimately shape purchase intentions. The study employs a quantitative research method using Structural Equation Modeling (SEM) to analyze data collected from an online survey of 100 active TikTok users in the city of Sumbawa. The survey measures variables related to eWOM quality, eWOM quantity, source of eWOM credibility, and purchase intention using a Likert scale. The results indicate that eWOM has a significant impact on purchase intentions on TikTok. The validity and reliability of the research model are evaluated using tests such as average variance extracted (AVE), Fornell-Larcker criterion, composite reliability, and Cronbach's alpha. The findings confirm the discriminant and convergent validity as well as the reliability of the measurement model. The structural model testing reveals that eWOM quality, eWOM quantity, and source of eWOM credibility significantly influence purchase intentions. The R-square value demonstrates that the variables in the model account for 87.0% of the variance in purchase intentions. The goodness-of-fit analysis indicates a high predictive relevance, further validating the model. Overall, this study provides insights into the impact of eWOM on purchase intentions on TikTok. It highlights the importance of managing and monitoring consumer feedback to maintain the reputation and image of products. The findings contribute to a deeper understanding of consumer behavior in the context of social media platforms and offer valuable implications for marketers and businesses aiming to leverage TikTok for product promotion.