Pengaruh E-WOM Pada TikTok Terhadap Purchase Intention Produk Rose All Day

Panggabean, Sheli Angraini and Bryant, Vanessa (2024) Pengaruh E-WOM Pada TikTok Terhadap Purchase Intention Produk Rose All Day. Other thesis, Universitas Prasetiya Mulya.

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Abstract

E-WOM (Electronic Word of Mouth) adalah teknik pemasaran berbasis online yang disebarkan melalui komunikasi lisan di dunia maya. Salah satu media penyebaran E-WOM adalah melalui TikTok. Penelitian ini bertujuan untuk meneliti pengaruh E-WOM terhadap purchase intention produk Rose All Day. Penelitian ini menggunakan adaptasi model teoritis Information Adoption Model (IAM) oleh Sussman dan Siegel )2003) dan Information Acceptance Model (IACM) oleh Erkan dan Evans (2016). Penelitian menggunakan metode pendekatan kuantitatif dengan teknik purposive sampling menggunakan bantuan software AMOS-SEM untuk mengolah data. Peneliti melakukan survei terhadap 223 sampel pengikut akun TikTok Rose All Day. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif dari variabel argument quality dan source credibility terhadap information usefulness, information usefulness terhadap information adoption, dan information adoption terhadap purchase intention. Berdasarkan temuan ini, beberapa saran dibuat untuk manajemen brand Rose All Day dalam pemahaman peran dan manfaat argument quality, review quality, source credibility dan needs of information pada E-WOM terhadap information usefulness di Tiktok, serta untuk mendorong konsumen dalam menyebarkan word-of-mouth yang positif dalam meningkatkan purchase intention.

Item Type: Thesis (Other)
Uncontrolled Keywords: E-WOM, Electronic Word-of-Mouth, Promosi Lisan, Information Acceptance Model, Information Adoption Model, Niat Pembelian, TikTok, Rose All Day
Subjects: H Social Sciences > HF Commerce
Divisions: School of Business and Economics > S1 Branding
Depositing User: Librarian 01 at Universitas Prasetiya Mulya
Date Deposited: 13 Feb 2026 04:06
Last Modified: 13 Feb 2026 04:06
URI: https://elib.prasetiyamulya.ac.id/id/eprint/628

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