Developing Factors of E-Wom: Intention to Buy from the Consumer via Tik-Tok

Dewi, Ratna (2021) Developing Factors of E-Wom: Intention to Buy from the Consumer via Tik-Tok. Jurnal Manajemen, 25 (3). pp. 400-414. ISSN 1410-3583

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Abstract

Abstract: This research focuses on developing new concepts and empirically testing eWoM variable-forming factors on consumer purchasing intentions, and looking at the indirect influence of e-wom forming indicators. This study used a sample of 100 respondents who had purchased after seeing tik-tok. The sampling technique used is purposive sampling by spreading questioner online. This study also uses structural equation technique with data analysis using SEM-PLS. The results showed that Platform Assistance has a significant effect on purchase intention. Not only that, but the concern of others and also helping the company has a positive and significant influence on purchasing intentions. This study is still rare in looking at what factors form the variable e-whom and how these factors influence consumer purchasing intentions. This research in the design is static, a model that develops based on empirical studies and testing that is only limited to establishing a simple relationship related to e-wom forming factors that can affect consumer purchasing intentions through a tik-tok application. Keywords: e-WoM; Purchase Intention; Tik-Tok; Millennials.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	FAKULTAS EKONOMI
Depositing User:	Unnamed user with email admin@umi.ac.id
Date Deposited:	07 Jul 2023 04:05
Last Modified:	07 Jul 2023 04:05
URI:	http://repository.umi.ac.id/id/eprint/3065

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