Article Sidebar

Submitted
9 July 2025
Accepted
9 July 2025
Published
9 July 2025
Download
PDF
Statistic
Read Counter : 303 Download : 196

Main Article Content

Abstract

TikTok banyak digunakan sebagai media promosi untuk memasarkan produk atau layanan jasa dengan menggunakan komunikasi e-WOM. Penelitian ini mempunyai tujuan untuk menjelaskan pengaruh electronic word of mouth (E-WOM) seperti kualitas informasi, kuantitas informasi, keahlian pengirim, kegunaan informasi, adopsi informasi terhadap niat beli produk kecantikan Avoskin pada sosial media TikTok di Indonesia. Populasi dan sampel penelitian ini adalah masyarakat yang berada di wilayah Indonesia. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan data primer. Metode pengumpulan data menggunakan kuesioner dan pengambilan sampel pada penelitian ini menggunakan metode covenience sampling. Data yang digunakan pada penelitian ini sebanyak 200 responden. Teknik analisis yang digunakan untuk menguji model serta hipotesis yaitu SEM (structural equation modeling) menggunakan bantuan program software SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa terdapat enam hipotesis kualitas informasi, kuantitas informasi, keahlian pengirim, kegunaan informasi, adopsi informasi berpengaruh positif dan signifikan terhadap niat beli.

Keywords

kualitas informasi kuantitas informasi keahlian pengirim kegunaan informasi adopsi informasi niat beli

Article Details

License

Copyright (c) 2025 Anggraheni Alfina Dewi, Albari

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Dewi, A. A., & Albari. (2025). Pengaruh Electronic Word of Mouth di Media Sosial Tiktok terhadap Minat Beli Produk Kecantikan Avoskin. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(2), 125–137. Retrieved from https://journal.uii.ac.id/selma/article/view/41878
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Adriyati, R. dan Indriani, F. (2017) “Pengaruh Electronic Word of Mouth Terhadap Citra Merek Dan Minat Beli Pada Produk Kosmetik Wardah,” Diponegoro Journal of Management, 6(4), hal. 908–921. Tersedia pada: https://ejournal3.undip.ac.id/index.php/djom/article/view/18046.
  2. Arsal, A. et al. (2019) “How important competitive advantage is for maize grain potential market,” in IOP Conference Series: Earth and Environmental Science. IOP Publishing, hal. 012098. Tersedia pada: https://doi.org/10.1088/1755-1315/343/1/012098.
  3. Bataineh, A.Q. (2015) “The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image,” International Journal of Marketing Studies, 7(1), hal. 126–137. Tersedia pada: https://doi.org/10.5539/ijms.v7n1p126.
  4. Cheung, M.L. et al. (2019) “Examining Consumers’ Adoption of Wearable Healthcare Technology: The Role of Health Attributes,” International Journal of Environmental Research and Public Health, 16(13), hal. 2257. Tersedia pada: https://doi.org/10.3390/ijerph16132257.
  5. Eneizan, B. et al. (2020) “E-WOM, Trust, Usefulness, Ease of Use, and Online Shopping via Websites: The Moderating Role of Online Shopping Experience,” Journal of Theoretical and Applied Information Technology, 98(13), hal. 2554–2565.
  6. Erkan, I. dan Evans, C. (2016) “The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption,” Computers in Human Behavior, 61, hal. 47–55. Tersedia pada: https://doi.org/10.1016/j.chb.2016.03.003.
  7. Filieri, R. dan McLeay, F. (2014) “E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews,” Journal of Travel Research, 53(1), hal. 44–57. Tersedia pada: https://doi.org/10.1177/0047287513481274.
  8. Ghozali, I. (2018) Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. 9th ed. Semarang: Badan Penerbit Universitas Diponegoro.
  9. Hair Jr, J.F. et al. (2021) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3 ed. Thousand Oaks: SAGE Publications, Inc. Tersedia pada: https://uk.sagepub.com/en-gb/eur/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book270548.
  10. Hong, H. dan Kim, H.-S. (2016) “Impact of Review Characteristics on Female Consumer Perceptions of Review Usefulness and Patronage Intent of Online Stores Hosting the Reviews,” Journal of the Korean Society of Clothing and Textiles, 40(6), hal. 994–1009. Tersedia pada: https://doi.org/10.5850/jksct.2016.40.6.994.
  11. Indrawati, Yones, P.C.P. dan Muthaiyah, S. (2023) “eWOM via the TikTok application and its influence on the purchase intention of somethinc products,” Asia Pacific Management Review, 28(2), hal. 174–184. Tersedia pada: https://doi.org/10.1016/j.apmrv.2022.07.007.
  12. Kemenperin RI (2020) Perubahan Gaya Hidup Dorong Industri Kosmetik, Kementrian Perindustrian Republik Indonesia. Tersedia pada: https://kemenperin.go.id/artikel/21460/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik (Diakses: 21 Oktober 2021).
  13. Kohler, E., Mogaji, E. dan Erkan, İ. (2023) “Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions,” Sustainability, 15(10), hal. 8036. Tersedia pada: https://doi.org/10.3390/su15108036.
  14. Le-Hoang, P.V. (2020) “The effects of Electronic Word of Mouth (eWOM) on the adoption of consumer eWOM information,” Independent Journal of Management & Production, 11(6), hal. 1749–1766. Tersedia pada: https://doi.org/10.14807/ijmp.v11i6.1152.
  15. Lee, E.-J. dan Shin, S.Y. (2014) “When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo,” Computers in Human Behavior, 31, hal. 356–366. Tersedia pada: https://doi.org/10.1016/j.chb.2013.10.050.
  16. Lee, K. (2018) The Influence of Beauty-Related YouTube content on Consumers’ Purchase Intention. The University of Tennessee, Knoxville. Tersedia pada: https://trace.tennessee.edu/utk_gradthes/5151/.
  17. Machdar, N.M. (2016) “THE EFFECT OF INFORMATION QUALITY ON PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE,” Business and Entrepreneurial Review, 15(2), hal. 131–146. Tersedia pada: https://doi.org/10.25105/ber.v15i2.4630.
  18. Ngarmwongnoi, C. et al. (2020) “The implications of eWOM adoption on the customer journey,” Journal of Consumer Marketing, 37(7), hal. 749–759. Tersedia pada: https://doi.org/10.1108/JCM-10-2019-3450.
  19. Oktaviani, B.R. dan Estaswara, H. (2022) “Pengaruh Electronic Word Of Mouth (eWOM) di Media Sosial Twitter @avoskinbeuaty Terhadap Keputusan Pembelian Avoskin,” Jurnal Publish, 1(1), hal. 10–24. Tersedia pada: https://doi.org/10.35814/publish.v1i1.3492.
  20. Panggabean, A.D. (2024) Ini Data Statistik Penggunaan Media Sosial Masyarakat Indonesia Tahun 2024, Radio Republik Indonesia. Diedit oleh Sumarsono. Tersedia pada: https://www.rri.co.id/iptek/721570/ini-data-statistik-penggunaan-media-sosial-masyarakat-indonesia-tahun-2024.
  21. Rani, A., Toni, M. dan Shivaprasad, H.N. (2022) “EXAMINING THE EFFECT OF ELECTRONIC WORD OF MOUTH (EWOM) COMMUNICATION ON PURCHASE INTENTION: A QUANTITATIVE APPROACH,” Journal of Content, Community & Communication, 15(8), hal. 130–146. Tersedia pada: https://www.researchgate.net/profile/Anshu-Rani/publication/362386472_EXAMINING_THE_EFFECT_OF_ELECTRONIC_WORD_OF_MOUTH_EWOM_COMMUNICATION_ON_PURCHASE_INTENTION_A_QUANTITATIVE_APPROACH/links/62e74c129d410c5ff3795a36/EXAMINING-THE-EFFECT-OF-ELECTRONIC-WORD-OF-MOUTH-EWOM-COMMUNICATION-ON-PURCHASE-INTENTION-A-QUANTITATIVE-APPROACH.pdf.
  22. Ruangkanjanases, A. et al. (2021) “E-WOM and Its Impacts on Purchasing Behavior: A Comparative Study between Thai and Indonesian Millennials,” International Journal of Electronic Commerce Studies, 12(1), hal. 65–83. Tersedia pada: https://doi.org/10.7903/ijecs.1893.
  23. Salsabila, A. dan Albari, A. (2023) “Influence Of EWOM Information On Consumers’ Behavior in Instagram Social Network,” Journal of Business and Management Review, 4(3), hal. 196–209. Tersedia pada: https://doi.org/10.47153/jbmr43.6462023.
  24. Sussman, S.W. dan Siegal, W.S. (2003) “Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption,” Information Systems Research, 14(1), hal. 47–65. Tersedia pada: https://doi.org/10.1287/isre.14.1.47.14767.
  25. Tien, D.H., Rivas, A.A.A. dan Liao, Y.-K. (2019) “Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites,” Asia Pacific Management Review, 24(3), hal. 238–249. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.apmrv.2018.06.003.
  26. Zeng, C.F. dan Seock, Y.-K. (2019) “Chinese consumers’ perceptions toward social media platform for shopping and eWOM intention: a study of WeChat,” International Journal of Fashion Design, Technology and Education, 12(2), hal. 199–207. Tersedia pada: https://doi.org/10.1080/17543266.2019.1572230.

Most read articles by the same author(s)