Developing Factors Of E-WOM: Intention To Buy from The Consumer Via Tik-Tok

Ratna Dewi

doi:10.24912/jm.v25i3.757

Authors

Ratna Dewi Department of Management, Faculty of Economic and Business, Universitas Muslim Indonesia, Makassar City, Indonesia

DOI:

https://doi.org/10.24912/jm.v25i3.757

Keywords: e-WoM, Purchase Intention, Tik-Tok, Millennials.

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 questionnaires online. This study also uses the 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.

Author Biography

Ratna Dewi, Department of Management, Faculty of Economic and Business, Universitas Muslim Indonesia, Makassar City, Indonesia

ratna.dewi@umi.ac.id

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