PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP PURCHASE INTENTION PRODUK FASHION DI TIKTOK DAN BRAND IMAGE SEBAGAI MEDIASI BAGI MAHASISWA DI KOTA PADANG

Loveita Azkal Azkiya Putri, Yunia Wardi

Abstract


Electronic Word of Mouth (e-WOM) menjadi semakin penting dalam perilaku konsumen fesyen seiring dengan pertumbuhan TikTok. Ulasan dan pengalaman pengguna dapat memengaruhi kesan merek dan Purchase Intention. Brand Image digunakan sebagai variabel mediasi untuk meneliti bagaimana Electronic Word of Mouth memengaruhi Purchase Intention fesyen TikTok di kalangan mahasiswa Kota Padang. Strategi kuantitatif kausal digunakan dalam penelitian ini. Data dikumpulkan dari 120 mahasiswa Kota Padang yang menggunakan TikTok dan telah menonton konten populer menggunakan metode purposive sampling. PLS-SEM digunakan untuk menganalisis data di SmartPLS 4. Electronic Word of Mouth secara positif dan dramatis memengaruhi Purchase Intention dan Brand Image. Lebih lanjut, Brand Image sangat memediasi dampak Electronic Word of Mouth terhadap Purchase Intention dan secara positif memengaruhinya. Temuan ini menunjukkan bahwa peningkatan Electronic Word of Mouth dapat meningkatkan Brand Image dan Purchase Intention fesyen TikTok.

Keywords


Electronic Word of Mouth, Brand Image, Purchase Intention, Tiktok, Fashion

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.104968

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