Pengaruh Electronic Word of Mouth di TikTok terhadap Purchase Intention Produk Innisfree melalui Brand Image

Aulya Marshanda Ramadhani, Adam Hermawan, Adi Prehanto

Abstract


Penelitian ini bertujuan untuk mengeksplorasi sejauh mana pengaruh Electronic Word of Mouth (e-WOM) yang tersebar melalui platform TikTok terhadap Purchase Intention konsumen terhadap produk Innisfree, dengan mempertimbangkan peran Brand Image sebagai mediator. Studi ini dilaksanakan dengan pendekatan kuantitatif dan melibatkan 190 responden aktif pengguna TikTok. Hubungan antar variabel dianalisis menggunakan regresi dan uji jalur (path analysis). Temuan dalam penelitian ini mengindikasikan bahwa e-WOM secara signifikan berkontribusi dalam membentuk citra merek, serta secara langsung memengaruhi keinginan konsumen untuk membeli. Brand Image juga menunjukkan pengaruh positif yang berarti terhadap Purchase Intention. Namun, ketika diuji sebagai variabel perantara antara e-WOM dan Purchase Intention, Brand Image tidak memberikan dampak yang signifikan secara statistik, walaupun arah relasinya tetap positif.

Keywords


Brand Image; Electronic Word of Mouth; Purchase Intention

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References


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DOI: https://doi.org/10.17509/ijdb.v5i2.88708

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