Pengaruh Electronic Word-Of-Mouth (E-WoM) Melalui Aplikasi Tiktok Terhadap Minat Beli Produk Sepatu New Balance

Wika Novita Sari, Soepatini Soepatini

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh electronic word-of-mouth (e-WOM) melalui TikTok terhadap minat beli produk sepatu New Balance dengan pendekatan Information Adoption Model (IAM). Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei eksplanatori untuk menguji hubungan kausal antara kualitas informasi, kuantitas informasi, dan kredibilitas informasi sebagai variabel independen, kegunaan informasi dan adopsi informasi sebagai variabel mediasi, serta minat beli sebagai variabel dependen. Data diperoleh melalui kuesioner terstruktur dengan skala Likert 5 poin kepada responden Generasi Z (usia 17–28 tahun) di Kota Surakarta yang merupakan pengguna aktif TikTok, dengan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas informasi dan kuantitas informasi berpengaruh positif dan signifikan terhadap kegunaan informasi, sedangkan kredibilitas informasi tidak berpengaruh signifikan. Selanjutnya, kegunaan informasi berpengaruh positif terhadap adopsi informasi, dan adopsi informasi berpengaruh positif dan signifikan terhadap minat beli. Temuan ini menegaskan bahwa informasi yang bermanfaat mendorong adopsi informasi dan meningkatkan minat beli konsumen.

Keywords


adopsi informasi; electronic word-of-mouth; kualitas informasi; minat beli; TikTok

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DOI: https://doi.org/10.17509/ijdb.v5i4.99021

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