Purchase intention of skincare: The role of electronic word of mouth in Tiktok

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Published: May 28, 2023
DOI: https://doi.org/10.28932/jmm.v22i2.6399
Keywords:
electronic word of mouth, purchase intention, Tiktok electronic word of mouth, minat beli, Tiktok

Main Article Content

Alodia Lastri Dwiputri
Universitas Telkom
Syahputra Syahputra
Universitas Telkom

Abstract

Product for taking care of our skin or skincare products, are one of the most traded products internationally and account for 36,1percent of the total cosmetic export and import globally products including to Indonesia. There are many skincare companies that do marketing and utilize electronic word of mouth (e-WOM) using social media. With the aim of determining the influence of e-WOM (quality, quantity, and credibility) in Tiktok on the purchase intention of skincare X products, this study was conducted by collecting research data through the distribution of questionnaires and sampling as many as 445 respondent using the purposive sampling methods. The method that used for analysis is a multiple regression analysis test and is processed by SPSS 26 software. The results of the study for descriptive analysis show that e-WOM quality and credibility are in the good category, while e-WOM quantity is very good. Judging from the data regarding multiple linear regression analysis, simultaneously e-WOM quality, quantity, and credibility have a positive and significant effect on the buying interest of skincare X products, but partially only e-WOM quantity does not have a significant effect. Based on the coefficient of determination test, it shows the influence of electronic word of mouth (e-WOM) quality, quantity, and credibility on purchase intention by 48,5 percent. This research can be used by companies to increase consumer buying interest by promoting with e-WOM and focusing on the quality, quantity, and credibility of e-WOM.

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How to Cite
Dwiputri, A. L., & Syahputra, S. (2023). Purchase intention of skincare: The role of electronic word of mouth in Tiktok. Jurnal Manajemen Maranatha, 22(2), 217–226. https://doi.org/10.28932/jmm.v22i2.6399
Issue
Vol. 22 No. 2 (2023): Jurnal Manajemen Maranatha
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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