Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli

Authors

  • Erika Desi Lestari Institut Manajemen Wiyata Indonesia
  • Ce Gunawan Institut Manajemen Wiyata Indonesia

Keywords:

Brand Image, Electronic Word Of Mouth, Purchase Intention

Abstract

This study aims to examine the effect of Electronic Word of Mouth (EWOM) on TikTok social media on Brand Image and its impact on buying interest in Scarlett Whitening products in Sukabumi City. The type of data used in this research is quantitative data. This study uses descriptive analysis techniques and path analysis using the SPSS program. The population of this research is the people of the city of Sukabumi who use social media, TikTok. The location is in the city of Sukabumi, West Java. Based on the Slovin formula, the number of research samples to be used is 100 people. The results showed that the variable electronic word of mouth had a positive and significant effect on brand image and had an impact on consumer buying interest. Based on the information they get from consumer reviews via TikTok social media, the people of Sukabumi can find out the quality and benefits of the Scarlett whitening product.

Downloads

Download data is not yet available.

References

Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2012). E-WOM scale: word of mouth measurement scale for eservice context. Canadian Journal of Administrative Sciences, 27(1) 5-23.

Gunawan, C. (2018). Mahir Menguasai SPSS: (Mudah Mengolah Data Dengan IBM SPSS Statistic 25). Deepublish.

Keller, K. (1993). Conceptualizing, measuring and managing customer-based drand equity. Journal Of Marketing, 57 (1), 1-22.

Keller, K. (2003). Strategic Brand Manajemen. London: Prentice Hall.

Kotler, P., & Keller, K. (2009). Manajemen Pemasaran. Jakarta: Penerbit Erlangga.

Raehman, F., Nawaz, T., Khan, A., & Hyder, S. (2014). How Advertising Affects the Buying Behavior of Consumers in Rural Areas: A Case of Pakistan. Academic Research International, 5(4),403-412.

Saputra, S., & M. Barus, F. (2020). Pengaruh Electronic Word Of Mouth (e-WOM) dan Citra Merek Terhadap MInat Belanja Konsumen di Batam. Julnal Ilmiah Manajemen dan Bisnis, Volume 5, No.1.

Setiadi. (2003). Perilaku Konsumen: Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Prenada Media.

Thurau, T. H., k, Kevin P Gwinner, Gianfranco Walsh, & Dwayne D Gremler. (2004). Electronic Word Of Mouth Via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet. Journal of Interactive Marketing, Vol. 18(1):38-52.

Downloads

Published

2021-02-28

How to Cite

Erika Desi Lestari, & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli . JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS), 1(2), 75–82. Retrieved from https://www.embiss.com/index.php/embiss/article/view/12