The Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention (Case Study on TikTok Skincare NPURE Account) in 2025
##semicolon##
https://doi.org/10.59188/eduvest.v5i8.51466##semicolon##
Electronic Word of MouthAbstrakt
This study aims to determine the influence of electronic word of mouth (e-WOM) on consumer purchase intention for NPURE skincare products through the TikTok platform. In today's digital era, e-WOM is one of the effective marketing strategies in influencing consumer purchasing decisions, especially through social media. This study uses a quantitative approach with a simple linear regression method. The respondents in this study were 100 people who were active users of TikTok and had seen the content of NPURE products. The e-WOM variable is measured through three dimensions, namely intensity, valance of opinion, and content. Meanwhile, purchase intention is measured through four dimensions, namely transactional, referential, preferential, and exploratory interest. The results showed that electronic word of mouth was in the "quite good" category with a percentage of 67.8%, while purchase intention was in the "good" category with a percentage of 69.3%. The results of the regression analysis showed that e-WOM had a positive and significant effect on purchase intention with a significant value of <0.001, a t-value of 16.562 > t table (1.984), and a determination coefficient value of 0.737, which means that e-WOM contributed 73.7% to purchase intention. These findings reinforce the theory and previous research that the positive perceptions formed by digital reviews have an effect on consumer purchase intention. Therefore, companies need to improve their e-WOM strategy on social media to increase consumer engagement and confidence in their products.
##submission.citations##
Asosiasi Penyelenggara Jasa Internet Indonesia. (2023). Survei Internet Indonesia 2023 Tahap 1.
Ayu, G., Luviana, A., Sembiring, E., & Dyah Prami, A. A. I. N. (2022). Pengaruh Iklan Media Sosial Instagram (Instagram Advertisement) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Di Ayrin Moms & Baby Care STIE Bali Internasional Institute of Tourism Managemen. In Journal of Applied Management Studies (JAMMS) (Vol. 03, Issue 2).
Cahyani, D. S. (2022). Pengaruh Electronic Word of Mouth (E-WOM) Terhadap Niat Beli Produk Kosmetik Halal. 4(1), 88–100.
Effendi, T., & Defrizal, D. (2024). Pengaruh Sosial Media Marketing Dan E-Wom Terhadap Minat Beli Produk The Originote Di Bandar Lampung. Journal of Information System, Applied, Management, Accounting and Research, 8(1), 128–137. https://doi.org/10.52362/jisamar.v8i1.1417
Fatkhurrahman, M., & Wibowo, S. (2023). Pengaruh Konten Pemasaran Media Sosial Instagram Terhadap Minat Beli Konsumen (Studi pada Sacha Cafe Bandung Tahun 2023). 9 No 6, 2901–2903.
Iba, Z. (Zainuddin), & Wardhana, A. (Aditya). (2024). Operasionalisasi Variabel, Skala Pengukuran & Instrumen Penelitian Kuantitatif. https://repository.penerbiteureka.com/publications/569215/
Ikhsan, G. V. (2020). Pengaruh Manajemen Pengetahuan Dan Pemberdayaan Terhadap Kinerja Pada Pegawai Biro Sdm Kementerian Pendidikan Dan Kebudayaan Republik Indonesia.
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/J.APMRV.2022.07.007
Janna, N. M., & Herianto, H. (2021). Konsep Uji Validitas Dan Reliabilitas Dengan Menggunakan SPSS. https://doi.org/10.31219/OSF.IO/V9J52
Kementerian Koordinator Bidang Perekonomian Republik Indonesia. (2024, February 3). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy - Kementerian Koordinator Bidang Perekonomian Republik Indonesia. https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut-mendukung-penguatan-blue-economy
Khan, Z., Khan, A., Nabi, M. K., Khanam, Z., & Arwab, M. (2023). The effect of eWOM on consumer purchase intention and mediating role of brand equity: a study of apparel brands. Research Journal of Textile and Apparel. https://doi.org/10.1108/RJTA-11-2022-0133
Khoiry, A. H., & Amaliasari, D. (2023). Electronic Word Of Mouth dengan Minat Beli Produk Kosmetik (Survei Produk Npure pada Pengikut Instagram @npureofficial). Jurnal Penelitian Sosial Ilmu Komunikasi, 7(2), 139–147. https://journal.unpak.ac.id/index.php/apik
Kurniawan, E. P. R. W., Marsudi, & Aziz, N. (2024). Influence Electronic Word Of Mouth (E-Wom) To Purchase Intention Wardah Cosmetic Products With Brand Image As A Mediation Variable. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(3), 281–292. https://doi.org/10.22219/Jamanika.V4I3.36134
Masdaini, E., & Hemayani, A. D. (2022). Analisis Keputusan Pembelian pada Konsumen Warung Kopi Nilang. Jurnal Terapan Ilmu Ekonomi, Manajemen Dan Bisnis, 2(1), 2746–4229. http://jurnal.polsri.ac.id/index.php/jtiemb
Mehyar, H., Saeed, M., Baroom, H., Al-Ja’afreh, A., & Al-Adaileh, R. (2020). The Impact Of Electronic Word Of Mouth On Consumers Purchasing Intention. 98(02). https://www.researchgate.net/publication/338984000
Mitrakoesoema, N. I., & Ratnamiasih, I. (2019). Kepemimpinan Dalam Upaya Meningkatkan Motivasi Karyawan Asosiasi Perancang Pengusaha Mode Indonesia (Appmi) Jakarta.
Muharam, A. N., Widaningsih, S., & Mustikasari, A. (2021). Pengaruh Sosial Media Marketing Melalui Instagram Terhadap Minat Beli Produk Boci Baso Aci (Studi Kasus Pada PT. AA Mapan Perkasa Tahun 2020). E-Proceeding of Applied Science : Vol.7, No.4 Agustus 2021 |, 7 No 4, 625–634.
Mulyani, S. , R. (2021). Metodologi Penelitian. Widina Bhakti Persada Bandung.
NPURE | Buy Natural Skincare Online | Indonesia. (N.D.). Retrieved December 25, 2024, From Https://Npureofficial.Id/
npureofficial.id. (2022). NPURE Mendapatkan Penghargaan dari Museum Rekor Indonesia. Npureofficial. https://npureofficial.id/blogs/npure-story/penghargaan-dari-museum-rekor-indonesia
Nurasmi, N., & Andriana, A. N. (2024). Pengaruh Peran Beauty Vlogger, Electronic Word Of Mouth (E-Wom), Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Skintific Di Samarinda. Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 4901–4920. https://doi.org/10.37385/MSEJ.V5I2.4776
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059
Olivia, Y. D., & Syarif, M. (2022). Pengaruh Electronic Word Of Mouth (E-WOM) di Instagram Terhadap Keputusan Pembelian Pada Kangen Seblak Bojonegoro. Jurnal Kajian Ilmu Manajemen (JKIM), 2(4), 436–444. https://doi.org/10.21107/JKIM.V2I4.15573
Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). Pengaruh E-Wom Terhadap Brand Image Dan Purchase Intention Pada Hotel Bintang Tiga Di Bali. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-36
Purba, E., Purba, B., Khairad, F., Damanik, D., Siagian, V., Ginting, A. M., Silitonga, H. P., Fitrianna, N., SN, A., & Ernanda, R. (2021). Metode Penelitian Ekonomi.
Purnia, D. S., & Alawiyah, T. (2020). Metode Penelitian : Strategi Menyusun Tugas Akhir. Graha Ilmu. https://repository.nusamandiri.ac.id/repo/13100/Metode-Penelitian-:-Strategi-Menyusun-Tugas-Akhir
Putra, W., Winarno, & Sari, R. P. (2022). Analisis Pengaruh Periklanan Mobile TerhadapLoyalitas Konsumen Kartu Prabayar XL Karawang. vol 8.
Putri, A. J., & Syahputra, S. (2023). Pengaruh Dukungan Selebriti, Iklan, Dan Citra Merek Terhadap Minat Beli Produk Kecantikan Di Bandung. Management Studies and Entrepreneurship Journal (MSEJ), 4(3), 3399–3409. https://doi.org/10.37385/MSEJ.V4I4.2444
Putri, H., & Hidayah, R. T. (2023). Pengaruh Electronic Word Of Mouth (Ewom) Dan Brand Image Terhadap Minat Beli Pada Skincare Avoskin Beauty Melalui Platform Media Sosial Tiktok. Jmbi Unsrat (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(2), 1564–1576. https://doi.org/10.35794/JMBI.V10I2.50227
Radiman, C. A. J. (2020). Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Kepuasan Pelanggan Geprek Bensu di Kota Harapan Indah Bekasi / Claudia Ade Juantonia Radiman / 22160127 / Pembimbing: Abdullah Rakhman.
Rianty, I. (2022). The Effect of Scarlett Whitening’s Ad Message in YouTube Rewind Indonesia 2021 on Buying Interest.
Riyanto, S., & Hatmawan, A. A. (2020, January). E - Book - Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan dan Eksperimen. https://www.scribd.com/document/660122293/E-book-Metode-Riset-Penelitian-Kuantitatif-Penelitian-Di-Bidang-Manajem
Safitri, I., & Indra, N. (2024). Pengaruh Harga dan E-WOM (Electronic Word Of Mouth) Melalui Media Sosial TikTok Terhadap Minat Beli Produk Skincare Skintific. Pusat Publikasi Ilmu Manajemen, 2(3), 193–206.
Salsabila, A. (2020). Analisis Pengaruh Social Media, Word of Mouth, dan Influencer Terhadap Keputusan Pembelian (Studi Kasus pada Lovesick Coffee Bekasi) [sekolah tinggi ilmu ekonomi jakarta]. http://repository.stei.ac.id/1490/
Sindunata, I., & Wahyudi, B. A. (2018). Pengaruh E-Wom (Electronic-Word-Of-Mouth) Terhadap. Hospitality dan Manajemen Jasa, 6, 128–138.
Soekotjo, W., & Astuti, L. (2020). Analysis of the Effect of Price, Product, Cleanliness, and Service Quality on Customer Satisfaction. 2(1). http://wastu.unmerbaya.ac.id/index.php/wastu/index
Sudarsono, H. (2020). Buku ajar: Manajemen pemasaran. CV. Pustaka Abadi. https://books.google.co.id/books?id=Z fWDwAAQBAJ&printsec=frontcover&hl=id#v=onepage&q&f=false
TechnoBusiness Team. (2020, October). Spire Insight: Potensi Pasar Kosmetik Indonesia. https://technobusiness.id/insight/ys-insights/2020/10/30/spire-insight-potensi-pasar-kosmetik-indonesia/
Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/J.APMRV.2018.06.003
Tingga, C. P., Shollihat, W., Susanto, P. C., Handayani, T., Junedi, I. W. R., Putra, I. K. A. M., Wardhana, A., Pertiwi, W. N. B., Grace, E., Martini, E., & Jasfalini, S. (2022). Seni Pemasaran Kontemporer (A. Sudirman, Ed.). CV. Media Sains Indonesia. https://www.researchgate.net/publication/358981599
Tjiptono, F., & Diana, A. (2020). Pemasaran. Andi Offset. https://books.google.co.id/books/about/Pemasaran.html?id=Ck4D0AEACAAJ&redir_esc=y
Uzdah, L. A., & Asmunin, A. (2023). Analisis Pengaruh Electronic Word of Mouth (E-WOM) di Media Sosial terhadap Niat Beli Produk Skincare (Survey pada Followers Instagram Sociolla). Journal of Emerging Information System and Business Intelligence (JEISBI), 4(2), 118–125. https://ejournal.unesa.ac.id/index.php/JEISBI/article/view/52860
Wartono, T. P. I., & Utami, R. A. (2023). Pengaruh eWOM terhadap Niat Beli dengan Kepercayaan sebagai Variabel Mediasi dalam Produk Skincare Skintific. Economics Business Finance and Entrepreneurship, 2023: Economics Business Finance and Entrepreneurship, 169–179. https://proceedings.ums.ac.id/ebfelepma/article/view/3118
Wayan Widana, I., & Muliani, P. L. (2020). Uji Persyaratan Analisis (T. Fiktorius, Ed.). Klik Media.
Widodo, S., Ladyani, F., Asrianto, L. O., Rusdi, Khairunnisa, Lestari, S. M. P., Wijayanti, D. R., Devriany, A., Hidayat, A., Dalfian, Nurcahyati, S., Sjahriani, T., Armi, Widya, N., & Rogayah. (2023). Buku Ajar Metodo Penelitian. 1–188.
Yulianti, F., Lamsah, & Periyadi. (2019). Buku Manajemen Pemasaran. CV. Budi Utama.
Zahid, F., & Ruswanti, E. (2024). Electronic Word Of Mouth, Brand Image, Purchase Intention And Customer Purchase Decisions For Skinceuticals Users. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 229–244. https://doi.org/10.37641/JIMKES.V12I1.2414
Kotler, P., & Keller, K. L. (2022). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson Education.
Sujarweni, Wiratna. (2020). Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta
Sugiyono. (2019). Metode Penelitian Pendidikan: Kuantitatif, Kualitatif Kombinasi, R dan D, dan Penelitian Pendidikan. Bandung: Alfabeta.
##submission.downloads##
Publikované
##submission.howToCite##
Číslo
Sekcia
##submission.license##
##submission.copyrightStatement##
##submission.license.cc.by-sa4.footer##
