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Decoding Tiktok E-Wom: Unraveling Its Impact On Consumer Purchase Intentions For Saff & Co Products

Year: 2024

Type: article

Abstract: This study examines how eWOM on TikTok affects consumer purchase intentions for Saff & Co products. This study examines various eWOM factors using the information adoption model (IAM) as a framework. The study used a quantitative approach with 275 Indonesian TikTok users interested in Saff & Co; the study found that respondents rated the eWOM variables positively. Specifically, Information Quality, Information Quantity, Information Credibility, and Information Adoption significantly influence purchase intentions. The insights provide a foundation for Saff & Co. and the perfumery industry, ensuring that marketing strategies are aligned with consumer preferences and improving overall satisfaction.

Source: International Journal of Scientific Research and Management (IJSRM)

DOI: 10.18535/ijsrm/v12i08.em15

Authors: Lusiana Zulfa Amelia Damayanti, Indrawati Indrawati

Institution: Telkom University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4402334876

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