Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: This study aims to analyze the influence of Electronic Word of Mouth and Brand Awareness on Purchase Intention of Facetology products on TikTok. The research was conducted using a quantitative approach. Data was collected through a survey of 400 followers of the Tiktok account @facetologyofficial. The results of the study show that Electronic Word of Mouth and Brand Awareness have a significant influence on Purchase Intention of Facetology products on TikTok. The results of this study indicate that the more positive reviews are spread, the greater the consumer's intention to buy the product. The more well-known the Facetology brand is, the greater the tendency of consumers to choose the product. The combination of positive Electronic Word of Mouth and high levels of Brand Awareness are important factors in influencing consumer Purchase Intention.
Author: Kiyati Kiyati
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4415366183