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.

Keywords

  • Debt Restructuring
  • Financial Performance
  • Financial Ratio Analysis

References

  1. Dayoh, M. L., Widyarini, L. A., & Agrippina, Y. R. (2022). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES TO PURCHASE INTENTION. Jurnal Ilmiah Mahasiswa Manajemen (JUMMA), 11(1). https://doi.org/10.33508/jumma.v11i1.3951
  2. Indrawati, Yones, P. C. P., & Muthaiyah, S. (2022). eWOM via the TikTok application and its influence on the purchase intention of Somethinc products. Asia Pacific Management Review. 10.1016/j.apmrv.2022.07.007
  3. Nugraha, M. R., Millanyani, H., & Nurhazizah, E. (2024). Dampak Consumer-Based Brand Equitypada Consumer Attitudedan Consumer Intentionterhadap Electronic Word of Mouth (E-WOM) pada Brand Somethinc. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(8). https://doi.org/10.47467/alkharaj.v6i8.3546
  4. Anwar, A. F., Darpito, S. H., & Nurrohim, H. (2022). Pengaruh Brand Image, Perceived Quality, Perceived Price terhadap Niat Beli Survei Pada Generasi Muda Calon Konsumen Produk Thrift di Daerah Istimewa Yogyakarta. Jurnal Ilmiah Manajemen Kesatuan, 10(2), 327–336. doi.org/10.37641/jimkes.v10i2.1422
  5. Annur, C. M. (2023). Indonesia Punya Pengguna TikTok Terbanyak ke-2 di Dunia. https://databoks.katadata.co.id/datapublish/2023/11/22/indonesia-punya-pengguna-tiktok-terbanyak-ke-2-di-duniaLintin, I. Y. (2023). Compas Market Insight: Road to HARBOLNAS Report 2023. https://compas.co.id/article/compas-harbolnas-report/
  6. Kurniawan, D. (2024). The Success Story Of Local Parfum Brands Gets Audience On TikTok. https://voi.id/en/economy/344040#google_vignette
  7. Kohler, E., Mogaji, E., & Erkan, I. (2023). Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions. Sustainability, 15(10), 8036. 10.3390/su15108036
  8. Syahputra, I., Ginting, P., & Lubis, A. N. (2023). THE INFLUENCE OF eWOM AND PERCEPTION OF PRICE ON PURCHASE INTENTION WITH BRAND IMAGE AS AN INTERVENING VARIABLE IN KAHF CARE PRODUCTS. International Journal of Economic Business Accounting Agriculture Management and Sharia Administration (IJEBAS), 3(3), 983-988. 10.54443/ijebas.v3i3.951
  9. Nasution, M. R. F., Pujangkoro, S., & Sembiring, B. K. F. (2023). The Influence of Information Quality, Facilities, and Alumni on the Decision to Choose a WBI Polytechnic Campus Through Brand Image as an Intervening Variable. Journal of Religious and Social Scientific, 17(1). http://dx.doi.org/10.35931/aq.v17i1.1805
  10. Lee, C.-H., & Chen, C.-W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6). https://doi.org/10.3390/info12060241
  11. Ngarmwongnoi, C., Oliveira, J. S., Abedrabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing. 10.1108/JCM-10-2019-3450
  12. Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of information quality on information adoption on social media review platforms: moderating role of perceived risk. Data Science and Management, 1(1), 13-22. https://doi.org/10.1016/j.dsm.2021.02.004
  13. Hussain, S., Song, X., & Niu, B. (2020). Consumers’ Motivational Involvement in eWOM for Information Adoption: The Mediating Role of Organizational Motives. Frontiers in Psychology, 10(3055). 10.3389/fpsyg.2019.03055
  14. Tjongirin, R., Gianto, M., & Sihombing, S. O. (2020). Applying the information acceptance model to predict purchase intention in social media. Jurnal Manajemen dan Pemasaran Jasa, 13(2), 263. 10.25105/jmpj.v13i2.6234
  15. Sardar, A., Manzoor, E. D. A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. SAGE Open, 11(4), 215824402110525. 10.1177/21582440211052547
  16. Harahap, R. A., Lita, R. P., & Meuthia. (2023). The Effect of Information Quality, Quantity, Credibility, Usefulness, and Adoption on Purchase Intention of Kahf Skincare at Shopee. Jurnal Manajemen dan Kewirausahaan, 11(2), 171-183.
  17. Indrawati. (2015). Metode Penelitian Manajemen Dan Bisnis : Konvergensi Teknologi Komunikasi dan Informasi (1st ed.). Refika Aditama.
  18. Rahaman, d. A., Hassan, H. M. K., Al Asheq, A., & Islam, K. M. A. (2022). The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory. PLoS ONE, 17(9), e0272926. https://doi.org/10.1371/journal.pone.0272926
  19. Leong, C. M., Loi, A. M.-W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 1-13. 10.1057/s41270-021-00132-9
  20. Kintradinata, L. L., & Hidayah, R. T. (2023). PENGARUH ELECTRONIC WORD OF MOUTH MELALUI APLIKASI TIKTOK TERHADAP MINAT BELI PADA PRODUK SKINTIFIC. JMBI UNSRAT, 10(2). https://doi.org/10.35794/jmbi.v10i2.48748