Abstract
The development of technology affects people's life patterns in the digital and modern direction which has an impact on the development of the internet. The number of internet users in Indonesia continues to increase from year to year, which affects the development of the number of social media users in Indonesia. Traditional WOM promotions have been replaced by promotions through eWOM through social media. TikTok has become one of the trending social media platforms with fashion product content in its application as a promotional medium. This study aims to find out how the influence of eWOM consisting of information quality, information quantity, information credibility, information usefulness, information adoption, and satisfaction variables on TikTok social media on the purchase intention of consumers of fashion products in Jakarta. This research was conducted using a quantitative method. The number of samples in this study was 178 respondents. The sampling technique in this study is nonprobability with the judgemental sampling method. The data collection technique used a questionnaire with a likert scale of 1-5. Data analysis using the Structural Equation Model (SEM) method using the SmartPLS 4.0 data processing application.
Published Version
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