Abstract
This research focuses on developing new concepts and empirically testing eWoM variable-forming factors on consumer purchasing intentions, and looking at the indirect influence of e-wom forming indicators. This study used a sample of 100 respondents who had purchased after seeing tik-tok. The sampling technique used is purposive sampling by spreading questioner online. This study also uses structural equation technique with data analysis using SEM-PLS. The results showed that Platform Assistance has a significant effect on purchase intention. Not only that, but the concern of others and also helping the company has a positive and significant influence on purchasing intentions. This study is still rare in looking at what factors form the variable e-whom and how these factors influence consumer purchasing intentions. This research in the design is static, a model that develops based on empirical studies and testing that is only limited to establishing a simple relationship related to e-wom forming factors that can affect consumer purchasing intentions through a tik-tok application.
Highlights
Millennials currently take an important role in various fields of technology, and these developments are driving Internet users to increase each year, enhanced by the data from the Indonesian Internet Services Provider Association (APJII)
Based on the fact that the transaction was at least 2 times done, respondents had sufficient experience with e-WoM compared to respondents who only purchased for the first time, making it easier to obtain reliable research findings for researchers
Because this study is devoted to millennials or Gen Y, this study relates to individuals born in 1982-2004 as according (Linlin et al, 2020), that the millennial group as consisting of individuals born between 1982-2004
Summary
Millennials currently take an important role in various fields of technology, and these developments are driving Internet users to increase each year, enhanced by the data from the Indonesian Internet Services Provider Association (APJII). The second quarter of 2020 survey showed that the Internet in Indonesia was 196.7 million by the second period of 2020. Because if 171,2 million people were on the Internet in Indonesia in 2018. The population of Indonesia reaches 266 million people, based on data from the Central Bureau of Statistics (BPS). Internet users in Indonesia reached 73.7 percent.
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