Image of Analisis Pengaruh Electronic Word of Mouth (eWOM) Pada Consumers’ Purchase Intention di Social Commerce (S-Commerce) Aplikasi TikTok

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Analisis Pengaruh Electronic Word of Mouth (eWOM) Pada Consumers’ Purchase Intention di Social Commerce (S-Commerce) Aplikasi TikTok

The rapid growth of the internet has shifted the e-commerce paradigm to social commerce (s-commerce). One of the most popular s-commerce platforms in Indonesia is TikTok. This social media offers its users to view the information spread on the for you page, communicate with each other, to allow users to freely share opinions and information to transact related to products or services (eWOM). This study aimed to examine the impact of information circulating on TikTok in the form of eWOM on consumer purchase intentions. This study is based on the theory of the Elaboration Likelihood Model (ELM), Theory of Reasoned Action (TRA), and Social Support Theory (SST) which were processed using Partial Least Square-Structural Equation Modeling (PLS-SEM) using questionnaire data from 228 respondents. The results of this study prove that information credibility, social support, innovativeness, website quality, and attitude towards eWOM are the determinants of eWOM involvement in TikTok s-commerce then Attitude towards eWOM and eWOM Engagement affect consumer purchase intentions in TikTok s-commerce..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13555PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Purchase intention
Social commerce
Electronic word of mouth
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiv, 98 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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