Overview

Original Research

THE INFLUENCE OF SOCIAL MEDIA MARKETING TIKTOK ON PURCHASE INTENTION THROUGH EWOM AND CUSTOMER TRUST

ILMA ALIYA SAHAL 1, MAYA ARIYANTI 2, and DEDI ISKAMTO 3.

Vol 18, No 10 ( 2023 )   |  DOI: 10.5281/zenodo.10029146   |   Author Affiliation: Magister Student, Telkom University, Bandung, Indonesia 1; Associate Professor in Marketing, Telkom University, Bandung, Indonesia 2,3.   |   Licensing: CC 4.0   |   Pg no: 464-479   |   Published on: 06-10-2023

Abstract

The purpose of this study was to determine the impact of social media marketing TikTok on purchase intention via EWOM and customer trust in the clothing products. This study is classified as quantitative research because it collects data through a questionnaire. We gathered information from 420 people using a Google Form survey with multiple parameters. The data was analysed using the SmartPLS tool and the SEM. We discovered that social media marketing had a positive and significant impact on the purchase intention of TikTok Shop clothing products. However, brand image and customer engagement also have an impact on purchase intention. EWOM has the most significant impact as a mediation variabel in improving purchase intention.

Keywords

Customer Trust, EWOM, Purchase Intention, Social Media Marketing, and TikTok.