Articlediamond2024

Does e-WOM and Product Quality Impact Purchase Decision in Tiktok Indonesia?

Shemma Anggia Romanisti · Juniwati · Wenny Pebrianti · Heriyadi · Arman Jaya

5 citations0/0 files storedIlomata International Journal of Management

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Perception and Purchasing Behavior

Abstract

The impact of this is that sales of beauty products can contribute significantly to a country's economy. Successful cosmetics companies can create jobs, pay taxes and contribute to economic growth. This can influence consumer preferences and provide companies with information about what the market is interested in. This study aims to determine the effect of electronic word of mouth and product quality on purchasing decisions mediated by brand image on Maybelline mascara products in Indonesia. The population in this study are people who have bought Maybelline mascara on TikTok social media at least twice. This study will use a causal design approach with Structural Equation Modeling (SEM) as a statistical approach to test constructs and hypotheses built with AMOS 24 statistical aids. The number of samples used in this study were 215 respondents who had bought Maybelline mascara on TikTok at least 2 times. The results of this study indicate that electronic word of mouth and product quality have a positive and significant effect on purchasing decisions mediated by brand image.

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References

2019Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation 2022Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator 2018The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival 2021The role of visual cues in eWOM on consumers’ behavioral intention and decisions 2018Pricing, product quality, and collection optimization in a decentralized closed-loop supply chain with different channel structures: Game theoretical approach 2018Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ eWOM 2017Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth 2018Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

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