Fadhila, Muthia Ratna and , Soepatini, S.E., M.Si., Ph.D. (2024) E-Wom Via The Tiktok Application And It’s Influence On The Purchase Intention Of Skintific Products. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research aims to analyze the impact of electronic word of mouth that including information quality, information quantity, information usefulness, information credibility, and information adoption on consumer purchase intention. Skintific is one of the brands that is being trending in Beauty Brand Industry. The population of the research consist of consumer who had not previously purchased Skintific. The method of this study use quantitative approach. Data were collected through online survey by purposive sampling. Data analysis in this study was carried out using a structural equation model of Partial Least Square (PLS) 3.0. Through a comprehensive analysis of existing literature and empirical evidence, this study reveals that information credibility emerges as the most influential factor affecting purchase intention within the realm of E-WOM. This study found that information adoption positively and significantly influences purchase intention on Skintific Product. The findings underscore the importance of cultivating reliable and trustworthy online information to enhance consumer trust and ultimately drive purchase intentions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | E-Wom, Information Quality, Information Quantity, Information Credibility, Information Usefulness, Information Adoption, And Purchase Intention |
| Subjects: | H Social Sciences > HD Management, Business and Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MUTHIA RATNA FADHILA |
| Date Deposited: | 17 May 2024 00:53 |
| Last Modified: | 17 May 2024 00:53 |
| URI: | http://eprints.ums.ac.id/id/eprint/123930 |
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