Pengaruh Electronic Word of Mouth (e-WOM) Valence dan Perceived Brand Qualityterhadap Online Purchase Intention Produk Sabun BDL (Studi Kasus Pada Endorsement Sabun BDL Fadil Jaidi di Tiktok)
Abstract
Abstract.
The growing discussions about facial beauty on social media, along with the increasing trend of using
skincare products, have encouraged companies to utilize digital marketing strategies, one of which is by
collaborating with influencers to expand market reach and increase consumer purchases. BDL Soap is a
beauty soap product that promotes itself through an endorsement by Fadil Jaidi on TikTok. This study aimed
to examine the impact of Electronic Word of Mouth (e-WOM) Valence and Perceived Brand Quality on Online
Purchase Intention. The study involved 267 respondents who are active TikTok social media users and have
observed Fadil Jaidi's endorsement content of BDL Soap. The method used is Structural Equation Modeling
(SEM) with a Partial Least Square (PLS) approach. The analysis results showed that Electronic Word of
Mouth (e-WOM) Valence and Perceived Brand Quality significantly influence Online Purchase Intention, with
a value of 67.4%.
Keywords: e-WOM Valance, Perceived Brand Quality, Online Purchase Intention
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