Analysis of The Influence of Tiktok Social Media on Purchase Intention

Siti Mariam, Jerry Maratis, Abdul Haeba Ramli

Abstract


TikTok social media initially the application provided entertainment through interesting videos, currently the TikTok application has launched its newest feature, namely e-commerce or online buying and selling transactions called TikTok shop live which facilitates the promotion process and can generate quite large profits. This study adopts a quantitative research method with a descriptive design. In this study it can be seen that electronic word of mouth, product quality, and brand image have an influence in creating purchase intention on Cushion products of the Somethinc, Maybelline, Skintific, Luxcrime, and Wardah brands. Managerial implications that can be taken for Cushion business actors to focus more on marketing strategies to improve product quality, build brand image, and utilize electronic word of mouth as a tool in influencing consumer purchasing decisions.

Keywords


Electronic word of mouth; Brand image; Product quality; Purchase intention;

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References


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DOI: https://doi.org/10.31334/bijak.v22i1.4569

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