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"Penelitian ini bertujuan untuk menganalisis pengaruh customer-to-customer electronic word of mouth melalui TikTok terhadap purchase intention skincare product pada generasi Z di Indonesia. Media sosial merupakan media penyebaran electronic word of mouth. Dalam penelitian ini, peneliti ingin menginvestigasi faktor apa yang memengaruhi eWOM usefulness dan credibility dan mengapa konsumen mengadopsi eWOM sebelum melakukan pembelian. Penelitian ini merupakan penelitian kuantitatif dan dengan metode Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa aperceived persuasiveness, perceived informativeness, source expertise, dan source trustworthiness memiliki efek positif terhadap eWOM usefulness dan credibility dan pada akhirnya mempengaruhi purchase intention melalui mediasi.

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This study aims to analyze the influence of customer-to-customer electronic word of mouth via TikTok on the purchase intention of generation Z’s skincare products in Indonesia. Social media is a medium to spread electronic word of mouth. This research wants to investigate factors that affect eWOM’s usefulness and credibility and why consumers adopt eWOM before they make a purchase. The quantitative research was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM). According to the results, perceived persuasiveness, perceived informativeness, source expertise, and source trustworthiness have positive effects on eWOM's usefulness and credibility, then, through mediation, affect the purchase intention."

"Studi ini menginvestigasi bagaimana beragam bentuk elemen eWOM, yaitu information quality, information credibility, information quantity, needs of information, dan attitude towards information membentuk information usefulness dan information adoption di aplikasi review kuliner. Selanjutnya, penelitian ini menguji bagaimana information usefulness dan information adoption pada dorongan untuk membeli. Dengan menggunakan pendekatan kuantitatif dan analisis SEM-PLS melalui SmartPLS, data dikumpulkan dari 204 pengguna PergiKuliner. Hasilnya menunjukkan bahwa information adoption secara signifikan dan positif memengaruhi niat beli. Meskipun kegunaan informasi juga secara signifikan meningkatkan information adoption, beberapa karakteristik eWOM seperti kredibilitas informasi dan kuantitas informasi tidak secara signifikan memengaruhi adopsi atau kegunaan. Temuan lain dari penelitian ini adalah attitude towards information dan information quantity hanya secara signifikan memengaruhi adopsi dan needs of information hanya secara signifikan memengaruhi kegunaan.

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This study investigates how various eWOM elements (information quality, information credibility, information quantity, needs of information, and attitude towards information) shape information usefulness and information adoption within food review applications. Furthermore, this research examines the impact of information usefulness and information adoption on purchase intention. Employing a quantitative approach and SEM-PLS analysis via SmartPLS, data was collected from 204 PergiKuliner users. The results indicate that information adoption significantly and positively influences purchase intention. Although information usefulness also significantly enhances information adoption, some eWOM characteristics like information credibility and information quantity do not significantly affect adoption or usefulness. Another finding from this research is attitude towards information and information quality only significantly influences adoption and needs of information only significantly influences usefulness. These findings enrich the marketing literature, especially within the F&B category. The research also offers practical and ethical insights for restaurant review companies in designing more effective promotional strategies. "

"Kehadiran panduan dan direktori seputar restoran meningkatkan kesempatan terjadinya percakapan dalam bentuk electronic word of mouth eWOM . Fenomena ini memberikan dampak besar bagi para pemasar, khususnya di industri food and beverage karena informai eWOM terbukti dapat memengaruhi keputusan konsumsi konsumen. Penelitian ini ditujukan untuk melihat pengaruh dari percakapan dalam bentuk eWOM yang disampaikan pada fitur review Zomato terhadap intensi membeli konsumen. Untuk itu, penelitian ini mengembangkan model penelitian melalui integrasi antara konsep Information Adoption Model IAM dengan Technology Acceptance Model TAM . Model yang dikembangkan kemudian divalidasi menggunakan Structural Equation Modelling SEM berdasarkan data yang diperoleh melalui survei kepada pengguna Zomato dengan kisaran usia antara 18 hingga 34 tahun. Hasil penelitian ini mengonfirmasi bahwa kualitas, kredibilitas, kegunaan, sikap terhadap informasi, serta kesediaan mengadopsi informasi merupakan faktor-faktor eWOM yang mampu memengaruhi intensi membeli konsumen. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini.

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Restaurant search and discovery service have created valuable opportunities for electronic word of mouth eWOM conversations. This phenomenon impacts marketers, especially in food and beverage industry as this easily accessible information could greatly affect consumption decision. The aim of this study is to examine the influence of these conversations in Zomato rsquo s review on consumer rsquo s purchase intention. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model IAM and related components of Technology Acceptance Model TAM . The new model was validated through Structural Equation Modelling SEM based on survey collected from Zomato rsquo s user with range of 18 to 34 years old. The results confirm that quality, credibility, usefulness, attitude towards information, and information adoption are the key factors of eWOM that influence consumers rsquo purchase intention. Managerial implications are discussed as well as recommendations for further research."

"Aplikasi traveling efektif digunakan untuk mencari informasi dan membeli produk wisata. Online review adalah sumber informasi paling berpengaruh dalam industri pariwisata. Studi ini menganalisis pengaruh faktor eWOM: informational determinants (perceived eWOM usefulness dan perceived eWOM credibility of online reviews), personal determinants (using experience of eWOM dan product involvement), serta effects of negative reviews (perceived diagnosticity of negative reviews dan negative review impression) terhadap purchase intention dalam aplikasi traveling dengan beberapa variabel mediasi (attitude terhadap online review, attitude terhadap produk, attitude terhadap brand, dan eWOM adoption). Penelitian ini menggunakan Information Adoption Model. Terdapat 356 respon yang dikumpulkan melalui survei online dengan purposive sampling. Structural Equation Modeling digunakan untuk menganalisis 17 hipotesis. Hasil penelitian menunjukkan bahwa hanya perceived credibility of online review tidak memiliki dampak tidak langsung terhadap purchase intention. Penelitian ini menunjukkan pentingnya peran attitude konsumen dan adopsi eWOM sebagai variabel mediasi dalam meningkatkan purchase intention. Penelitian ini memberikan kontribusi kepada industri, khususnya pengelola aplikasi traveling untuk mengatur strategi eWOM dan penyedia produk perjalanan dalam mengelola aktivitas mereknya.

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Traveling applications are effective tools for searching information and purchasing tourism products. Online reviews are the most influential information source in the tourism industry. This study determines the effect of eWOM factors: informational determinants (perceived eWOM usefulness and eWOM perceived credibility of online reviews); personal determinants (using experience of eWOM and product involvement); and the effects of negative reviews (perceived diagnosticity of negative reviews and negative review impression) on purchase intention in traveling applications through some mediating variables (attitude toward online review, attitude toward product, attitude toward brand, and eWOM adoption). This study uses Information Adoption Model and integrates consumer attitude. There were 356 respondents collected through online survey and purposive sampling. Further, Structural Equation Modeling was employed to analyze 17 hypotheses. The results showed that only perceived credibility of online review has no indirect impact on purchase intention. It exhibits the importance role of consumers’ attitude and eWOM adoption as mediating variables in promoting purchase intention. This study contributes to industry, especially traveling application managers to arrange their eWOM strategies and travel product providers in managing their brand activities."

"Berlandaskan Service Dominant Logic, Value Co-Creation, dan Information Adoption Model, model penelitian ini mengkaji terkait pengaruh Social Media Interactions pada konten destinasi wisata terhadap Visit Intention dan Behavioral Engagement, serta melibatkan Source Credibility, Homophily, dan Content Quality sebagai perantara pada hubungan tersebut. Untuk memberikan implikasi yang lebih spesifik, penelitian ini juga membandingkan bagaimana model tersebut pada dua jenis konten yang berbeda, yakni antara konten influencer dengan konten pengguna biasa (UGC). Penelitian ini menggunakan metode kuesioner survei dan mendapatkan sebanyak 313 sampel yang memenuhi kriteria penelitian, yaitu berdomisili di Indonesia, rentang usia 17 – 43 tahun, menggunakan media sosial, dan terpapar oleh konten destinasi wisata dalam 1 bulan terakhir. Berdasarkan analisis menggunakan perangkat lunak SmartPLS, penelitian ini menemukan bahwa Social Media Interactions yang terjadi pada konten destinasi wisata berpengaruh positif terhadap minat konsumen mengunjungi destinasi wisata (Visit Intention) serta memicu perilaku keterlibatan mereka terhadap konten (Behavioral Engagement). Homophily dengan sumber konten destinasi dan kualitas konten destinasi wisata (Content Quality) juga terbukti memiliki peran sebagai perantara pada hubungan tersebut. Disamping itu, temuan pada penelitian ini juga mendapatkan perbedaan antara konten influencer dengan UGC. Pada konten influencer, Behavioral Engagement dipengaruhi oleh Homophily dan Content Quality. Lain halnya dengan UGC, Behavioral Engagement dipengaruhi oleh Social Media Interactions. Hasil penelitian ini diharapkan dapat memberikan kontribusi teoritis dan implikasi manajerial pada bidang pemasaran digital, khususnya terkait penggunaan media sosial dan pengaruhnya terhadap perilaku konsumen.

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This research uses a survei questionnaire method and obtained 313 samples that meet this research criteria, which are those who located in Indonesia, age 17 to 43, using social media, and exposed to destination content in the last 1 month. Based on analysis using SmartPLS software, this study found that Social Media Interactions on destination content positively influence consumers' interest in visiting the destination (Visit Intention) and trigger their engagement behavior with the content (Behavioral Engagement). Homophily with the content source and the quality of the destination content (Content Quality) were also proven to play intermediary roles in this relationship. Additionally, the findings of this study revealed differences between influencer content and UGC. In influencer content, Behavioral Engagement is influenced by Homophily and Content Quality. On the other hand, in UGC, Behavioral Engagement is influenced by Social Media Interactions. The results of this research are expected to provide theoretical contributions and managerial implications in the field of digital marketing, particularly regarding the use of social media and its influence on consumer behavior."

"Penelitian ini meneliti pengaruh kualitas informasi dan kredibilitas sumber eWOM terkait produk kecantikan pada social networking services terhadap niat pembelian. Penelitian ini menggunakan teori Information Adoption Model (IAM). Desain penelitian ini adalah desain metode kuantitatif dan pendekatan konklusif deskriptif cross-sectional. Data primer dikumpulkan melalui metode survei dengan kuesioner daring yang dibagikan kepada 190 responden yang diambil dengan metode non-probability sampling purposive dengan memenuhi kriteria: WNI berumur 18 tahun ke atas, pernah mengakses konten produk kecantikan di TikTok/Instagram, dan membeli produk kecantikan dalam setahun terakhir. Analisis data dilakukan dengan metode SEM-PLS yang mencakup analisis model pengukuran dan analisis model struktural. Berdasarkan hasil pengujian data, ditemukan bahwa kualitas informasi dan kredibilitas sumber berpengaruh positif terhadap persepsi manfaat informasi eWOM, yang kemudian berpengaruh positif terhadap adopsi informasi dan niat pembelian produk kecantikan. Temuan ini diharapkan menjadi panduan dalam aktivitas pemasaran industri kecantikan yang melibatkan eWOM dan influencer marketing.

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This study examines the influence of information quality and source credibility of eWOM related to beauty products on social networking services on purchase intentions. The research employs the Information Adoption Model (IAM) theory. The research design is a quantitative method design and a conclusive descriptive cross-sectional approach. Primary data was collected through a survey method using an online questionnaire distributed to 190 respondents selected through non-probability purposive sampling, meeting the criteria: Indonesian citizens aged 18 and above, having accessed beauty product content on TikTok/Instagram, and purchased beauty products in the past year. Data analysis was conducted using the SEM-PLS method, which includes measurement model analysis and structural model analysis. Based on the data testing results, it was found that information quality and source credibility positively influence the perceived benefits of eWOM information, which then positively influence information adoption and purchase intentions for beauty products. These findings are expected to guide marketing activities in the beauty industry involving eWOM and influencer marketing."

"Pada era digital saat ini, TikTok menjadi salah satu media sosial yang paling populer di kalangan anak muda dan berperan penting dalam memengaruhi keputusan pembelian, terutama melalui konten ulasan dan rekomendasi produk. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi online purchase intention produk skincare di kalangan Generasi Z melalui platform media sosial TikTok. Penelitian ini merupakan penelitian kuantitatif yang dilakukan melalui metode survei secara daring kepada responden Generasi Z yang pernah melihat konten review atau ulasan mengenai produk skincare di TikTok. Data penelitian diperoleh dari 250 responden dan dianalisis menggunakan teknik Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa eWOM dan information credibility berpengaruh signifikan terhadap online purchase intention produk skincare di platform TikTok. Penelitian ini juga menemukan bahwa faktor information usefulness memiliki peran penting dalam membentuk attitude towards information dan information adoption, yang kemudian berpengaruh terhadap online purchase intention.

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In the current digital era, TikTok has become one of the most popular social media platforms among young people and plays an important role in influencing purchasing decisions, especially through content such as product reviews and recommendations. This study aims to analyze the factors that affect the online purchase intention of skincare products among Generation Z through the TikTok social media platform. This research is a quantitative study conducted using a survey method targeting Generation Z respondents who have viewed review or testimonial content about skincare products on TikTok. The research data were obtained from 250 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The results indicate that eWOM and information credibility have a significant influence on the online purchase intention of skincare products on the TikTok platform. This study also found that the factor of information usefulness plays an important role in shaping attitude towards information and information adoption, which subsequently influence online purchase intention."

"Meningkatnya tren perawatan pribadi telah mendorong pertumbuhan yang signifikan dalam industri kecantikan. Seiring dengan pertumbuhan ini, semakin banyak merek lokal di pasaran yang menawarkan berbagai macam produk. Keragaman pilihan ini telah membuat proses pengambilan keputusan semakin kompleks, sehingga konsumen memerlukan informasi tambahan sebelum mereka melakukan keputusan pembelian produk tertentu. Dalam konteks ini, media sosial seringkali digunakan untuk mencari referensi sebelum membeli produk. Di antara berbagai sumber informasi, electronic word-of-mouth (eWOM) - dibagikan oleh pengguna lain melalui platform digital, memainkan peran yang signifikan. Berdasarkan latar belakang tersebut, penelitian ini bertujuan untuk menganalisis pengaruh eWOM terhadap niat pembelian, dengan fokus produk personal care lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui metode survei. Data dianalisis menggunakan Structural Equation Modeling (SEM). Sebelum analisis utama, dilakukan tahapan pre-test menggunakan SPSS untuk memastikan validitas dan reliabilitas instrumen penelitian. Hasil penelitian menunjukkan bahwa terdapat lima karakteristik eWOM yang secara signifikan memengaruhi Information Usefulness (IU), meliputi Attitude towards Information (ATI), Information Credibility (CRE), Information Quantity (IQT), Need of Information (NI), dan Emotive Word Comprehension (W). Namun, di antara karakteristik tersebut, hanya Need of Information (NI) yang ditemukan memiliki pengaruh signifikan terhadap Information Adoption (IA). Penelitian ini diharapkan dapat memberikan wawasan berharga bagi para praktisi bisnis untuk meningkatkan strategi pemasaran digital mereka melalui pemanfaatan eWOM yang lebih efektif.

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The rising trend of personal care has driven significant growth in the beauty industry. Along with this growth, local markets are increasingly entering the market, offering a wide range of products. This diversity of choice has made the decision-making process increasingly complex, encouraging consumers to seek additional information before making a purchase decision. In this context, social media is frequently used as a reference source before buying products. Among the various sources of information, electronic word-of-mouth (eWOM) - shared by other users through digital platforms, plays a significant role. Based on this background, this study aims to analyze the influence of eWOM on purchase intention, focusing on local personal care products. This study employs a quantitative research approach with data collected through a survey method. Data were analyzed using Structural Equation Modeling (SEM). Prior to the main analysis, a pre-test was conducted using SPSS to ensure the validity and reliability of the research instruments. The results of the study show that there are five characteristics of eWOM that significantly affect Information Usefulness (IU), including Attitude towards Information (ATI), Information Credibility (CRE), Information Quantity (IQT), Need of Information (NI), and Emotive Word Comprehension (W). However, among these characteristics, only Need of Information (NI) was found to be a significant influence on Information Adoption (IA). This study is expected to provide valuable insight for business practitioners to enhance their digital marketing strategies through more effective utilization of eWOM. "

"Fenomena artis hijrah merupakan topik hangat yang banyak diperbincangkan oleh penggemar dunia hiburan tanah air akhir – akhir ini. Salah satu komunitas yang cukup terkenal yaitu Kajian Musawarah karena banyak diikuti oleh artis – artis ternama Indonesia. Banyak merek fashion muslim milik artis yang ikut bermunculan seiring bertambahnya artis yang hijrah. Oleh karena itu, penelitian ini bertujuan untuk mengetahui apakah pembelian merek fashion artis Kajian Musawarah dipengaruhi oleh perceived e-WOM, online brand familiarity, online brand experience, central route, peripheral route dan information adoption. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan menggunakan software LISREL 8.80. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara central route dan peripheral route terhadap information adoption. Sedangkan tidak ditemukan pengaruh information adoption dan online brand experience terhadap consumers’ online purchase behaviour.

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The phenomenon of hijrah celebrity is a hot topic that has been discussed by fans of the entertainment world in Indonesia. One of the most well-known community is Kajian Musawarah, because it is followed by many famous Indonesian celebrities. Many muslim fashion brands that belong to celebrities have emerged as more celebrities have hijrah. Therefore, this study aims to determine whether the purchase of Kajian Musawarah celebrities’ fashion brands are influenced by perceived e-WOM, online brand familiarity, online brand experience, central route, peripheral route and information adoption. The method used in this research is Structural Equation Modeling (SEM) using LISREL 8.80 software. The results showed that there is an effect between the central route and the peripheral route on information adoption. While there is no effect of information adoption and online brand experience on consumers' online purchase behaviour."

"ABSTRAKAkhir-akhir ini, kategori produk apparel wanita lokal Indonesia telah berkembang dengan dukungan kemajuan teknologi dan tren belanja online yang meningkat. Maka dari itu, dengan mengetahui dan mengikuti pola perilaku konsumen saat ini di setiap tahap (mulai dari problem recognition hingga post-purchase behavior) dalam membuat keputusan pembelian online, diharapkan dapat membantu merek apparel lokal untuk meningkatkan penjualan dan memperluas pangsa pasar mereka. Penelitian ini menganalisis perilaku pembelian online konsumen melalui: online brand experience yang dimediasikan oleh online brand familiarity; pengaruh central route & peripheral route terhadap information adoption; information adoption yang dimediasikan oleh perceived e-WOM credibility; dan online purchase experience. Responden merupakan individu yang pernah membeli merek apparel lokal Indonesia melalui online, yang kemudian data diolah menggunakan metode Structural Equation Modeling (SEM). Hasil menunjukkan bahwa online brand experience memiliki pengaruh positif pada perilaku pembelian online konsumen hanya jika dimediasi oleh online brand familiarity; central route peripheral route memiliki pengaruh positif pada information adoption; information adoption yang dimediasi oleh perceived e-WOM credibility tidak secara signifikan mempengaruhi perilaku pembelian online konsumen; dan online purchase experience memiliki pengaruh positif pada perilaku pembelian online konsumen.

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ABSTRACTRecently, Indonesian local women apparel category has been growing with the support of technological advancements and the increasing trend of online shopping. Thus, by knowing and following the current patterns of consumer behavior at every stage (starting from problem recognition to post-purchase behavior) in making online purchase decisions, expected to help local apparel brands to increase the sales and expand their market share. This study is analyzing consumer online purchase behavior through: online brand experience mediated by online brand familiarity; the influence of central route & peripheral route on the information adoption; information adoption mediated by perceived e-WOM credibility; and online purchase experience. Respondents were people who has bought Indonesian local apparel brand through online, and the data is processed using Structural Equation Modeling (SEM) method. The results shows that online brand experience have a positive influence on consumer online purchase behavior only if mediated by online brand familiarity; central route peripheral route have a positive influence on information adoption; information adoption mediated by perceived e-WOM credibility is not significantly influence consumer online purchase behavior; and online purchase experience have a positive influence on consumer online purchase behavior."