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Abstrak :
Dalam konteks brand fast fashion lokal Indonesia yaitu Erigo, eWOM yang terdiri dari aspek information quality, information quantity, dan information credibility yang informasi tersebar kepada pengguna TikTok generasi Z di Indonesia akan dapat memengaruhi tingkat adopsi informasi seseorang. Dengan pengadopsian informasi tersebut, maka akan berpengaruh pada niat pembelian pengguna TikTok yang terpapar informasi terkait brand Erigo. Desain penelitian yang digunakan pada penelitian ini adalah cross-sectional dengan metode purposive sampling. Penelitian ini menganalisis 142 responden dengan rentang usia 18-26 tahun yang menggunakan media sosial TikTok dan terpapar informasi terkait brand Erigo sebagai brand fast fashion. Metode pengumpulan data yang digunakan adalah survei online dan data yang didapat diolah dengan teknik Partial Least Squares – Structural Equation Modelling (PLS-SEM). Hasil dari olahan data menunjukkan bahwa information quality, quantity, dan credibility berpengaruh secara signifikan terhadap information usefulness. Information usefulness juga berpengaruh terhadap information adoption, dan information adoption berpengaruh purchase intention. ......In the context of Indonesia's local fast fashion brand, Erigo, eWOM which consists of aspects of information quality, information quantity, and information credibility that information spread to generation Z TikTok users in Indonesia will be able to influence a person's level of information adoption. With the adoption of this information, it will affect the purchase intention of TikTok users who are exposed to information related to the Erigo brand. The research design used in this study is cross-sectional with a purposive sampling method. This study analyzed 142 respondents aged 18-26 years who use TikTok social media and were exposed to information related to the Erigo brand as a fast fashion brand. The data collection method used is an online survey and the data obtained is processed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results of the processed data show that information quality, quantity, and credibility have a significant effect on information usefulness. Information usefulness also affects information adoption, and information adoption affects purchase intention.

Abstrak :
Studi ini membahas mengenai bagaimana karakteristik e-WOM dapat mempengaruhi repurchase intention pada pengguna Sociolla.com. Penelitian ini menggunakan metode conclusive descriptive cross-sectional dan kuesioner disebar kepada 187 pengguna website Sociolla yang pernah membaca review pelanggan yang tertera di Sociolla.com. Dengan analisis menggunakan structural equation modelling (SEM), penelitian ini menemukan bahwa karakteristik e-WOM (quantity, credibility, dan quality) dapat mempengaruhi niat konsumen untuk membeli kembali di website Sociolla tersebut dengan variabel mediasi trust dan perceived usefulness. Karakteristik e-WOM (quantity, credibility, dan quality) ditemukan tidak berpengaruh secara langsung terhadap repurchase intention. Nilai e-WOM quantity dan quality secara positif dapat mempengaruhi kepercayaan pelanggan terhadap website. Nilai e-WOM quantity dan quality juga ditemukan dapat secara positif mempengaruhi perceived usefulness sementara nilai e-WOM credibility tidak memiliki pengaruh terhadap trust dan perceived usefulness. ......This study discusses how the characteristics of e-WOM can affect the repurchase intention of Sociolla.com users. This study used a cross-sectional descriptive method and a questionnaire was distributed to 187 Sociolla website users who had read customer reviews listed on Sociolla.com. With analysis using structural equation modeling (SEM), this study found the fact that e-WOM characteristics (quantity, credibility, and quality) can influence consumers to repurchase on the website. The characteristics of e-WOM (quantity, credibility, and quality) were found to be incompatible with the intention to repurchase. The characteristics of e-WOM can influence the intention to repurchase by mediating perceived trust and perceived usefulness. The value of e-WOM quantity and quality is positively related to customer trust in the website. The e-WOM value of quantity and quality is also found to be able to positively influence perceived usefulness while the value of e-WOM credibility has no influence on perceived trust and usefulness.