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All Journal JURNAL MANAJEMEN MOTIVASI
Dwiarini, Windy
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Electronic Word of Mouth (E-WOM) Through the TikTok Application and Its Influence on the Purchase Decision of The Originote Skincare Products Among University Students in Yogyakarta Dwiarini, Windy; Nyoman Udayana, Ida Bagus; Maharani, Bernadetta Diansepti
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.7971

Abstract

This study investigates the influence of Electronic Word of Mouth (E-WOM) via TikTok on purchase decisions for The Originote skincare among students in Yogyakarta. Using a quantitative method with purposive sampling, data from 184 respondents were analyzed through SmartPLS. Findings show that information quality, quantity, and credibility significantly affect information usefulness, which in turn influences purchasing decisions. This confirms that clear, relevant, and credible information on TikTok helps consumers assess products better and make confident decisions. The study emphasizes TikTok's strategic role in digital marketing for enhancing consumer trust and boosting online sales through informative content. 
Co-Authors Ida Bagus Nyoman Udayana Maharani, Bernadetta Diansepti