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All Journal SULTANIST: Jurnal Manajemen dan Keuangan Maker: Jurnal Manajemen
Farida Farida
Universitas Nasional
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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SOCIAL MEDIA MARKETING INTENSITY, BRAND AUTHENTICITY, AND ELECTRONIC WORD OF MOUTH AS PREDICTORS OF PURCHASE INTENTION OF PRODUCT BRANDS ON TIK TOK SHOP Emilia Septiani; Farida Farida; Rr. Chusnu Syarifa Diah Kusuma; Ighomereho O. Salome; Javad Karimi
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 14 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v14i1.873

Abstract

In the rapidly evolving social commerce landscape, particularly through the TikTok platform and its TikTok Shop feature, understanding the determinants of consumer purchase intentions is becoming increasingly crucial. Still, it reveals conceptual gaps stemming from research approaches that are often partial. Previous studies generally examine social media marketing, brand authenticity, or electronic word of mouth (e-Wom) separately, and thus have not been able to explain the simultaneous interaction among these variables within a single integrative framework. This research aims to comprehensively analyze the influence of social media marketing intensity, brand authenticity, and e-WOM on purchase intention. Using a quantitative approach with structural equation modelling–partial least squares (SEM-PLS) analysis, data were collected from 110 respondents in Indonesia who had experience interacting with TikTok Shop. The research results show that social media marketing intensity has a significant positive effect on brand authenticity and e-Wom, which, in turn, strongly increases Purchase Intention, with brand authenticity acting as a key mediator. These findings make theoretical contributions by integrating digital marketing constructs and consumer perceptions into a holistic predictive model, as well as practical implications for businesspeople in designing marketing strategies based on content intensity and brand authenticity. The novelty of this research lies in the simultaneous testing of three variables in the context of the TikTok Shop, a relatively unexplored area in the digital marketing literature.
STUDYING THE RELATIONSHIP MODEL ONLINE CONSUMER REVIEW TOWARDS CONSUMER PURCHASE INTENTION ON SOCIAL COMMERCE PLATFORMS: EVIDENCE IN INDONESIA Emilia Septiani; Farida Farida; Rr. Chusnu Syarifa Diah Kusuma; Raden Isma Anggraini; Nur Amalina Mohamad Zaki
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 11 No 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v11i2.929

Abstract

This research examines the influence of electronic word of mouth (e-WOM), viral marketing, and online consumer reviews on purchase intention on social commerce platforms. The research uses a quantitative approach with a survey method distributed to active social commerce users in Indonesia, and the data obtained is analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique. The research results show that the e-WOM and viral marketing variables positively and significantly affect purchase intention. In contrast, online consumer reviews have a positive but not significant effect. These findings indicate that digital social interactions and the spread of viral content have a dominant role in influencing consumer purchasing intentions, while consumer reviews have not been able to become a strong determining factor in purchasing decisions. This research provides theoretical contributions by enriching the literature on consumer behaviour in social commerce and practical implications for business people to maximise digital marketing strategies based on social interaction and viral content, accompanied by managing consumer reviews that remain relevant in maintaining brand trust..
Co-Authors Anggraini, Raden Isma Chusnu Syarifa Diah Kusuma Ighomereho O. Salome Javad Karimi Nur Amalina Mohamad Zaki Septiani, Emilia