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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Vivi Noviana
Universitas Dian Nuswantoro
Economics, Econometrics & Finance

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Kontribusi Influencer dan Dimensi Electronic Word of Mouth (e-WOM) Terhadap Purchase Intention Produk Beorganik Tawas Spray di Tiktok Vivi Noviana; Yohan Wismantoro; Dian Prawitasari; Ana Kadarningsih
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.11041

Abstract

The rapid development of social media has increased the role of influencers and electronic word of mouth (e-WOM) in shaping consumer behavior patterns, especially regarding purchase intentions. This study aims to identify the contribution of influencers and e-WOM dimensions including quality, credibility, and quantity to consumer purchase intentions for Beorganik Tawas Spray deodorant products on the TikTok platform. This study utilizes a quantitative approach through data collection in the form of a survey, involving 120 TikTok users in Semarang City as respondents. The collected data were analyzed using the Structural Equation Modeling (SEM) method. The results show that influencers, e-WOM quality, e-WOM credibility, and e-WOM quantity each have a positive and significant impact on purchase intentions. Marketing strategies that optimize collaboration with influencers and manage quality, credible, and intense e-WOM content need to be considered to encourage consumer purchasing decisions.
Co-Authors Ana Kadarningsih Kadarningsih Dian Prawitasari Yohan Wismantoro