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Dedi Iskamto
Universitas Telkom
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Journal : International Journal of Digital Marketing Science

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Analyzing eWOM Dimensions on TikTok and Its Impact on First-Time Voters in the 2024 Presidential Election: A Confirmatory Factor Analysis Fathimatuz, Zahra; Iskamto, Dedi; Trianasari, Nurvita
International Journal of Digital Marketing Science Vol. 2 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijdms.v2i1.1076

Abstract

This paper seeks to examine the dimensions of electric word of mouth (eWOM), namely information quality, information quantity, information credibility, information task-fit, needs of information, and attitude towards information in terms of political marketing. The survey was distributed to 30 respondents who are first-time voters in the 2024 presidential election and seek information on TikTok. It can be concluded that electronic word of mouth through TikTok application affects first-time voters’ decision in Presidential Election 2024 through some dimensions. Various studies have compared the effectiveness of eWOM communication, but research on eWOM in the context of political marketing remains limited. The rise of technology has introduced new campaign strategies, such as those on TikTok, making it essential to understand how eWOM influences voting decisions, particularly among first-time voters.
Co-Authors Aftanorhan, Asyraf Afthanorhan, Asraf Afthanorhan, Asyraf Alam, Salman Ramadan Nur Amalia, Erika Asnahwati Asnahwati Asraf Afthanorhan Asyraf Aftanorhan Asyraf Aftanorhan Aulia Fariha Fauzi, Putri Budi Santosa Budi Santosa Chongbang , Nirmal Christalia, Windy Christivany, Christivany Cornelis Dehotman Danang Indrajaya Elida Gultom Fathimatuz, Zahra Galuh Tresna Murti Ghazali , Puspa Liza Ghazali, Puspa Liza Hendrayani Hendrayani Idris, Fahmi Zain Jeli Nata Liyas Jeli Nata Liyas jenita jenita, jenita Juhariyah, Lohana Kurniati Karim Lohana Juariyah Masrida Zasriati Maya Ariyanti Nabila, Syadza Muthi Narti, Seflira Nurvita Trianasari Pramono, Indro Puspa liza Ghazali Puspa Liza Ghazali Puspa Liza Ghazali Putra Budi Ansori Rahmalia, Khaerunnisa Fauziah Ratih Hendayani Ratna Komala Putri Ravi Irfandy Gunawan Rawal, Dipina Sharma Rifa’atul Mahmudah Riski Taufik Hidayah Saladin, Thoriq Seflira Narti Sembiring, Irvandeo Wandinata Siti Syahsudarmi Sri Widiyanesti Teguh Hendra Thoriq Saladin Tory, Fadil Athariq Utami, Eristy Minda Wicaksono, Adryan Edhie Wirdayani Wahab Yulia Harwina Yulihardi Zumarnis, Silfadila