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Journal : Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship

The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products Lisnawati, Lisnawati; Setyawan, Anton Agus
Jurnal Maksipreneur Vol 14 No 1 (2024)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v14i1.1970

Abstract

The research aims to highlight the effect of e-WOM on brand attitude and purchase intention for healthy food products, particularly on the TikTok platform. The development of digital technology has changed the way consumers receive information and make purchasing decisions, especially among the younger generation. A quantitative research approach was adopted for this study, using surveys as the primary method. The sample consisted of 160 respondents selected through purposive sampling based on specific criteria such as age, occupation, frequently used social media, and preference for healthy food products. The results showed that e-WOM significantly influenced brand attitude and purchase intention. The conclusion highlights the importance of streng-thening e-WOM marketing strategies on TikTok to encourage positive reviews and companies can enhance their brand position in the market. This research is expected to help business practitioners design effective marketing strategies using e-WOM as a promotional medium.
Co-Authors Abdul Syukur Abdur Rahim, Abdur Adi Apriadi Adiansha Afriani, Andri Agustin, Ema Isnaini Agustina Ahmad Tarmizi Aisyah Aisyah Akbar, Wahyu Al Fadil, Muhammad Fikran Al Rajab, Muhammad Alfaiga, Yulya Alfarizi, Muhammad Raihan Ali Rakhman Hakim Alwan, Muhammad Alwan, Muhammad Alwan Amalia, Nada Amin, Nashiruddin Muhammad Aminah Aminah Andas, Amzal Mortin Andi Faisal Bakti & Venny Eka Meidasari Andilah, Sultan Andrean, Sugi Rico Andriyani Andriyani Anisa Purnamasari Anshar, Anshar Anton Agus Setyawan Apriliana, Ruqayyah Ardiansyah, Mawar Ari Eswin, Kembang Ari Nofitasari Ari, Ari Arini, Jenny Asyari, Lutfi Asyura, Finaul Atriani, Atriani Averina, Laurencia Azlina, Azlina Azmy, Khairul Azzahra, Fahira Bambang Widjajanta, Bambang Budianto, Erwin Bukman Lian, Bukman Candra candra Candra, Rovi Cecep Firmansyah D. Djokosetiyanto Daifa, Tri Masruratun Dewi Maya Sari Dewi, Nuriza Dewi, Shinta Kumala Dewiyanti, Dewiyanti Dian, Cut Dini Sukma Listyana Disman, Disman Dwipayana, Mahendar E. Supriyono Eli Amaliyah Elis Puspitasari Erawan, Tiar Erpiana, Indah Nor Eva Susanna, Eva Ezzedine, Nazma Shazia Faadihillah, Faiza Fahmi Hafid Fajar Kurniawan Fajriany, Mutiar Rezky Fanji Wijaya Fansuri, Muhammad Rayhan Fatimah, Anggraini Fauzi, Ahamd Febriani, Elsa Yunita Febrina Zulya Ferdiyana, Ferdiyana Ferniati, Ferniati Fifianti, Jastina Puri Firmansyah, Haidar Al Fardan Firmansyah, Ryan Fitri Kurniawati Fitrian Rizky Fitriliana Fitriliana Fitriyani, Nur Liya Fransisca Xaveria Hargiani Gandhi, Saniyauli Gun Gun Heryanto Hadi Permana, Hadi Haifa, Nur Hapzi Ali Harianti, Fitri Hariyadi, Ricky Hartati bahar Harun, Marheni Fadilah Hasda, Hasda Hasiu, Teti Susliyanti Hasiu Hasmita, Hasmita Hasnawati Hasnawati Hasrah, A. Rosmini Hastuti, Novia Dwi Hayat, Heni Hayati, Salwa Hayaturraiyan, Hayaturraiyan Hayaturrayan, Hayaturrayan Heltty, Heltty helty, helty Herawati Herawati Herawati, Nita Sunarya Hibi, Wa Ode St. Iqlima Inayah hijriati, Hijriati Sholehah Husairi Husairi Ibrahim Ibrahim Imran, Zulfi Ira Nurmala Islaeli, Islaeli Ismail Ismail Ismi Ambar Wati jelita, jelita Joko Sapto Pramono Juliania, Gadis Almira Juliarto, Dion Karnan Karnan Kartinazahri, Kartinazahri Kesumawati, Kesumawati khaerudin, didit Khaira, Nuswatul Khairunnisa Khairunnisa Kurniati, Ikke Labibah, Adzra Reva Lahata, Astrid Pratiwi Latifah, Ella Dewi Lestari, Soraya Lili Adi Wibowo Lili Suryani Linda Linda M. Hafiz, M. Hafiz Madani, Ossa Muhammad Malida, Malida Mamun Murad, Muhammad Zidan Mardiani Mangun Mariani, Nina Nirmaya Marni Marni, Marni Martunis, Lukman Marwah, Melia Masdi Masdi Masriwati, Sitti Maulana Maulana, Maulana Maulana, Mey Sri Muhammad fauzan Muhammad Munir Muhammad Reza Muhammad Thahir Muhammad Yusuf Muin, Sri Adrianti Muliani Muliani, Muliani Muna, Ariatul Munsir, Noviani N. Nazaruddin Nanang Martono Narmin, Narmin Nasrul Nasrul Nasrun, Efa Kelya Nasrun Nastiti, Kunti Nasus, Evodius Nasution, Rafif Fitriansyah Nata, Corry Nisa, Jannatin Nita, Nita Sunarya Herawati NOFITASARI NOFITASARI Novi Andayani Praptiningsih Novianty, Nadya Nugraha, Dadi Mulyadi Nugroho, Hery Setiyo Nurfadilah, Iha Nurhaedah Nurhaedah Nurhalimatuzzahra, Nurhalimatuzzahra Nurhasanah , Cut Nurmulya, Wa Ode Sitti Nurul Halimah Oktanasari, Dewi Putri Oktariani, Wendhika Oktorisa, Tanti Padilah, Nisa Permatasari, Fatimah Plantika, Widetri Prima, Ashar Purnamasari, Anisa Purwanti, Tri Putri Swasti Rasmita Rukmi Putri Vidiasari Darsono, Putri Vidiasari Putri, Ananda Avifa Qalbi, Lutfia Qur'ani, Qur'ani Rachma Putri Kasimbara Rafni, Rafni Rahayu, Sari Rahimah, Rahimah Rahman Rahman Rahman, Muklis Rahmawati, Rahmawati Ramadan M, Laode Rifaldy Rizqi Rambitan, Vandalita Rania, Rania Fatrizza Pritami Ratih Hurriyati Revita Yanuarsari Reza Fadhilla Ridha, Siti Hasna Risnawati Risnawati Rohmayani, Siti Romantika, I Wayan Rosdiana, Eva Rosya, Ernalinda Ruhiat, Neng Elsa Novianti Ryani, Nia Sabia, Firsa Shal Saefudin, Nur Azka Safar, Yusniar Purnama Safitri, Anggie Resa Safitri, Taqiyyah Dwi Salmia, Salmia Salsabila, Anisa Nazwa Salsabilah, Fadhilah Samaniyah, Siti Sandea, Sandea Sani, Chaerul Santoso, Tommi Sapitri, Dea Saptaputra, Syawal Kamiluddin Saputri, Eki SARI, MITA Saripah, Eli Sauri, R Supyan Setiawan, Rahmad Fahreza Setyady, Threesna Sholehah, Hijriati Sholehah Silaswati, Shinta Siti Mayang Sari Siti Muthiah Siti Rabbani Karimuna Sofi, Thea Anetha Solehah, Nur St. Rukaiyah Sudaryana, Yayan Suhartyaningsih, Suhartyaningsih Sulastri Sulastri Sulastri, S Sumargono SUPRIYONO . Suri, Murnia Suriyani Suriyani, Suriyani Suriyani, Wa Ode Suryani, Heni Suryanita, Amilia Susanto Susanto Susmonowati, Trinik Syaepul Uyun, Aip Syah, Muhammad Fadhal Zakhi Tarmizi, Muh. Tarimizi Tahir Taufik, Erwin Taufiq Hidayat Tawakal, Tawakal Tawakkal, Tawakkal Tiara , Intan Tirtajaya, Arman TM, M. Fajriannor Utami, Karina Vanessa Gaffar Wahyuni, Yulia Wardani, Indri Reva Warta, Waska Widya Pani Widyastika, Della Windiyati, Windiyati Yasin, M. Aidil Yayan Sopyan Yusnayanti, Cici Yusuf, Nadia Nurkhalidza Z, Martias Zainul, Zainul Zaki, Hafizah Omar Zoahira, Wa Ode Aisa Zoahira, Wa Ode Aisah ZURAIDAH ZURAIDAH