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All Journal Marketing Management Studies
Fitria Asri
Universitas Negeri Padang
Humanities Environmental Science Social Sciences

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Journal : marketing management studies

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The influence of credibility and social capital on e-wom with attitude as a mediation variable by Gen Z Tiktok users in Padang City Fitria Asri; Vidyarini Dwita
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (607.585 KB) | DOI: 10.24036/mms.v1i4.170

Abstract

This study aims to analyze how the influence of credibility and social capital on EWOM with attitude as a mediation variable by gen Z TikTok users in Padang City (study on brand Somethinc). This research was conducted using quantitative methods. The population of this research is gen Z TikTok users in Padang City who ever sees or reviews about brand Somethinc. The research sample was 200 respondents. This study uses a structural equation model (SEM) test with smart-PLS 3.0 software. The results of this study include: (1) Credibility has a positive significant effect on Attitude. (2) Social Capital has a positive significant effect on Attitude. (3) Attitude has a positive significant effect on EWOM. (4) Social Capital has a positive significant effect on Credibility. (5) Credibility has a significant indirect effect on EWOM with Attitude as a mediating variable. (6) Social Capital has a significant indirect effect on EWOM with Attitude as a mediating variable.
Co-Authors Vidyarini Dwita