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All Journal Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Nurrohmah Senjani
Universitas Islam Raden Rahmat
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Emosional Konsumen Sebagai Intervening Pengaruh Konten Pemasaran, Electronic Word Of Mouth, dan Pada Niat Beli Di Aplikasi Tiktok M Yusuf Azwar Anas; Nurrohmah Senjani
DIALEKTIKA: Jurnal Ekonomi dan Ilmu Sosial Vol 8 No 2 (2023): Dialektika : Jurnal Ekonomi dan Ilmu Sosial
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36636/dialektika.v8i2.3500

Abstract

The research objective is to explain and analyze marketing content, electronic word of mouth (EWOM), and live broadcasts on purchase intentions through consumer emotions as intervening variables in the TikTok application. The quantitative method was analyzed using SmartPLS version 4.0.9.4 with the SEM (Structural Equation Modeling) analysis method. This research involved 119 respondents. The results of the analysis explain that content marketing has no effect on consumer emotions, EWOM has an effect on consumers' emotions, and live broadcasts have an effect on consumers' emotions. Marketing content has no effect on purchase intention. EWOM influences purchase intention, and live broadcast influences purchase intention. EWOM marketing content and live broadcasts have no effect on consumer emotional purchase intentions in the TikTok application
Co-Authors M.Yusuf Azwar Anas