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All Journal KEYNESIA : INTERNATIONAL JOURNAL OF ECONOMY AND BUSINESS eProceedings of Management
Febyola, Annisa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The influence of social media usage and electronic word-of-mouth (eWOM) on purchase intention for local fashion products on Tiktok social media Febyola, Annisa; Widyanesti, Sri
Keynesia : International Journal of Economy and Business Vol. 3 No. 2 (2024): Keynesia: International Journal of Economics and Business
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/keynesia.v3i2.1237

Abstract

This study investigates the influence of social media usage and electronic word-of-mouth (eWOM) on consumer purchase intentions for local fashion products on TikTok. Conducted among 385 TikTok users familiar with Indonesian fashion brands, the research employs Structural Equation Modeling (SEM) to analyze data. The results reveal significant positive relationships between social media engagement, eWOM, information quality, usefulness, information adoption, and purchase intention. Findings highlight the pivotal role of TikTok in enhancing brand equity through interactive content and direct consumer interaction. The study contributes insights into consumer behavior in the digital age, offering practical implications for businesses aiming to optimize marketing strategies on social media platforms.
The influence of social media usage and electronic word-of-mouth (eWOM) on purchase intention for local fashion products on Tiktok social media Febyola, Annisa; Widyanesti, Sri
Keynesia : International Journal of Economy and Business Vol. 3 No. 2 (2024): Keynesia: International Journal of Economics and Business
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/keynesia.v3i2.1237

Abstract

This study investigates the influence of social media usage and electronic word-of-mouth (eWOM) on consumer purchase intentions for local fashion products on TikTok. Conducted among 385 TikTok users familiar with Indonesian fashion brands, the research employs Structural Equation Modeling (SEM) to analyze data. The results reveal significant positive relationships between social media engagement, eWOM, information quality, usefulness, information adoption, and purchase intention. Findings highlight the pivotal role of TikTok in enhancing brand equity through interactive content and direct consumer interaction. The study contributes insights into consumer behavior in the digital age, offering practical implications for businesses aiming to optimize marketing strategies on social media platforms.
Analisis Strategi Komunikasi Radio Andika 105,7 FM Kediri Dengan Memanfaatkan Media Sosial Facebook Febyola, Annisa; Ali, Aditya
eProceedings of Management Vol. 10 No. 1 (2023): Februari 2023
Publisher : eProceedings of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Perkembangan teknologi dan informasi saat ini membawa perubahan besar dalam penyebaran informasi melalui mediamassa. Semakin berkembangnya teknologi, masyarakat akan semakin mudah mendapatkan informasi yang dibutuhkanmelalui berbagai media massa salah satunya adalah radio. Radio Andika FM merupakan perusahaan radio siaran di KotaKediri yang berdiri pada tahun 1989 dengan frekuensi siaran 105,7 Mhz. Jenis penelitian yang digunakan dalam penelitianini adalah kualitatif deskriptif dengan menggunakan paradigma post-positivisme. Metode pengumpulan data padapenelitian ini menggunakan teknik observasi, wawancara dan dokumentasi. Hasil penelitian ini Radio Andika FMmenjalankan strategi komunikasi dengan empat tahap yaitu 8mengenal khalayak9 dengan menentukan target audiens.Kemudian 8menyusun pesan9 untuk mendapatkan informasi melalui citizen journalism, lalu pesan di susun berdasarkankaidah jurnalistik. Selanjutnya untuk 8menentukan metode9 Radio Andika FM menggunakan metode repetition, persuasif,informatif, dan edukatif. Terakhir, 8seleksi dan penggunaan media9 yaitu Radio Andika FM memanfaatkan media sosialFacebook untuk melakukan komunikasi dengan audiens.Kata Kunci-strategi komunikasi, radio, media sosial
Co-Authors Ali, Aditya Widyanesti, Sri