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All Journal Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan International Journal of Economics, Management and Accounting
Qurrotul Aini, Nurul
Unknown Affiliation
Arts Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Unraveling Consumer Mindset: Analysis of Consumer Behavior in the Distribution of E-WOM on The Originote Skincare Product Qurrotul Aini, Nurul; Nur Oktaviani, Fadhilah; Sudarmiatin, Sudarmiatin
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 12 (2025): May
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i12.284

Abstract

This study aims to analyze the spread of e-WOM on the skincare brand "The Originote" through the use of qualitative methods with a case study approach, as well as data collection techniques in the form of interviews and documentation. The results of the analysis show that The Originote has succeeded in managing the spread of e-WOM well, thus contributing to high levels of consumer satisfaction and loyalty. This is evidenced by positive assessments on various platforms such as TikTok and Shopee, as well as a strong tendency among consumers to make repeat purchases and recommend this skincare to others. This study is expected to provide strategic recommendations to Originote to increase consumer participation so that they are willing to be involved in e-WOM and increase insight into other brands about the importance of managing e-WOM properly to avoid losing consumer trust and buying interest.
UNCOVERING THE POWER OF E-WOM: HOW GADGETIN YOUTUBE CONTENT GENERATES PURCHASE INTENTION THROUGH QUALITY AND CREDIBLE INFORMATION Qurrotul Aini, Nurul; Prihatining Wilujeng, Ita; Siswanto, Ely
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 4 No. 5 (2025)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v4i5.2672

Abstract

The study was conducted to assess the influence of information quality and information credibility on purchase intention, with e-WOM adoption serving as an intermediate variable. The participants in this study are comprised of GadgetIN viewers on YouTube. A sample of 165 participants was determined using the Daniel & Terrel formula and selected through purposive sampling techniques. This research falls into the category of explanatory studies, employing a quantitative approach and utilizing a Likert scale questionnaire as a tool for data collection. Statistical analysis was executed by evaluating the outer model to appraise the disseminated questionnaire’s validity and reliability, also the inner model to evaluate the model and test the hypothesis. With the assistance of the SmartPLS 4.0 application, the study found that information quality (Q) and information credibility (C) have a positive significant effect on e-WOM adoption (A). However, information quality and information credibility have not a positive significant effect on purchase intention (P). Their impact on purchase intention becomes meaningful only when filtered through the e-WOM adoption. Accordingly, this study highlights e-WOM adoption as a crucial variable that effectively shapes consumers' purchase intention.
Co-Authors Ely Siswanto Nur Oktaviani, Fadhilah Prihatining Wilujeng, Ita Sudarmiatin