JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

Electronic Word of Mouth (E-WOM) Through the TikTok Application and Its Influence on the Purchase Decision of The Originote Skincare Products Among University Students in Yogyakarta

Dwiarini, Windy (Unknown)
Nyoman Udayana, Ida Bagus (Unknown)
Maharani, Bernadetta Diansepti (Unknown)

Article Info

Publish Date
07 Aug 2025

Abstract

This study investigates the influence of Electronic Word of Mouth (E-WOM) via TikTok on purchase decisions for The Originote skincare among students in Yogyakarta. Using a quantitative method with purposive sampling, data from 184 respondents were analyzed through SmartPLS. Findings show that information quality, quantity, and credibility significantly affect information usefulness, which in turn influences purchasing decisions. This confirms that clear, relevant, and credible information on TikTok helps consumers assess products better and make confident decisions. The study emphasizes TikTok's strategic role in digital marketing for enhancing consumer trust and boosting online sales through informative content. 

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...