JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Influence of Influencer Credibility, Brand Image, and e-WOM on Consumer Purchase Intentions for Products Promoted through TikTok

Suci Mila Ramadhani (Unknown)
Heri Fitriyadi (Unknown)

Article Info

Publish Date
19 Jan 2026

Abstract

This study examines the impact of influencer credibility, brand image, and electronic word of mouth (e-WOM) on purchase intention for Wardah Facial Wash products on TikTok. Using a quantitative survey of 100 respondents, data were analyzed through validity and reliability tests and multiple linear regression via SPSS. Results show that while all three variables significantly affect purchase intention collectively, only brand image has a positive and significant individual effect. These findings highlight the dominant role of brand image over influencer credibility and e-WOM in shaping consumer purchase decisions in the TikTok marketing context.

Copyrights © 2026




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
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 ...