<![CDATA[This study examines the effects of Electronic Word of Mouth (e-WOM) and Influencer Endorsement on TikTok on purchase intention toward Erigo products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. Amid the rapid growth of social commerce and Generation Z's reliance on peer reviews and influencer content before making purchase decisions, this study investigates whether these two digital marketing signals jointly and individually shape purchase intention toward a local Indonesian fashion brand. Using a quantitative approach, data were collected through a Likert-scale questionnaire distributed to 88 respondents determined via the Yamane formula, and analyzed using multiple linear regression with the assistance of SPSS 25. Prior to hypothesis testing, the instrument was confirmed valid and reliable, and the regression model passed the classical assumption tests for normality, multicollinearity, and heteroskedasticity. The results show that Electronic Word of Mouth has a positive and significant effect on purchase intention (t = 3.654; p = 0.000), and Influencer Endorsement also has a positive and significant effect (t = 3.321; p = 0.001). Simultaneously, both variables significantly affect purchase intention (F = 38.692; p = 0.000), explaining 47.7% of its variance. These findings indicate that peer-generated reviews and influencer content on TikTok both play meaningful roles in shaping Generation Z's purchase intention toward local fashion brands.]]>
Copyrights © 2026
