The effect of TikTok-based electronic word of mouth (e-WOM) on consumer purchase intention: Evidence from Kedai Cak Dul Srikana, Indonesia
DOI:
https://doi.org/10.67964/7yvx4n84Keywords:
Electronic word of mouth, TikTok, Consumer purchase intention, Culinary marketing, Kedai Cak Dul SrikanaAbstract
The growing use of TikTok as a digital marketing platform makes electronic word of mouth (e-WOM) relevant to understanding consumer purchase intention in culinary businesses. This study aims to analyze the effect of e-WOM through TikTok on purchase intention among consumers of Kedai Cak Dul Srikana. A quantitative approach was employed, involving purposive sampling of 66 respondents and simple linear regression analysis. The results indicate that e-WOM has a positive and statistically significant effect on purchase intention, with a regression coefficient of 0.373, a t value of 3.281, and a significance level of 0.002. The coefficient of determination (R² = 0.144) indicates that e-WOM accounts for 14.4% of the variation in purchase intention, while the remaining variation is associated with factors outside the model. These findings provide empirical evidence of the relevance of e-WOM in TikTok-based culinary marketing and offer practical insights for improving digital information and communication strategies to support consumer purchase intention.
Abstrak
Perkembangan TikTok sebagai media pemasaran digital menjadikan electronic word of mouth (e-WOM) relevan untuk dikaji dalam pembentukan minat beli konsumen pada usaha kuliner. Penelitian ini bertujuan menganalisis pengaruh e-WOM melalui TikTok terhadap minat beli konsumen Kedai Cak Dul Srikana. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 66 responden dan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa e-WOM berpengaruh positif dan signifikan terhadap minat beli, dengan koefisien regresi 0,373, nilai t sebesar 3,281, dan signifikansi 0,002. Nilai koefisien determinasi sebesar 0,144 menunjukkan bahwa e-WOM menjelaskan 14,4% variasi minat beli, sedangkan sisanya berkaitan dengan faktor lain di luar model. Temuan ini memperkuat bukti empiris mengenai relevansi e-WOM pada pemasaran kuliner melalui TikTok dan memberikan masukan bagi pengelola kedai dalam mengoptimalkan informasi serta komunikasi digital untuk mendukung minat beli konsumen.
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