Track: E-Business and E-Commerce

Abstract

This research intends to investigate the influence of eWOM on purchase intention via the mediation of brand image and customer attractiveness on the TikTok social media platform for the food and beverage industry in the Jakarta and Tangerang areas. This is a descriptive study that seeks to characterize the used variables. This study uses non-probability sampling with judgment as its sampling method and collects data from 200 respondents using questionnaires. The questionnaires were distributed in Indonesian and were obtained from social media platform TikTok users who have an interest in food and beverage content. The data was analyzed using statistical application software, with the variables measured using a Likert scale. This study uses the smartPLS application to process and analyze data using the SEM model approach. The results showed that there was a significant effect of eWOM on purchase intention, eWOM on brand image, eWOM on customer attraction, and customer attraction on purchase intention. However, the brand image variable shows no significant effect on purchase intention.

Keywords:

eWOM, Purchase Intention, Brand Image, Customer Attraction, TikTok