Leveraging Electronic Word of Mouth on TikTok: Somethinc Skin Care Product Innovation to Increase Consumer Purchase Intention
Abstract
Social Media platform continually assisting industry as a media promoter for its customer. This study aims to determine how the influence of electronic word of mouth on TikTok on purchase intention of Somethinc skincare products through brand image. This study uses a quantitative approach with data collected using a survey method. The research instrument used a questionnaire distributed via google form. The number of samples in this study were 100 respondents who were TikTok users, knew about and had never bought Somethinc skincare products. The analysis technique used in this research is simple linear regression using SPSS version 22 and single test using an online calculator. The results of this study indicate that the four hypotheses of this study are accepted. It was concluded that there was an influence between e-WOM on TikTok on purchase intention of Somethinc skincare products, the influence between e-WOM on TikTok on Somethinc's brand image, the influence between Somethinc brand image on purchase intention of Somethinc skincare product, and influence between Electronic word of mouth on TikTok. towards purchase intention of Somethinc skincare products through brand image.
Keywords
Electronic Word of Mouth, Brand Image, Purchase Intention, TikTok
Full Text:
PDFReferences
References
Books:
Aaker, D. A., & Biel, A. L. (2009). Brand Equity and Advertising: Advertising Role In Building Strong Brand. Hillsdale: Lawrence Erlbaum Associates, Inc.
ACNielson. (2007). Trust in Advertising: A Global Nielsen Consumer Report, October.
Creswell, J. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 3rd Edition. Thousand Oaks, California: SAGE Publication, Inc.
Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Semarang: Badan Penerbit Universitas Dipenogoro.
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program SPSS Edisi Ketujuh. Semarang: Badan Penerbit Universitas Dipenogoro.
Hair, J. F. (2010). Multivariate Data Analysis A Global Perspective Seventh Edition. Pearson.
Hair, J. F. (2014). Multivariate Data Analysis A Global Perspective Seventh Edition. Pearson.
Hurlock, E. (1990). Developmental Psychology: A Lifespan Approach. Jakarta: Erlangga Gunarsa.
Kinnear, T. C. (1995). Riset Pemasaran. Alih Bahasa. Yohanna Lamarto; Jilid II. . Jakarta: Erlangga.
Nazir, M. (2005). Metode Penelitian. Jakarta: Ghalia Indonesia.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches. New York: Pearson.
Sekaran, U. (2011). Research Method for Business. Edisi I & II. Jakarta: Salemba Empat.
Setiadi, J., & Nugroho, S. M. (2003). Perilaku Konsumen Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Kencana.
Siyoto, & Sodik. (2015). Dasar Metodologi Penelitian. In Ayup (Ed.), Dasar Metodologi Penelitian (Vol. 1, Issue 1). Literasi Media Publishing.
Sugiyono. (2015). Statistik Nonparametris Untuk Penelitian. Bandung: Alfabeta.
Journal Article:
Elseidi, & El-Baz. (2016). Electronic Word of Mouth Effects on Consumers' Brand Attitudes, Brand Image, and Purchase Intention: an empirical study in Egypt. The Business and Management Review, Volume 7 No.5.
Hennig-Thurau, T. G. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, Vol. 18 No.1, 38-52.
Jalilvand M.R., & Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, Vol. 30 Iss: 4.
Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing Vol. 57 No.1.
Rowley, J. (2001). Remodelling marketing communications in an Internet environment. Internet Research, Vol. 11 No. 3, 203-12.
Online Forums, Discussion Lists, or Newsgroups:
cantik.tempo.co. (2020). Retrieved from Tiga Merek Skincare Lokal yang Laris di E-Commerce: https://cantik.tempo.co/read/1386897/tiga-merek-skincare-lokal-yang-laris-di-e-commerce/full&view=ok
indiemarket.news. (2020). Retrieved from Somethinc, Brand Komestik Lokal dengan Kualitas Internasional: https://indiemarket.news/somethinc-brand-kosmetik-lokal-dengan-kualitas-internasional/
industri.kontan.co.id. (2019). Retrieved from Pasar Produk Perawatan Kulit Punya Potensi Berkembang: https://industri.kontan.co.id/news/pasar-produk-perawatan-kulit-punya-potensi-berkembang
journal.socialla.com. (2020). Retrieved from Viral Produk Peeling The Ordinary di TikTok, Berikut 5 Rekomendasi Peeling Wajah Lainnya yang tak Kalah Menarik: https://journal.sociolla.com/beauty/rekomendasi-peeling-wajah-viral-di-tiktok
kemenperin.go.id. (2020). Retrieved from Perubahan Gaya Hidup Dorong Industri Kosmetik: https://kemenperin.go.id/artikel/21460/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik
katadata.co.id. (2020). Retrieved from TikTok Telah Diundur Lebih dari 2 Miliar Kali di Dunia: https://databoks.katadata.co.id/datapublish/2020/09/21/tiktok-telah-diunduh-lebih-dari-2-miliar-kali-di-dunia
Ramadhanny, F. (2019). inet.detik.com. Retrieved from 5 Jenis Video TikTok Paling Favorit: https://inet.detik.com/cyberlife/d-4785023/5-jenis-video-tiktok-paling-favorit
sensortower.com. (2020). Retrieved from Top Apps Worldwide for August 2020 by Downloads: https://sensortower.com/blog/top-apps-worldwide-august-2020-by-downloads
wolipop.detik.com. (2020). Retrieved from Review Skincare di TikTok, Cewek Gen Z Bikin Skincare Ini Jadi Viral: https://wolipop.detik.com/makeup-and-skincare/d-4922397/review-skincare-di-tiktok-cewek-gen-z-bikin-skincare-ini-jadi-viral
Online Document:
dateportal.com. (2020). Retrieved from Hootsuite (We Are Social): Indonesian Digital Report: https://datareportal.com/reports/digital-2020-indonesia
loreal-finance.com. (2019). Retrieved from L’oreal Annual Report 2019. : https://www.loreal-finance.com/system/files/2020-03/LOREAL_2019_Annual_Report_3.pdf
DOI: http://dx.doi.org/10.26487/hebr.v5i1.2746
Refbacks
- There are currently no refbacks.
Copyright (c) 2021 Camelia Hasena, Eko Sakapurnama
This work is licensed under a Creative Commons Attribution 4.0 International License.
______________________________________________________________________
Hasanuddin Economics and Business Review (ISSN Print: 2549-3221 | ISSN Online: 2549-323X ) is licensed under a Creative Commons Attribution 4.0 International License. Preserved in LOCKSS, based at Stanford University Libraries, United Kingdom, through PKP Private LOCKSS Network program.
Indexing and Abstracting:
