Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion
The Influence Of User Generated Content And E-Wom On The Tiktok Application On The Ppurchase Intention Of Fashion Products
Keywords:
User Generated Content, E-Wom, Purchase intention, TikTok, Fashion
Abstract
Penelitian ini dilakukan dengan bertujuan untuk mengetahui bagaimana pengaruh user generated content (UGC) dan electronic word of mouth pada aplikasi TikTok terhadap purchase intention produk fashion. Jenis penelitian ini ialah penelitian kuantitatif. Populasi dari penelitian ini yaitu pengguna aplikasi TikTok dengan minimal berusia 17 tahun, dalam menentukan pengambilan sampel menggunakan purposive sampling dengan jumlah 100 sampel yang akan diambil. Teknik pengumpulan data penelitian ini menggunakan instrument penelitian berupa kuisoner yang didistribusikan melalui Google Form, yang kemudian diolah menggunakan program SPSS untuk menganalisis uji regresi. Hasil yang diperoleh yaitu user generated content (UGC) pada memiliki pengaruh positif yang signifikan pada purchase intention, E-Wom memiliki pengaruh positif yang signifikan pada purchase intention.
References
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Laela, T. D. F. (2015). Pengaruh Perilaku Konsumen Dan Merek Produk Terhadap Minat Beli Produk Fashion Zoya. Jurnal Ekonologi, 2(April), 4. https://doi.org/http://dx.doi.org/10.2827/jeim.v2i2.1137.g1031
Lestari, E. D., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. Jurnal Ekonomi, Manajemen, Bisnis Dan Sosial Available, 1(2), 75–82.
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Nency. (2016). Pengaruh Celebrity Endorser di Media Sosial (Instagram) Terhadap Brand Equity yang Berdampak Pada Minat Pembelian Mobil Honda. Calyptra, 2(2), 1–12.
Nisrina, R. G. (2021). JURNAL KOMUNIKASI PROFESIONAL User generated content sebagai strategi komunikasi pemasaran digital : studi kasus fenomena # shopeehaul. 5(6), 558–571. https://doi.org/https://doi.org/10.25139/jkp.v5i6.4316
Nosita, F., & Lestari, T. (2019). The Influence of User Generated Content and Purchase intention on Beauty Products. GATR Journal of Management and Marketing Review, 4(3), 171–183. https://doi.org/10.35609/jmmr.2019.4.3(2)
Putri, V. J. (2020). Pengaruh User-Generated Content (Ugc) Dan Kualitas Produk Terhadap Minat Beli Konsumen Dapur Mbok Sarminah. Performa, 5(2), 95–102. https://doi.org/10.37715/jp.v5i1.1536
Putri, V. M., & Sijabat, R. (2021). Pengaruh Firm Generated Content, Electronic Word of Mouth, Celebrity Endorsement, Harga dan Fasilitas terhadap Keputusan Memilih Klinik Gigi. Jurnal InterAct, 10(1), 57–71. https://doi.org/10.25170/interact.v10i1.2484
Rubyanti, D., & Irwansyah, I. (2020). Peran User Generated Content (Ugc) Instagram Pada Industri Makanan. Mediakom, 4(1), 1–24. https://doi.org/10.32528/mdk.v4i1.3569
Shahrinaz, I., Yacob, Y., Hummida, D., & Abdul, A. (2016). Relationship and impact of eâ€WOM and brand image towards purchase intention of smartphone ? Journal of Scientific Research and Development, 3(5), 117–124.
Smith, A., & Jones, G. (2012). Miracle pills and fireproof trainers: User endorsement in social media. BMJ (Online), 345(7866), 10–12. https://doi.org/10.1136/bmj.e4682
Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, R&D. Bandung : Alfabeta
Susilo, angel aprilia. (2018). Pengaruh Social Media Brand Communication Terhadap Consumer Based Brand Equity Indomie di Surabya. 7(2), 2677–2690.
Waskithoadji, I. R. (2020). PENGARUH FIRM-CREATED CONTENT, USER-GENERATED CONTENT DAN E-WOM INSTAGRAM COFFEE SHOP TERHADAP PURCHASE INTENTION DENGAN BRAND EQUITY SEBAGAI VARIABEL MEDIASI (STUDI PADA JOURNEY COFFEE AND RECORDS). Orphanet Journal of Rare Diseases, 21(1), 1–9.
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031
Astasari, M. O., & Sudarwanto, T. (2021). Pengaruh viral marketing dan kepercayaan konsumen terhadap minat beli konsumen. Jurnal Manajemen, 13(2), 195–203.
Bahtar, A. Z., & Muda, M. (2016). The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework. Procedia Economics and Finance, 37(16), 337–342. https://doi.org/10.1016/s2212-5671(16)30134-4
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Eriza, Z. N. (2017). Peran Mediasi Citra Merek dan Persepsi Risiko pada Hubungan antara Electronic Word of Mouth (E-WOM) dan Minat Beli (Studi pada Konsumen Kosmetik E-Commerce di Solo Raya). Komuniti : Jurnal Komunikasi Dan Teknologi Informasi, 9(1), 14–24. https://doi.org/10.23917/komuniti.v9i1.3501
Estate, R. (2017). Influence of user generated content in online shopping : impact of gender on purchase behaviour , trust , and intention to purchase Beheruz N . Sethna *, Sunil Hazari and Blaise Bergiel. Int. J. Electronic Marketing and Retailing, 8(4), 344–371. https://doi.org/https://doi.org/10.1504/IJEMR.2017.087719
Fader, P. S., & Winer, R. S. (2012). Introduction to the special issue on the emergence and impact of user-generated content. Marketing Science, 31(3), 369–371. https://doi.org/10.1287/mksc.1120.0715
Fader, P. S., & Winer, R. S. (2012). Introduction to the special issue on the emergence and impact of user-generated content. Marketing Science, 31(3), 369–371. https://doi.org/10.1287/mksc.1120.0715
Gadhafi, M. (2015). Pengaruh Electronic Word of Mouth Terhadap Niat Pembelian Yang Dimediasi Oleh Citra Merek Pada Produk Laptop Acer Di Surabaya Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya 2015.
Goyette I., Ricard, L., J., B., & F., M. (2017). eâ€WOM Scale: wordâ€ofâ€mouth measurement scale for eâ€services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://doi.org/10.1002/CJAS.129 e-WOM
Guruge, M. C. B. (2018). Comparison between attributes related to celebrity endorsement and social media influencer marketing: a conceptual review. Sri Lanka Journal of Marketing, 4(1), 17–37. http://192.248.24.204/dep/dmm/media/attachments/2020/09/29/m.c.b.-guruge---online-publish.pdf
Gustiani, M. (2019). Peran Electronic Word of Mouth Dalam Membangun Citra Destinasi Guna Mempengaruhi Keputusan Berkunjung Wisatawan Ke Suatu Destinasi Pariwisata. Competence : Journal of Management Studies, 12(2). https://doi.org/10.21107/kompetensi.v12i2.4962
https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/
Husna, R., & Dirgantara, I. M. B. (2018). Analisis Pengaruh electronic Word of Mouth di Media Sosial Youtube Terhadap Minat Beli Produk Kosmetik Sariayu Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro. Diponegoro Journal Of Management, 7(3), 1–15.
Ivana, P. (2021). The Impact of User Generated Content ( Online Review ) Towards the Intention to Purchase on E-commerce in Jakarta . Case Study Of Tokopedia . 426–443. https://adi-journal.org/index.php/conferenceseries/article/view/379
Kannan, P. K., & Li, H. “Alice.†(2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kotler, P., & Keller, kevin lane. (1959). Kotler Keller |Marketing Management. In Boletin cultural e informativo - Consejo General de Colegios Medicos de España (Vol. 22).
Kusuma, W., & Marlena, N. (2021). Pengaruh Kualitas Layanan Dan Citra Merek Terhadap Kepuasan Pelanggan Jasa Transportasi Go-Jek Di Kota Surabaya. Jurnal Pendidikan Tata Niaga (JPTN, 9(2), 1174–1180.
Laela, T. D. F. (2015). Pengaruh Perilaku Konsumen Dan Merek Produk Terhadap Minat Beli Produk Fashion Zoya. Jurnal Ekonologi, 2(April), 4. https://doi.org/http://dx.doi.org/10.2827/jeim.v2i2.1137.g1031
Lestari, E. D., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. Jurnal Ekonomi, Manajemen, Bisnis Dan Sosial Available, 1(2), 75–82.
McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53(November 2019), 101975. https://doi.org/10.1016/j.jretconser.2019.101975
MIR, I. A., & Rehman, K. U. (2013). FACTORS AFFECTING CONSUMER ATTITUDES USER-GENERATED PRODUCT CONTENT ON YOUTUBE Imran Anwar MIR Kashif Ur REHMAN. Management & Marketing, 8(4), 637–654. http://search.proquest.com.ezproxy.library.uq.edu.au/docview/1503088220?pq-origsite=summon
Nency. (2016). Pengaruh Celebrity Endorser di Media Sosial (Instagram) Terhadap Brand Equity yang Berdampak Pada Minat Pembelian Mobil Honda. Calyptra, 2(2), 1–12.
Nisrina, R. G. (2021). JURNAL KOMUNIKASI PROFESIONAL User generated content sebagai strategi komunikasi pemasaran digital : studi kasus fenomena # shopeehaul. 5(6), 558–571. https://doi.org/https://doi.org/10.25139/jkp.v5i6.4316
Nosita, F., & Lestari, T. (2019). The Influence of User Generated Content and Purchase intention on Beauty Products. GATR Journal of Management and Marketing Review, 4(3), 171–183. https://doi.org/10.35609/jmmr.2019.4.3(2)
Putri, V. J. (2020). Pengaruh User-Generated Content (Ugc) Dan Kualitas Produk Terhadap Minat Beli Konsumen Dapur Mbok Sarminah. Performa, 5(2), 95–102. https://doi.org/10.37715/jp.v5i1.1536
Putri, V. M., & Sijabat, R. (2021). Pengaruh Firm Generated Content, Electronic Word of Mouth, Celebrity Endorsement, Harga dan Fasilitas terhadap Keputusan Memilih Klinik Gigi. Jurnal InterAct, 10(1), 57–71. https://doi.org/10.25170/interact.v10i1.2484
Rubyanti, D., & Irwansyah, I. (2020). Peran User Generated Content (Ugc) Instagram Pada Industri Makanan. Mediakom, 4(1), 1–24. https://doi.org/10.32528/mdk.v4i1.3569
Shahrinaz, I., Yacob, Y., Hummida, D., & Abdul, A. (2016). Relationship and impact of eâ€WOM and brand image towards purchase intention of smartphone ? Journal of Scientific Research and Development, 3(5), 117–124.
Smith, A., & Jones, G. (2012). Miracle pills and fireproof trainers: User endorsement in social media. BMJ (Online), 345(7866), 10–12. https://doi.org/10.1136/bmj.e4682
Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, R&D. Bandung : Alfabeta
Susilo, angel aprilia. (2018). Pengaruh Social Media Brand Communication Terhadap Consumer Based Brand Equity Indomie di Surabya. 7(2), 2677–2690.
Waskithoadji, I. R. (2020). PENGARUH FIRM-CREATED CONTENT, USER-GENERATED CONTENT DAN E-WOM INSTAGRAM COFFEE SHOP TERHADAP PURCHASE INTENTION DENGAN BRAND EQUITY SEBAGAI VARIABEL MEDIASI (STUDI PADA JOURNEY COFFEE AND RECORDS). Orphanet Journal of Rare Diseases, 21(1), 1–9.
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031
Published
2022-07-20
How to Cite
Dila Khoirin anisa, & Novi Marlena. (2022). Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion: The Influence Of User Generated Content And E-Wom On The Tiktok Application On The Ppurchase Intention Of Fashion Products. Jurnal Sinar Manajemen, 9(2), 207-218. https://doi.org/10.56338/jsm.v9i2.2610
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