Ilham Agsan Ramadhan, Riski Taufik Hidayah, Salsabila Aisyah Alfaiza

The Impact of TikTok eWOM on Fore Coffee Purchase Intention in Bandung

Introduction

The impact of tiktok ewom on fore coffee purchase intention in bandung. TikTok eWOM affects Fore Coffee purchase intention in Bandung. Study links info quality, credibility, usefulness to adoption & intent. Digital marketing insights.

Abstract

This study investigates how electronic word of mouth (eWOM) on TikTok influences consumers' purchase intention toward Fore Coffee products in Bandung, Indonesia. Given the platform’s dominance among Gen Z and millennials, TikTok-based eWOM is a key digital marketing element for local brands. Using a quantitative method, data were collected through an online survey of 390 respondents who had seen TikTok content related to Fore Coffee. The research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among information quality, quantity, credibility, usefulness, adoption, and purchase intention. The results show that all dimensions of eWOM significantly affect information usefulness. In turn, information usefulness positively influences information adoption, which subsequently drives purchase intention. These findings affirm the relevance of the Information Adoption Model (IAM) in a short-form video context. This study contributes to digital consumer behavior literature by applying the IAM to TikTok, a platform characterized by user-generated content and rapid engagement cycles. The research offers practical insights for brands to enhance content credibility and usefulness in order to strengthen consumer intent to purchase.

Review

This study addresses a highly relevant and timely topic concerning the influence of TikTok's electronic word of mouth (eWOM) on consumer purchase intention for Fore Coffee in Bandung, Indonesia. Leveraging a quantitative approach with data from 390 respondents, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to explore the relationships between eWOM dimensions (quality, quantity, credibility) and their impact on purchase intention, mediated by information usefulness and adoption. A key strength lies in its application of the Information Adoption Model (IAM) to the dynamic context of short-form video content on TikTok, a platform dominant among critical consumer demographics like Gen Z and millennials. The findings, indicating that all eWOM dimensions significantly affect usefulness, which in turn drives adoption and purchase intention, offer valuable insights into digital consumer behavior. While the study presents a solid methodological foundation, some areas could enhance its impact and rigor. The reliance on an online survey with respondents who "had seen TikTok content related to Fore Coffee" suggests a potential for self-selection bias, limiting the generalizability of findings to the broader consumer population in Bandung. Further detail regarding the specific demographic breakdown of the "Gen Z and millennials" and their typical engagement patterns with TikTok content would strengthen the representativeness of the sample. Furthermore, while affirming the IAM's relevance, the abstract does not sufficiently elaborate on how the unique characteristics of TikTok—such as its user-generated content nature and rapid engagement cycles—are specifically integrated or critically re-examined within the IAM framework. More explicit discussion on the *novelty* of applying IAM in this specific short-form, rapid-engagement context, beyond a simple affirmation, would strengthen its theoretical contribution. Overall, this study makes a meaningful contribution to the burgeoning literature on digital consumer behavior and eWOM, particularly within the context of rapidly evolving social media platforms in emerging markets. Its focus on a local brand and specific geographical context provides practical relevance for marketers seeking to leverage TikTok effectively. While the theoretical contribution could be further deepened by exploring specific nuances of IAM within a short-form video environment, the study provides a robust empirical validation of the model. The research offers a valuable foundation for future inquiries, perhaps exploring the impact of different content formats, influencer types, or longitudinal effects of TikTok eWOM on brand loyalty and repeat purchases. This paper is a commendable effort in bridging theory and practice in digital marketing.

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