Mutiara Puspitasari, Roslina Roslina, Nuzul Inas Nabila

The Influence of Electronic Word of Mouth and Influencer Marketing on Purchase Intention of Facetology Skincare Products on TikTok: A Study on Generation Z in Bandar Lampung

Introduction

The influence of electronic word of mouth and influencer marketing on purchase intention of facetology skincare products on tiktok: a study on generation z in bandar lampung. Discover how E-WOM and Influencer Marketing on TikTok significantly drive Generation Z's purchase intention for Facetology skincare products in Bandar Lampung. Both show positive effects.

Abstract

This study aims to determine the effect of Electronic Word of Mouth (E-WOM) and Influencer Marketing on the purchase intention of Facetology skincare products on TikTok among Generation Z. The method used is descriptive research with data collection through questionnaires to 170 respondents, then analyzed using multiple linear regression. The results of the study indicate that the Electronic Word of Mouth (EWOM) variable on TikTok social media has a positive and significant effect on the purchase intention of Facetology products among Generation Z in Bandar Lampung, which means the better the consumer's perception of the information shared, the higher their interest in purchasing. In addition, Influencer Marketing is also proven to have a positive and significant effect indicating that the quality of promotion, credibility, attractiveness, and the ability of influencers to convey product value are important factors that motivate consumers to make purchases. The implications of this study are expected to contribute to business actors to be more competent in integrating appropriate promotional strategies using E-WOM and Influencer marketing.

Review

This study addresses a highly relevant and contemporary topic by investigating the influence of Electronic Word of Mouth (E-WOM) and Influencer Marketing on the purchase intention of Facetology skincare products among Generation Z on the TikTok platform. The focus on a specific product category, a prominent social media platform, and a key demographic for digital marketing makes this research timely and pertinent to understanding modern consumer behavior. The clear objective to determine the effects of these two digital marketing strategies on purchase intention is well-articulated and sets a straightforward scope for the study. Methodologically, the study employs a descriptive research design, utilizing questionnaires administered to 170 respondents, with data analyzed through multiple linear regression. This approach is suitable for identifying direct relationships between the specified variables. The findings unequivocally support the hypotheses, indicating that both E-WOM and Influencer Marketing significantly and positively impact purchase intention. Specifically, the abstract highlights that improved consumer perception of shared information (E-WOM) and factors such as influencer quality, credibility, attractiveness, and ability to convey product value (Influencer Marketing) are crucial drivers for purchase decisions. These results offer empirical validation for widely assumed digital marketing principles within the specified context. While the study provides valuable insights into the effectiveness of digital marketing strategies for skincare products, particularly for Gen Z in a specific regional context, it also presents avenues for further exploration. The practical implications for business actors seeking to integrate E-WOM and Influencer Marketing strategies are clearly stated and useful. However, the study's generalizability might be constrained by its specific geographical focus on Bandar Lampung. Future research could benefit from a broader demographic and geographic scope, perhaps incorporating qualitative elements to delve deeper into the nuanced 'why' behind consumer perceptions and choices, or exploring mediating/moderating variables to enrich the understanding of these complex relationships.

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