Novita Enjelma, Neni Triana M

The Influence Of Word Of Mouth And Online Reviews On Consumers' Purchase Intention Of Skintific Products On Tiktok Shop With Delivery Speed As An Intervening Variable (A Study On Students Of Universitas Muhammadiyah Pontianak)

Introduction

The influence of word of mouth and online reviews on consumers' purchase intention of skintific products on tiktok shop with delivery speed as an intervening variable (a study on students of universitas muhammadiyah pontianak). Explore how Word of Mouth & Online Reviews impact SKINTIFIC purchase intention on TikTok Shop, with delivery speed as a key mediator. Study on Pontianak students.

Abstract

This study aims to identify the influence of Word of Mouth on the Purchase Intention of SKINTIFIC products among female students at Universitas Muhammadiyah Pontianak through Delivery Speed. The research employs an associative method, with a total of 100 respondents who have previously purchased SKINTIFIC products online via TikTok Shop. The data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS 3.0 software. Based on the hypothesis testing results, Word of Mouth and Online Reviews directly have a positive and significant influence on Delivery Speed. Other hypotheses indicate that Delivery Speed and Online Reviews directly influence Purchase Intention, whereas Word of Mouth does not have a direct influence on Purchase Intention. Furthermore, based on indirect hypothesis testing, both Word of Mouth and Online Reviews influence Purchase Intention, mediated by Delivery Speed.

Review

This study investigates the critical factors influencing consumers' purchase intention for SKINTIFIC products on TikTok Shop, specifically focusing on the roles of Word of Mouth (WOM) and Online Reviews, with Delivery Speed acting as an intervening variable. The research targets a specific demographic of female students at Universitas Muhammadiyah Pontianak, addressing a timely and relevant topic given the surge of social commerce platforms like TikTok Shop and the beauty industry's strong presence within this digital ecosystem. The objectives are clear in discerning both the direct and indirect influences of these variables on purchase decisions, providing valuable insights into consumer behavior in a dynamic online shopping environment. Methodologically, the study employs an associative approach utilizing Structural Equation Modeling (SEM) with SmartPLS 3.0, a robust technique suitable for analyzing complex relationships between multiple variables. A sample size of 100 female students who had prior experience purchasing SKINTIFIC products via TikTok Shop was recruited. The findings reveal nuanced relationships: both Word of Mouth and Online Reviews directly exert a positive and significant influence on Delivery Speed. Crucially, Delivery Speed and Online Reviews are found to directly impact Purchase Intention. Interestingly, Word of Mouth itself does not have a direct influence on Purchase Intention in this context. However, the study confirms the significant mediating role of Delivery Speed, demonstrating that both Word of Mouth and Online Reviews indirectly influence Purchase Intention through the perceived efficiency of product delivery. While the study offers valuable insights into the contemporary landscape of social commerce and consumer behavior, its generalizability is somewhat limited by the specific demographic (female students from a single university) and the focus on a particular product brand (SKINTIFIC) and platform (TikTok Shop). Future research could benefit from expanding the sample size to include a broader range of demographics, product categories, and social commerce platforms to enhance the external validity of the findings. Nonetheless, this research provides practical implications for marketers, underscoring the paramount importance of managing delivery logistics and encouraging positive online reviews to bolster purchase intentions, even when direct word-of-mouth may not immediately translate into sales.

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