Pengaruh Electronic Word of Mouth dan Influencer Endorsement di Tiktok terhadap Minat Beli Produk Erigo pada Mahasiswa
DOI:
https://doi.org/10.55606/jekombis.v5i3.6795Keywords:
Electronic Word Mouth, Erigo, Influencer Endorsement, Purchase Intention, TikTokAbstract
This study examines the effects of Electronic Word of Mouth (e-WOM) and Influencer Endorsement on TikTok on purchase intention toward Erigo products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. Amid the rapid growth of social commerce and Generation Z's reliance on peer reviews and influencer content before making purchase decisions, this study investigates whether these two digital marketing signals jointly and individually shape purchase intention toward a local Indonesian fashion brand. Using a quantitative approach, data were collected through a Likert-scale questionnaire distributed to 88 respondents determined via the Yamane formula, and analyzed using multiple linear regression with the assistance of SPSS 25. Prior to hypothesis testing, the instrument was confirmed valid and reliable, and the regression model passed the classical assumption tests for normality, multicollinearity, and heteroskedasticity. The results show that Electronic Word of Mouth has a positive and significant effect on purchase intention (t = 3.654; p = 0.000), and Influencer Endorsement also has a positive and significant effect (t = 3.321; p = 0.001). Simultaneously, both variables significantly affect purchase intention (F = 38.692; p = 0.000), explaining 47.7% of its variance. These findings indicate that peer-generated reviews and influencer content on TikTok both play meaningful roles in shaping Generation Z's purchase intention toward local fashion brands.
Downloads
References
Algiffary, A. (2020). Pengaruh Celebrity Endorser, Online Advertising, dan Word of Mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia. Jurnal Manajemen Dan Bisnis, 4(2), 16–31. https://doi.org/10.25077/amar.4.2.16-31.2020
Anisa, N. A., & Widjatmiko, A. G. (2020). Pengaruh Electronic Word of Mouth dan Celebrity Endorsement terhadap Minat Beli Konsumen. Jurnal Mitra Manajemen (JMM Online), 4(10), 1514–1522. https://doi.org/10.32670/coopetition.v12i3.627
Artantry, L. A., & Kharisma, F. (2025). Pengaruh Electronic Word of Mouth (E-WOM), Brand Image dan Social Media Influencer Tasya Farasya terhadap Purchase Decision Produk Wardah di TikTok Shop. Journal of Applied Digital Business Research, 1(2), 351–369.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2023). Survei Penetrasi Internet Indonesia 2023. Asosiasi Penyelenggara Jasa Internet Indonesia.
Badan Pusat Statistik. (2021). Hasil Sensus Penduduk 2020. Badan Pusat Statistik.
Chinomona, R., & Pooe, D. (2013). The Impact of Product Quality on Perceived Value, Trust and Students’ Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences, 4(14), 463–472. https://doi.org/10.5901/mjss.2013.v4n14p463
Dwi, S., Prasetyo, K., & Sobari, N. (2024). Checkout or Scroll Down? Investigating TikTok Influencer Credibility Effects on Followers’ Purchase Intentions. Jurnal Manajemen Teori Dan Terapan, 17(3), 454–471. https://doi.org/10.20473/jmtt.v17i3.58532
Efendi, M. D. B., & Cahyaningratri. (2023). The Influence of eWOM via TikTok Application Towards Purchase Intention (Study on Erigo Apparel in Indonesia). Diponegoro Journal of Management, 12(3).
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Herviani, V., Hadi, P., & Nobelson. (2020). Analisis Pengaruh Brand Trust, E-WOM, dan Social Media Influencer Terhadap Keputusan Pembelian Lipstik Pixy. Prosiding BIEMA (Business Management, Economic, and Accounting National Seminar), 1(1), 1351–1363.
Kemp, S. (2023). Digital 2023: Indonesia. DataReportal.
Korua, D. K., Mandey, S. L., & Tielung, M. V. J. (2025). The Influence of Lifestyle, Influencer Marketing, and Electronic Word of Mouth on the Purchase Decision of Erigo Products among Management Students of Universitas Sam Ratulangi. Jurnal EMBA, 13(3), 66–78. https://doi.org/10.35794/emba.v13i03.62751
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson.
Mufidah, I. S., Nur, F., & Puri, A. (2025). Generasi Z di Solo Raya: Bagaimana Customer Review dan Influencer Endorsement Membentuk Minat Beli Produk Makeup Melalui Customer Trust? Jurnal Riset Pemasaran, 4(1), 99–113. https://doi.org/10.22515/juebir.v4i1.10710
Mukti, K. A., & Santosa, S. B. (2023). Aplikasi Model S-O-R pada Analisis Pengaruh E-WOM Melalui Social Media Influencer, Celebrity Endorsement, dan Customer Review terhadap Minat Beli dengan Brand Image sebagai Variabel Intervening (Studi Kasus pada Konsumen Produk Erigo melalui S-commerce TikTok Shop). Diponegoro Journal of Management, 12(6), 1–13.
Pranita, K. (2024). Pengaruh Online Customer Review dan Endorsement Influencer terhadap Minat Beli Produk Skintific pada Media Sosial TikTok. Jurnal Komunikasi Dan Pemasaran, 5(1), 87–100. https://doi.org/10.32815/jpro.v5i1.2114
Pratama, C. A., & Astarini, R. R. D. (2023). Electronic Word of Mouth as a Predictor of Purchase Intention: Evidence from Instagram and TikTok in Indonesia. International Journal of Digital Entrepreneurship and Business (IDEB), 4(2), 84–94. https://doi.org/10.52238/ideb.v4i2.119
Putri, A., Safitri, M., Yovita, L., & Oktavia, V. (2024). Pengaruh E-WOM terhadap Keputusan Pembelian Brand Uniqlo dengan Brand Image dan Brand Trust sebagai Variabel Mediasi (Studi Kasus: Mahasiswa FEB Universitas Dian Nuswantoro Semarang). Jurnal Ilmiah Manajemen, 4, 5988–6003. https://doi.org/10.31004/innovative.v4i1.8270
Rachmawati, I., & Nazhifah, N. (2025). Pengaruh Social Media Influencer terhadap Brand Loyalty TikTok dengan Purchase Intention sebagai Mediasi pada Generasi Z di Indonesia. Jurnal Sains Pemasaran Indonesia, 24(1), 65–76. https://doi.org/10.14710/jspi.v24i1.65-76
Romadona, A. I., Harbi, M., & Hernidatiatin, L. T. (2025). Impact of Electronic Word of Mouth, Influencers, on Consumer Purchase Intentions on Fashion (Erigo Brand Study). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 8068–8079. https://doi.org/10.31538/iijse.v8i3.7060
Sharma, S., Singh, S., Kujur, F., & Das, G. (2021). Social media activities and its influence on customer-brand relationship: An empirical study of apparel retailers’ activity in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602–617. https://doi.org/10.3390/jtaer16040036
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008–1024. https://doi.org/10.3390/jtaer1604005
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (2nd ed.). Alfabeta.
Sulistyari, I. N., & Yoestini. (2012). Analisis Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Minat Beli Produk Oriflame (Studi Kasus Mahasiswi Fakultas Ekonomika dan Bisnis Jurusan Manajemen Universitas Diponegoro Semarang). Diponegoro Journal of Management, 1(1), 1–15.
Talakua, Y., Anas, S., & Aqil, M. (2020). Pengaruh Disiplin Kerja terhadap Kinerja Karyawan pada RSU Bhakti Rahayu Ambon. Inovasi Penelitian, 1(7). https://doi.org/10.47492/jip.v1i7.267
Ulfa, I. M., Sari, A., Tambunan, L. N., Permata, A., & Sari. (2025). Literatur Review : Pencegahan Hipertensi Pada Lansia. Jurnal Medika Nusantara, 2(1), 32–41.
Wardhana, H. W., Wahab, Z., & Shihab, M. S. (2021). Pengaruh Electronic Word of Mouth (E-WOM) dan Celebrity Endorsement terhadap Minat Beli Konsumen pada E-Commerce Zalora dengan Brand Image sebagai Variabel Mediasi. Jurnal Ilmiah Manajemen, 12(3), 431–446. https://doi.org/10.32670/coopetition.v12i3.627
Yulianto, M. R., & Soesanto, H. (2019). Analisis Pengaruh Electronic Word of Mouth terhadap Kepercayaan dan Citra Merek serta Dampaknya terhadap Keputusan Pembelian (Studi pada Konsumen Lazada.co.id di Semarang). Diponegoro Journal of Management, 8(3), 1–9.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nazery Bagus Satria Hasan, Surnita Sandi Wiranata, Tedi Kustandi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
