Kontribusi Influencer dan Dimensi Electronic Word of Mouth (e-WOM) Terhadap Purchase Intention Produk Beorganik Tawas Spray di Tiktok

Vivi Noviana; Yohan Wismantoro; Dian Prawitasari; Ana Kadarningsih

doi:10.55606/jaemb.v6i2.11041

Authors

Vivi Noviana Universitas Dian Nuswantoro
Yohan Wismantoro Universitas Dian Nuswantoro
Dian Prawitasari Universitas Dian Nuswantoro
Ana Kadarningsih Universitas Dian Nuswantoro

DOI:

https://doi.org/10.55606/jaemb.v6i2.11041

Keywords:

Influencers, quality of e-WOM, credibility e-WOM, quantity of e-WOM, Purchase Intention

Abstract

The rapid development of social media has increased the role of influencers and electronic word of mouth (e-WOM) in shaping consumer behavior patterns, especially regarding purchase intentions. This study aims to identify the contribution of influencers and e-WOM dimensions including quality, credibility, and quantity to consumer purchase intentions for Beorganik Tawas Spray deodorant products on the TikTok platform. This study utilizes a quantitative approach through data collection in the form of a survey, involving 120 TikTok users in Semarang City as respondents. The collected data were analyzed using the Structural Equation Modeling (SEM) method. The results show that influencers, e-WOM quality, e-WOM credibility, and e-WOM quantity each have a positive and significant impact on purchase intentions. Marketing strategies that optimize collaboration with influencers and manage quality, credible, and intense e-WOM content need to be considered to encourage consumer purchasing decisions.

References

[1] A. N. Sa’adah, A. Rosma, and D. Aulia, “Persepsi generasi z terhadap fitur tiktok shop pada aplikasi tiktok,” no. 5, Dec. 2022, [Online]. Available: https://transpublika.co.id/ojs/index.php/Transekonomika

[2] Andi, “Data digital Indonesia 2025: memahami lanskap digital Indonesia di era konektivitas tanpa batas.” Accessed: Nov. 24, 2025. [Online]. Available: https://ansorkroya.com/data-digital-indonesia-2025-memahami-lanskap-digital-indonesia-di-era-konektivitas-tanpa-batas/

[3] C. D. N. Kusuma, R. Prajoko, and W. Chumaeson, “Transformasi perilaku sosial remaja era digital: penggunaan tiktok di kalangan remaja,” vol. 10, Oct. 2024, Accessed: Oct. 14, 2025. [Online]. Available: https://jurnal.usahidsolo.ac.id/index.php/JKOM/article/download/1788/1272/4272

[4] U. Khasanah, “Sejarah tiktok dan perjalanannya hingga masuk ke Indonesia.” Accessed: Nov. 24, 2025. [Online]. Available: https://www.idntimes.com/tech/trend/sejarah-tiktok-dan-perjalanannya-hingga-masuk-ke-indonesia-00-vs37w-gbxj0c

[5] Nouvan, “Indonesia jadi negara pengguna tiktok terbanyak di dunia 2025.” Accessed: Nov. 24, 2025. [Online]. Available: https://dataloka.id/humaniora/4424/indonesia-jadi-negara-pengguna-tiktok-terbanyak-di-dunia-2025/

[6] S. S. Jauhari, “TikTok Jadi Media Sosial dengan Waktu Penggunaan Terlama Lebih dari 50 Menit per Hari,” Dec. 2023, Accessed: Nov. 24, 2025. [Online]. Available: https://data.goodstats.id/statistic/tiktok-jadi-media-sosial-dengan-waktu-penggunaan-terlama-lebih-dari-50-menit-per-hari-V8ySw

[7] H. Nufus and T. Handayani, “Strategi promosi dengan memanfaatkan media sosial TikTok dalam meningkatkan penjualan (Studi kasus pada TN Official Store),” J. EMT KITA, vol. 6, no. 1, pp. 21–34, Jan. 2022, doi: 10.35870/emt.v6i1.483.

[8] M. Farzin, H. Shababi, G. Shirchi Sasi, M. Sadeghi, and R. Makvandi, “The determinants of eco-fashion purchase intention and willingness to pay,” Spanish Journal of Marketing - ESIC, vol. 27, no. 3, pp. 348–366, Nov. 2023, doi: 10.1108/SJME-07-2022-0158.

[9] M. O. Oliver, I. Jestratijevic, J. Uanhoro, and D. K. Knight, “Investigation of a consumer’s purchase intentions and behaviors towards environmentally friendly grocery packaging,” Sustainability (Switzerland), vol. 15, no. 11, Jun. 2023, doi: 10.3390/su15118789.

[10] R. Lady and I. Nuzula, “Understanding tiktok users,” Ricky, Isnaini Nuzula Journal of Enterprise and Development, vol. 6, no. 3, pp. 591–605, Nov. 2024, doi: 10.20414/jed.v6i3.11362.

[11] I. Yanti, N. Tasnim, and R. Febrianti Aulia, “Analisis Perkembangan E-Business Dalam Pemanfaatan Media Sosial Tiktok Shop,” 2023.

[12] Lapania Konita, “Pengaruh influencer marketing dan brand image terhadap keputusan pembelian produk Wardah di Tangerang Selatan,” Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis, vol. 1, no. 1, pp. 321–335, Jun. 2024, doi: 10.61132/prosemnasimkb.v1i1.25.

[13] S. Zak and M. Hasprova, “The role of influencers in the consumer decision-making process,” SHS Web of Conferences, vol. 74, p. 03014, Oct. 2020, doi: 10.1051/shsconf/20207403014.

[14] Indrawati, P. C. P. Yones, and S. Muthaiyah, “eWOM melalui aplikasi TikTok dan pengaruhnya terhadap niat pembelian produk yang tipis,” pp. 174–184, Oct. 2022, doi: 10.1016/j.apmrv.2022.07.0071029-3132.

[15] A. A. Mariasih and A. Setiyaningrum, “Peran eWOM quality, eWOM quantity, dan eWOM credibility dalam membentuk cor-porate image dan mendorong purchase intention: studi empiris pada jasa pendidikan,” Feb. 2021. doi: Vol.19(1),2021.

[16] M. A. Nasution, B. R. 1stai, and I. Sibuhuan, “Pengaruh strategi pemasaran hijau pada keputusan pembelian dengan keinginan emosional sebagai variabel moderasi,” Jurnal Sastra Ekonomi Internasional (INJOLE), vol. 2, no. 2, pp. 386–394, Oct. 2024.

[17] A. Gore, “Natural and organic deodorant market report.” Accessed: Nov. 24, 2025. [Online]. Available: https://www.cognitivemarketresearch.com/natural-and-organic-deodorant-market-report

[18] Y. Purwanto et al., “Pengaruh content marketing dan influencer endorser terhadap purchase intention pada brand skincare Somethinc,” Oct. 2022. doi: Vol.10,No.1.

[19] D. A. Putri and G. Thabrani, “Pengaruh dukungan berlebih pada niat pembelian dimediasi oleh keaslian dan kredibilitas influ-encer di media sosial TikTok,” pp. 293–307, Feb. 2024, doi: 10.24036/mms.v4i3.528.

[20] G. Claodio and D. Wardani, “Pengaruh influencer media sosial, e-WOM dan kualitas yang dirasakan terhadap niat pembelian di platform e-commerce,” Oct. 2024.

[21] C. A. Pratama and R. D. Astarini, “Electronic word of mouth as a predictor of purchase intention: evidence from Instagram and TikTok in Indonesia,” International Journal of Digital Entrepreneurship and Business, vol. 4, no. 2, Oct. 2023, doi: 10.52238/ideb.v4i2.119.

[22] A. M. Ramdan, R. Nurmala, K. Komariah, and D. Jhoansyah, “Electronic word of mouth, purchase intention, and loyalty in West Java broadband with happiness as a moderator,” Annals of Human Resource Management Research, vol. 5, no. 2, pp. 523–539, Sep. 2025, doi: 10.35912/ahrmr.v5i2.3407.

[23] D. A. Puspitarini, P. A. Purnama, and I. R. Dewi, “Fraud risk and trust on the intention to buy of e-commerce,” Journal of Con-temporary Accounting, vol. 3, no. 1, pp. 45–52, Nov. 2021, doi: 10.20885/jca.vol3.iss1.art5.

[24] Y. Wismantoro and M. G. W. K. Susilowati, “Do attitude towards behavior, subjective norms, and perceived control behavior matter on environmentally friendly plastic purchasing intention?,” International Journal of Management and Sustainability, vol. 14, no. 1, pp. 44–56, Jan. 2025, doi: 10.18488/11.v14i1.4000.

[25] R. Panjaitan and H. N. Cahya, “A perspective of theory of reasoned action and planned behavior: Purchase decision,” Jurnal Manajemen, vol. 29, no. 1, pp. 42–65, Feb. 2025, doi: 10.24912/jm.v29i1.2265.

[26] X. Yang, “Consumers’ purchase intention in social commerce: The role of social psychological distance, perceived value, and perceived cognitive effort,” Information Technology and People, vol. 35, no. 8, pp. 330–348, Dec. 2022, doi: 10.1108/ITP-02-2022-0091.

[27] D. Samarasinghe, G. N. Kuruppu, and T. Dissanayake, “Factors influencing the purchase intention toward electric vehicles: A nonuser perspective,” South Asian Journal of Marketing, vol. 5, no. 2, pp. 149–165, Nov. 2024, doi: 10.1108/sajm-04-2023-0026.

[28] S. Fortunata and A. Hanafiah, “Examining Indonesian Gen Z Muslim consumers’ purchase intentions for Muslim fashion on Shopee,” Journal Ilmiah Manajemen dan Bisnis, vol. 10, no. 2, pp. 195–212, 2024.

[29] J. Marwan, P. Raharjo, T. H. Rachmatsyah, and Z. Mega, “Transformation of marketing role strategy in realizing purchase in-tention,” International Journal of Application on Economics and Business, vol. 1, no. 3, pp. 1640–1653, Aug. 2023, doi: 10.24912/ijaeb.v1i3.1640-1653.

[30] Z. Zong, X. Liu, and H. Gao, “Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior,” Front. Psychol., vol. 14, Oct. 2023, doi: 10.3389/fpsyg.2023.1110191.

[31] Sherly and E. Ruswanti, “Pengaruh dimensi eWOM terhadap perilaku pembelian pada produk pakaian wanita di Pulau Jawa,” Dec. 2024. [Online]. Available: http://eduvest.greenvest.co.id

[32] S. T. Chang and J. J. Wu, “A content-based metric for social media influencer marketing,” Industrial Management and Data Systems, vol. 124, no. 1, pp. 344–360, Jan. 2024, doi: 10.1108/IMDS-05-2022-0303.

[33] E. A. van Reijmersdal, M. Walet, and A. Gudmundsdóttir, “Pemasaran influencer: menjelaskan efek strategi presentasi diri in-fluencer pada respons merek melalui kredibilitas sumber,” Marketing Intelligence and Planning, vol. 42, no. 7, pp. 1214–1233, Sep. 2024, doi: 10.1108/MIP-03-2023-0125.

[34] Basyirah, A. O. Bahari, and D. Widagdo, “Influencer marketing effectiveness: Analyzing consumer trust and purchase intentions on social media,” Jan. 2025. doi: Vol.6.

[35] N. Q. Aini and A. N. Zagladi, “TikTok sebagai media pemasaran digital: efek influencer marketing dan e-WOM terhadap keputusan pembelian produk skincare,” Studi Akuntansi, Keuangan, dan Manajemen, vol. 4, no. 2, pp. 265–274, Jan. 2025, doi: 10.35912/sakman.v4i2.3799.

[36] R. P. Lestari, Y. And, A. J. Mp Pk, R. P. Lestari, and A. Yuniarinto, “Pengaruh social media influencer terhadap purchase intention pada brand skincare Azarine dengan brand awareness sebagai variabel mediasi,” vol. 3, Oct. 2024, doi: 10.21776/jmppk.

[37] I. Rachmawati and N. Nazhifah, “Pengaruh social media influencer terhadap brand loyalty TikTok dengan purchase intention sebagai mediasi pada generasi Z di Indonesia,” Oct. 2025. doi: vol.24.

[38] A. KakkarMittal, “Menyelidiki dampak kualitas, teknologi, dan kepercayaan pada niat pembelian pelanggan dalam digital word of mouth di S-commerce,” Nov. 2025, doi: 10.1108/AJIM-09-2024-0764/9759769/ajim-09-2024-0764.pdf.

[39] M. A. Marsanda, W. N. Rakhmad, and A. Naryoso, “Hubungan kualitas informasi dan kredibilitas sumber informasi terhadap tingkat kepercayaan informasi kesehatan pada TikTok oleh generasi Z,” Dec. 2025.

[40] N. N. Mohamed, N. S. Gadiman, and N. Jaafar, “The influence of social media influencer attributes on information credibility and purchase intention,” Int. J. Soc. Sci. Res., vol. 13, no. 1, p. 148, Feb. 2025, doi: 10.5296/ijssr.v13i1.22262.

[41] A. Putri Haykal, I. Febrilia, and T. Arvinta Monoarfa, “Pengaruh kualitas sistem, kualitas informasi, dan kualitas layanan terhadap loyalitas konsumen yang dimediasi oleh kepuasan konsumen dalam berbelanja online,” Jan. 2023. doi: Vol.4.

[42] R. A. Pertiwi et al., “Purchase intention sebagai konsekuensi dari electronic word of mouth, information usefulness, dan infor-mation adoption pada produk hand and body lotion,” vol. 7, Oct. 2024.

[43] S. Saputra and R. H. Jasa, “Pengaruh karakteristik informasi eWOM dan perilaku konsumen terhadap niat beli smartphone,” Jan. 2024.

[44] K. Akdim, “The influence of eWOM: Analyzing its characteristics and consequences, and future research linesla influencia de eWOM: Analizando sus características, consecuencias y futuras líneas de investigación,” Oct. 08, 2021, Emerald Group Holdings Ltd. doi: 10.1108/SJME-10-2020-0186.

[45] H. K. A. Wahab, F. Alam, and E. Lahuerta-Otero, “Bintang media sosial: bagaimana influencer membentuk konsumen perilaku di Instagram,” Nov. 2024, doi: 10.1108/SJME-09-2023.

[46] Fadli, M. D. T. P. Nasution, I. Qamariah, and S. H. Zulkarnain, “Authenticity, credibility, and cultural context: An integrated model of influencer marketing in collectivistic societies,” Jurnal Ilmiah Manajemen Kesatuan, vol. 13, no. 5, pp. 3639–3650, Aug. 2025, doi: 10.37641/jimkes.v13i5.3785.

[47] D. Amarullah, T. Handriana, and A. Maharudin, “eWOM credibility, trust, perceived risk, and purchase intention in the context of e-commerce: Moderating role of online experience,” Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) 2022, vol. 11, no. 1, pp. 61–83, Nov. 2022, doi: 10.26418/jebik.v11i1.50594.

[48] A. Gupta and U. Savita, “How are eWOM credibility and purchase intention inter-related? A PLS-SEM analysis,” Purushartha, vol. 16, no. 1, pp. 93–103, Dec. 2023, doi: 10.21844/16202116107.

[49] X. Liu, J. Lin, X. Jiang, T. Chang, and H. Lin, “eWOM information richness and online user review behavior: Evidence from TripAdvisor,” Journal of Theoretical and Applied Electronic Commerce Research , vol. 19, no. 2, pp. 880–898, Jun. 2024, doi: 10.3390/jtaer19020046.

[50] P. Kusawat and S. Teerakapibal, “Cross-cultural electronic word-of-mouth: A systematic literature review,” Mar. 07, 2024, Em-erald Publishing. doi: 10.1108/SJME-06-2021-0116.

[51] N. Wibisono, W. Senalasari, M. E. White, and A. Februadi, “E-WoM Engagement and Purchase Intention on Social Commerce Specialized in Beauty Products: A Perspective from Young Female Consumers,” INTERNATIONAL JOURNAL OF AP-PLIED BUSINESS RESEARCH, vol. 2023, no. 1, pp. 26–46, 2023, doi: 10.35313/ijabr.v5i01.311.

[52] J. D. Pranata, L. O. Hadiwidjaya, and R. Jokom, “Pengaruh kualitas, kuantitas, kredibilitas pada kegunaan informasi dan minat beli follower TikTok,” Jurnal Manajemen Perhotelan, vol. 10, no. 2, pp. 67–80, Sep. 2024, doi: 10.9744/jmp.10.2.67-80.

[53] D. K. K. Surya and L. Utama, “Pengaruh jumlah dan kredibilitas eWOM terhadap niat beli online,” vol. 07, no. 02, pp. 465–474, Oct. 2025.

[54] R. T. Hidayah, I. Adriansyah, and E. M. Utami, “The influence of TikTok eWOM on purchase intentions: The originator skincare products,” Asean International Journal of Business, vol. 3, no. 2, pp. 141–153, Jul. 2024, doi: 10.54099/aijb.v3i2.1017.

[55] M. R. Damanik, Rusli, R. L. Manik, and M. Khadafi, “Metode penelitian kuantitatif: konsep, jenis, tahapan, dan kelebihan,” Oct. 2025.

[56] M. Waruwu, S. N. Pu`at, P. R. Utami, E. Yanti, and M. Rusydiana, “Metode penelitian kuantitatif: konsep, jenis, tahapan dan kelebihan,” Jurnal Ilmiah Profesi Pendidikan, vol. 10, no. 1, pp. 917–932, Feb. 2025, doi: 10.29303/jipp.v10i1.3057.

[57] J. F. Hair, G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. Danks, and S. Ray, “A primer on partial least squares structural equation modeling (PLS-SEM) using R,” 2021. [Online]. Available: http://www.

[58] D. Prawitasari, A. Kadarningsih, and M. Ahmad, “Financial behavior of Gen Z students: digital lifestyle, FoMo, and financial literacy,” Solusi, vol. 23, no. 3, Aug. 2025, doi: 10.26623/slsi.v23i3.12359.

[59] S. Yarsasi, I. Tahyudin, and T. Hariguna, “Analisis validitas dan reliabilitas kuesioner dengan metode partial least squares struc-tural equation modeling pada aplikasi SMARTPLS,” Jurnal Pendidikan dan Teknologi Indonesia, vol. 5, no. 7, pp. 1905–1913, Jul. 2025, doi: 10.52436/1.jpti.885.

[60] L. Danil, S. Jahroh, R. Syarief, and A. Taryana, “The impact of personal and environmental factors through experience charac-teristics on entrepreneurial performance in Indonesian start-ups,” Indonesian Journal of Business and Entrepreneurship, vol. 11, no. 2, p. 306, May 2025, doi: 10.17358/ijbe.11.2.306.

[61] Y. Ramli, D. Permana, A. Shiratina, and E. Sofriana Imaningsih, “Implementing green transformational leadership to provide sustainable organizational performance,” Jurnal Aplikasi Bisnis dan Manajemen, vol. 11, no. 3, p. 1111, Sep. 2025, doi: 10.17358/jabm.11.3.1111.

[62] J. F. Hair, M. Sarstedt, C. M. Ringle, P. N. Sharma, and B. D. Liengaard, “Going beyond the untold facts in PLS-SEM and moving forward,” Eur. J. Mark., vol. 58, no. 13, pp. 81–106, 2024, doi: 10.1108/EJM-08-2023-0645.

[63] F. Magno, F. Cassia, and C. M. Ringle, “A brief review of partial least squares structural equation modeling (PLS-SEM) use in quality management studies,” TQM Journal, vol. 36, no. 5, pp. 1242–1251, May 2024, doi: 10.1108/TQM-06-2022-0197.

[64] Putu Gede Subhaktiyasa, “PLS-SEM for multivariate analysis: a practical guide to educational research using SmartPLS,” Ed-uLine: Journal of Education and Learning Innovation, vol. 4, no. 3, pp. 353–365, Aug. 2024, doi: 10.35877/454ri.eduline2861.

[65] C. Aurellia and L. Dewi, “Influencer authenticity and homophily on TikTok: sharing purchase intention via parasocial relations,” Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, vol. 9, Mar. 2025, [Online]. Available: https://jurnal.stie-aas.ac.id/index.php/IJEBAR

[66] Elok Faiko, Annisa Fitri, and Lis Tatin Hernidatiatin, “The influence of social commerce and influencers on purchase intention at TikTokShop in Cirebon city,” Jurnal Manajemen, vol. 16, no. 2, pp. 567–582, Jun. 2025, doi: 10.32832/jm-uika.v16i2.19409.

[67] H. D. Natalia and A. Aprillia, “Exploring the impact of e-WOM on generation Z purchase intention: the mediating role of brand image and perceived quality,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 6, no. 2, pp. 164–176, Apr. 2025, doi: 10.34306/itsdi.v6i2.691.

[68] R. Veronita, M. Ariyanti, and R. T. Hidayah, “The effect of electronic word of mouth (e-WOM) on TikTok application towards purchase intention mediated by the variables of information quality, information quantity, information credibility, and brand image on skintific products,” Jan. 2025. [Online]. Available: http://ijstm.inarah.co.id750

[69] D. Kenji, K. Surya, and L. Utama, “The impact of e-WOM quantity and e-WOM credibility on online purchase intentions for Garnier with brand image as a mediating factor,” International Journal of Application on Economics and Business (IJAEB), vol. 3, no. 3, pp. 2987–1972, Mar. 2025, doi: 10.24912/ijaeb.v3i3.1568-1579.

[70] K. Matiukaite, I. Sciukauske, and A. Usas, “The impact of e-WOM aspects on consumer purchase intentions,” Polish Journal of Management Studies, vol. 30, no. 2, pp. 162–180, Dec. 2024, doi: 10.17512/pjms.2024.30.2.10.

[71] A. Safitriani, Z. Fahma Auliya, and F. Ekonomi dan Bisnis Islam UIN Raden Mas Said Surakarta, “The effect of credibility, quality, and quantity of e-WOM on purchase intention,” vol. 14, no. 1, Jan. 2023.