The Effect of eWom on Buying Interest and its Impact on Uniqlo Product Purchase Behavior through the Tiktok Application

Abstract

This research to analyze the impact of eWOM on purchasing interest and its impact on actual purchasing behavior of Uniqlo products via TikTok. The method uses a causal quantitative approach with a survey involving 400 respondents. Respondents were selected using techniques purposive sampling, with the criteria of active TikTok users who have viewed and made purchases after viewing content or information related to Uniqlo. Data analysis was carried out using the method SEM to test the relationship between research variables. Validity and reliability tests were also applied to ensure the accuracy of the research results. The research results show that an eWOM-based marketing strategy can increase the effectiveness of Uniqlo's digital marketing and competitiveness in the Indonesian market. It is hoped that these findings can be an evaluation for Uniqlo in improving its marketing strategy on TikTok through creative, interactive and credible content. Apart from that, it is also hoped that the results of this research can provide academic contributions to marketing literature digital by enriching understanding of the correlation between eWOM, purchase interest, and actual purchase behavior. Further research is expected to explore other elements of eWOM or platform other social media to expand understanding of marketing dynamics digital of era modern.