EWOM THROUGH THE TIKTOK APP AND ITS IMPACT ON PURCHASE INTENTION FOR SKINTIFIC SKINCARE PRODUCTS

Abstract

Advances in digital technology, particularly through social media platforms such as TikTok, have changed the way consumers obtain and utilize information about products. One form of information dissemination that greatly influences consumer behavior is electronic word of mouth (eWOM). This study aims to examine the influence of information quality, information quantity, and information credibility on information usefulness, as well as the influence of information usefulness on information adoption and purchase intention for Skintific skincare products among TikTok users in Batam City. This study applies a quantitative approach through a survey method. Primary data were collected by distributing questionnaires to 260 residents of Batam City. The data were then analyzed using the SEM-PLS (Structural Equation Modeling-Partial Least Squares) method. The results show that information quality, information credibility, and information quantity have a positive and significant influence on information usefulness. In addition, information usefulness has a positive and significant influence on information adoption, while information adoption also has a positive and significant influence on purchase intention for Skintific skincare products. These findings indicate that eWOM information delivered in a high-quality, adequate, and credible manner can increase consumers' perceptions of information usefulness, encourage information adoption, and strengthen consumers' purchase intentions through the TikTok platform.