Analysis of the Influence of E-WOM Credibility on Tiktok Social Media and Its Influence on Brand Image and Online Purchase Intention of Local Fiber Products at Tiktok Shop

This study aims to analyze the effect of e-WOM (electronic word-of-mouth) Credibility in TikTok social media and its impact on customer purchase intentions at TikTok Shop. E-WOM Credibility is measured through Homophly, Trust, Recommendation, and Message Content. The influence of e-WOM Credibility can also be influenced by Brand Image which will also affect Online Purchase Intention. Therefore, this study will discuss the effect of e-WOM Credibility in TikTok social media on Online Purchase Intention at TikTok Shop. This research will use a quantitative approach with a purposive sampling method. The research sample will be taken from TikTok Shop customers who have purchased local fiber products as many as 210 respondents at TikTok Shop due to the influence of e-WOM on TikTok social media. The results of this study found that Homophily, Trust, Recommendation, and Message Content are proven to shape the occurrence of e-WOM Credibility on TikTok social media. And simultaneously, the existence of e-WOM Credibility also affects the Brand Image of the product which then affects consumer purchase intention. The results of this study are expected to provide a better understanding of the effect of e-WOM Credibility in TikTok social media on Online Purchase Intention at TikTok Shop. In addition, the results of this study can also provide recommendations for TikTok Shop to improve the credibility of e-WOM on TikTok social media.