Pengaruh Konten Komunikasi Pemasaran Dalam Strategi Marketing Media Berbelanja Online Tiktok Shop Terhadap Electronic Word Of Mouth (E-WoM)
DOI:
https://doi.org/10.36668/jal.v14i2.1533Abstract
This study aims to examine the effect of marketing communication content within TikTok Shop’s online shopping strategy on Electronic Word of Mouth (E-WoM). The independent variables analyzed include entertainment, interaction, trendiness, and customization, while E-WoM serves as the dependent variable. A quantitative method was applied, involving active students communication science from the 2023 cohort of the Faculty of Communication and Informatics at Universitas Muhammadiyah Surakarta who are active TikTok Shop users. The sampling process utilized a random sampling technique, and data were collected online using a Google Form questionnaire. The collected data were processed through validity and reliability testing, classical assumption testing, and hypothesis testing using multiple linear regression analysis assisted by SPSS Statistics version 22. The findings reveal that all four independent variables exert a positive and significant influence on E-WoM, with significance levels below 0.05. The determination coefficient (R²) of 0.760 indicates that 76% of E-WoM variation can be explained by these variables, while the remaining 24% is affected by factors beyond the scope of this study. Overall, the results suggest that marketing content that is engaging, interactive, trendy, and personalized can enhance users’ Electronic Word of Mouth on TikTok Shop., interactive, trendy, and personalized can enhance the level of E-WoM among TikTok Shop users.
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