Pengaruh electronic word of mouth untuk meningkatkan minat pengguna menggunakan Tiktok shop = The effect of electronic word of mouth to increase users' interest in using Tiktok shop

Laurent, Jenicke (2023) Pengaruh electronic word of mouth untuk meningkatkan minat pengguna menggunakan Tiktok shop = The effect of electronic word of mouth to increase users' interest in using Tiktok shop. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Fenomena electronic word of mouth atau eWOM muncul akibat kemunculan internet dimana komunikasi dalam hal ini dilakukan dengan menggunakan Web 2.0 sebagai alat untuk bertukar informasi seperti forum diskusi online, konsumen review, webblogs, social networking sites dan lain-lain dalam perubahan informasi suatu produk. Hal ini sesuai dengan strategi Tiktok dalam menggunakan e-WOM untuk memasarkan Tiktok Shop melalui video pendek pada platformnya dalam mengkomunikasikan adanya TikTok Shop secara viral melalui media online. Untuk itulah, diperlukan penelitian untuk mengetahui bagaimana pengaruh eWOM untuk meningkatkan minat pengguna Tiktok dalam menggunakan Tiktok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survey. Pengumpulan data penelitian dilakukan dengan data primer, yaitu kuesioner. Kuesioner diberikan kepada pengguna TikTok di Indonesia yang masih aktif yang pernah mengetahui mengenai TikTok Shop. Hasil penelitian menunjukkan bahwa electronic word of mouth yang terdiri dari online customer rating, online customer review dan intensity berpengaruh positif signifikan terhadap minat pengguna menggunakan TikTok Shop yang terdiri dari indikator pengetahuan mengenai TikTok Shop, pengalaman sebelumnya menggunakan TikTok Shop, fitur pada TikTok Shop, keinginan menggunakan TikTok Shop dan perbandingan TikTok Shop dengan marketplace lain. / The phenomenon of electronic word of mouth or eWOM arises due to the emergence of the internet where communication in this case is carried out using Web 2.0 as a tool for exchanging information such as online discussion forums, consumer reviews, webblogs, social networking sites and others in changing product information. This is in accordance with Tiktok's strategy of using e-WOM to market Tiktok Shop through short videos on its platform in communicating the existence of a TikTok Shop virally through online media. For this reason, research is needed to find out how the influence of eWOM is to increase the interest of Tiktok users in using the Tiktok Shop. This study uses a quantitative approach with survey research methods. Research data collection was carried out using primary data, namely questionnaires. Questionnaires were given to active TikTok users in Indonesia who had known about the TikTok Shop. The results showed that electronic word of mouth which consisted of online customer ratings, online customer reviews and intensity had a significant positive effect on users' interest in using the TikTok Shop which consisted of indicators of knowledge about the TikTok Shop, previous experience using the TikTok Shop, features on the TikTok Shop, desire using the TikTok Shop and a comparison of the TikTok Shop with other marketplaces.

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